Podcasting App Aurality Pivots To An Already Crowded Space Of Online And Facebook Gifting With Giftery

Podcasting app Aurality pivots to an already crowded space of online gifting with Giftery

The social or the online gifting industry in the country has a new entrant – Giftery.in. A brand new initiative from the Mumbai-based startup Aurality Technologies Pvt Ltd, that had started a podcasting service Aurality last year, reports Techcircle.

The new startup comes as a result of a pivot after Aurality had been discontinued in November last year after a run of almost a year. The startup was founded by Janhavi Parikh and Bhavin Badheka while it had the backing of early-stage VC firms Blume Ventures and Srijan Capital, besides Google India chief Rajan Anandan, US-based angel investor Vikas Taneja and Sunil Kalra of Indian Angel Network.

Aurality was initially launched as a mobile app on iOS platform which instantly converted text into audio. It was in effect an instant podcasting app with its real-time conversion being positioned as a differentiating factor. However, the startup that missed out on the huge popularity of Android in India and worldwide, has been revived with a new idea and an entirely new focus.

Giftery, the social gifting

The social gifting startup is also cultivating the habit of group gifting via Facebook. The gifting solution right now is integrated with Facebook to recommend gifts to users. However you also have a choice of not using Facebook and simply specifying the name, sex and occasion for the startup to list appropriate gifts. The suggested list of gifts have a range of filters such as Recommended Gifts, All Gifts and Popular Gifts. You can also specify the price range, find more details and finally select a gift card for gifting to friends or even bookmarking it.

For Facebook recommended gifting solution, once the authentication process is over, you are required to select a friend for gifting based on a certain occasion. The page also provides the list of Facebook friends who are expecting to have a birthday soon and if you are not in a mood to gift anyone then you might want to treat yourself (like I did for the review).


The gifting recommendation via Facebook has also the same categories such as Recommended Gifts, All Gifts and Popular Gifts. As said earlier you can specify your preference and find gift cards according to it. I went for a product experience gifting option at Tappu Ki Dukaan. Once you select the denomination of the gift card you can receive it via email or get it hand delivered. You have an option to share on your Facebook wall. However, right now the gift cards work only in Mumbai.

Besides this you can also find out details about the received gifts and gifts that have been sent by you on the platform when you log in via Facebook.

The crowded space of online/social gifting

Giftery is going to join the likes of established players in the market such as like Giveter, Badhai, Giftology, etc. Though the startup is new in the market and has entered an eCommerce marketplace of gift cards, the experience right now is quite smooth. The startup explains the entire process of gifting to new users with ease. In other words the social gifting solution does the job with ease. I am sure with its expertise in mobile, apps would be launched soon and with time more brands from other cities would also be a part.

However, it would be interesting to know how the existing players at present are doing in the online gifting business and how open is the Indian consumer when it comes to buying gifts/gift cards via online or social channels.