US-based Bluecore buys retail tech start-up

New York-based Bluecore Inc, a marketing automation solutions start-up that serves e-commerce, has acquired Noida-based Betaout, Inc. for an undisclosed sum. Ankit Maheshwari, CEO and Co-founder of Betaout, said the firm will cease to exist as a separate brand. Bluecore said in a statement that the latest acquisition, which comes on the heels of a foray into Europe, establishes the firm's presence in over 60 countries. Fayez Mohamood, CEO and co-founder of Bluecore, said in the statement: “Betaout brings expertise in channels beyond email, like Facebook, onsite, mobile push, SMS, that are critical to the future of the retail marketing tech stack.” Betaout co-founders Ankit Maheshwari, Arjun Maheshwari, Raghubir Thakur and Nandini Rathi will join Bluecore to head its India and Asia-Pacific operations. Another co-founder Mayank Dhingra will exit Betaout as part of the transaction. Ankit Maheshwari said while Malaysia, Indonesia and India are their strong markets, they just launched operations in the UK.