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Social Image Curation Site Kwaab Secures Angel Funding; Another Pinterest Clone?

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Gurgaon-based Virtual Boards Technologies which operates the social image curation platform Kwaab has raised an undisclosed round of angel funding from Vivek Gupta, reports VCCircle.

Confirming this funding to Medianama, Kwaab Co-founder Sudanshu Aggarwal said they will be using the funds raised for product development, marketing and hiring. They also plan to launch a mobile site in the future.

Aggarwal said that the site went live about two months ago and claimed that the site already has 70,000 registered users, although he didn’t disclose how many of them were active users.

Pinterest Clone?

When we checked, we noticed that the site is really similar to Pinterest in terms of functionality. It allows users to browse through random images curated by users and mark any image using like, want or have button to add that specific image to the respective boards or add any comment on that image.

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One can either view all the images uploaded by users or choose any specific category like Automobiles, Lifestyle and Food & Drinks from the navigation bar to view content related to that category. One can also click on any specific image to expand it and view additional details like people who have liked it, or added the image to their Want and Have boards.

Expectedly, it also allows one to create picture message boards and add images to any specific board of their preference from their desktop or from the web. It also allows one to follow any specific user profile, however we feel the feature is currently redundant since there is no dedicated section on the site where we can view images only from the people we follow.


Brand Pages: What’s worth noting though is that the site has already set up dedicated destinations for brands like MAC Cosmetics, Hidesign India, Being Human and Play Clan among others, where brands can upload content to engage its potential consumers.

The company claims to have more than 25 brands on its platform and it would be interesting to see if the company also integrates a payment option within these content items to allow consumers buy products from these brands. Aggarwal mentioned that they will be launching new features for brands in a few days, although he didn’t disclose any specific information on what these features will be.

When we queried Aggarwal as to why the company launched an obvious clone of Pinterest, he said that they wanted to focus more on showcasing content and didn’t want to experiment too much with the functionality. Therefore they adopted something which has already been tried and tested before. However, he noted that they will be bringing in more design changes in the future, although their focus will be on showcasing India-specific content on the portal and build a social inspiration graph for users in the country.

Hasn’t The Pinterest Design Been Overdone Already?

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In the past, we have seen several Indian sites adopting Pinterest-like designs for their respective websites. Some of the companies that come to mind include the InfoEdge-backed Floost, Shekhar Kapur and AR Rehman’s media startup Qyuki, dining-focused e-commerce company GourmetItUp.com, E-commerce venture Yebhi.com, the deals section of the India-focussed travel meta search engine Wego and parts of the social discovery platform Wishberg.

While the design was interesting and quite visual earlier, we feel it has become too common right now. Why aren’t people thinking of new design ideas for their websites?

(By Brindaa Lakshmi and Vikas SN)

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