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OneUp Ventures which operates the online baby book service Little1 has raised around $100,000 from Malik Radix Healthcare, reports TechCircle. The company plans to use the investment raised for marketing purposes.

Prior to this, Little1 had raised $80,000 angel funding in January 2013. We have contacted Little1 for more details on this investment and will update once we get a response.

Kolkata-based Little1 offers a platform on the web and Android, which aims to allow parents to preserve various moments and milestones of their children while growing up. It currently offers features like online photo storage with integration to Facebook, Picasa and Flickr, online family tree, milestone calendar, journals, and online baby books with an option to print an offline copy of the book.

It also allows parents to store medical records of their kids including dental records and the ability to keep track of the child’s height and weight every month. Going forward, they plan to introduce a paid online doctor consultancy service by October 2013.

Besides this, there is also an e-commerce section on the site, which allows users to buy products like toys, educational aids and kids oriented room decor items. The site currently offers payment options like credit cards, debits card, net banking and cash on delivery.

Little1 was launched in public beta in Jan 2013 and earlier this month, at the Microsoft Bizspark startup event, Little1 founder Sabarish Nair had claimed to have more than 2,700 registered members who had uploaded more than 6,000 pictures to the platform as of April 2013, which we feel is relatively low compared to the user base . Update: In a quick chat with Medianama, Sabarish Nair has claimed that it now has more than 5,000 registered users and the daily photo upload has also significantly increased over the past month due to the Facebook, Flickr and Picasa integration which was introduced recently, however, he declined to comment on the total number of pictures uploaded to the platform. Nair said that they expect to roll the service out of beta in July 2013.

Nair had also claimed that users have generated more than 600 baby books as of April 2013, which has now apparently doubled to 1,200 over the past month and bought more than 150 products from the portal. The company now offers more than 150 items in its e-commerce section.

On Marketing: Nair said that they were quite particular on the type of the customer acquired, due to which they consciously used only online marketing methods like Facebook and Google ads until now, however going forward they plan to use offline marketing methods like tying up with various pediatricians and setting up stalls in their clinics among others.

Mobile Strategy: Nair said that they plan to significantly improve the existing Android app in the future. They also plan to make the site mobile-optimized and launch an iOS app in the future.

Other Players: Last month, former One97 VP-Mobile Marketing Sandeep Amar had launched Pikboo.com, which aims to allow parents to create photo websites to preserve the childhood memories of their kids. The site offered this service through three different packages, starting at Rs 4,500 which offers basic site hosting and management features among others and going up to Rs 20,000 which provided professional photo shoot service at a studio.

Hiraj.com is another similar site which offers services like baby diary, online family tree and the ability to keep track of the child’s height and weight among others.

Updates:  Added Marketing and Mobile strategy bits and a factual error in the post and the headline have been corrected.