91mobiles.com, a gadget discovery and review site, has acquired a majority stake in Pricebaba.com, another price comparison portal for mobiles, laptops and home appliances, for an undisclosed amount. Pricebaba will continue to operate as an individual entity.

  • 91mobiles will invest $500,000 in Pricebaba to provide text, audio and video content in over 10 Indian languages.
  • Pricebaba’s initial investors including 500 Startups will exit the company
  • Pricebaba  co-founder Annkur P Agarwal will move to an advisory role

According to 91mobiles, there has been a sharp rise in the number of people who look up appliances and electronics on the internet before buying them and with the acquisition of Pricebaba, the company will improve its ability to cater to this demographic.

Founded in May 2012 by Ankur Agarwal and Tirthesh Ganatra, Mumbai based PriceBaba initially started as a price comparison engine for mobile phones, only aggregating offline retailers. The company later added an online price comparison service and expanded to laptops and home appliances. It had previously raised an undisclosed amount from 500 Startups’ India-focused fund 500 StartupWallah. Prior to that, it had raised an undisclosed amount of seed investment from five investors in January 2013. The company was also part of 500 Startups’ spring 2013 batch.

91mobiles.com is a gadget comparison website founded by Bharani Viswanathan and Nitin Mathur in 2010. 91Digital Web Pvt Ltd, the parent company of 91mobiles, will now have three websites in its catalogue – 91mobiles.com, tech lifestyle portal, KillerFeatures.com and Pricebaba.com. The firm claims that it will now have a combined reach of 30 million clicks per month. It has previously raised $1 million in its pre-Series A round of funding led by India Quotient in 2014. Its prime competitor in the price comparison space is MySmartPrice.