In an attempt to increase its audience, women-focused content platform POPxo is now available in four new Indic languages — Marathi, Bangla, Tamil and Telugu, apart from Hindi and English. MediaNama checked and found that although the website is available in all six languages, the Android app only has a Hindi option, with the default English. Manan Jain, Growth lead at POPxo said that the Android and iOS are under development for supporting the new languages, and will be available, without specifying a timeline.

The platform will have separate writers and editors for each language, to create original content in text, video, and social. It has a team of 5 people per new languages, consisting of three writers, one editor, and one person for social media/graphics.

Founder and CEO Priyanka Gill feels that there is a massive demand-supply gap for female-focused regional content. “Our current data-driven content model is scalable,” said Ruchira Bose, head of content at POPxo. “We will use our learnings in English and Hindi to create and distribute relatable content to our new user groups,” she added. Jain said POPxo expects 150% QoQ growth from the new languages, as Hindi usage showed a 100% QoQ growth.

POPxo claims to have 39 million MAUs across all platforms with 1,500 stories and 80 videos created every month. This is significantly higher than the 17 million MAUs it claimed to have 4 months ago. Jain explained that the significant jump in MAUs is because Facebook, YouTube and Instagram began disclosing the number of monthly active users POPxo has on each platform, a metric which is distinct from social media followers/subscribers count. The platforms began disclosing this number only a month ago (on a beta version of analytics platform). “When we accumulated both the number of followers and MAUs, we got 39 million MAUs. The sudden jump is not due to a spur of growth, but because we did not have the data available before.”

Earlier, POPxo accounted for only Facebook, Youtube, Instagram followers and MAUs on their website, explained Jain.

Here’s a breakup POPxo’s 39 million MAUs across platforms:

  • Website: 8 million
  • Facebook: 20 million
  • Instagram: 4 million
  • YouTube: 7 million

In terms of language, POPxo’s user base looks like:

  • Website: 2 million users in Hindi, 6 million in English
  • 4 million Hindi users on Facebook
  • 500,00 Hindi users on Instagram

The website says that its users have spent 3 million hours consuming its content. It primarily focusses on content related to beauty, fashion, relationships, work, health, fitness, and horoscope with over 80% of its users being female. In July, the company began an e-commerce vertical with the launch of its own private label in July.

POPxo also has a web series on the website. We could not locate the show on the Android App, but to be fair, the show released in July, so it may not be listed as yet. Under the ‘Hangout’ tab on the website, users can be redirected to Uber and Swiggy. On the Android app, there are popup options (if you tap the bubble on which there’s a graphics of a woman) which redirect you to the apps.

Funding

POPxo has raised $12 million in funding till date. In April, the platform raised Rs 370,000 in a round led by Neoplux and OPPO, with participation from existing investors Kalaari Capital, Chiratae Ventures, Summit Media, and GREE Ventures.

Additionally, according to Crunchbase, it has also raised the following so far:

  • March 2018: $750,000 from Chiratae Ventures
  • October 2017: Undisclosed amount from Unilever Foundry
  • March 2017: $3.3 million from Chiratae Ventures and GREE Ventures
  • July 2013: Seed funding of $300,000

Edit: The story has been updated with contextual information and metrics about POPxo after a conversation with Jain.