Mumbai: Living Consumer Products Pvt. Ltd that operates the dating app iCrushiFlush said on Wednesday that it has raised an undisclosed amount of funding in a pre-series A (early stage) from IDG Ventures.

The Mumbai-based company that was founded in 2014 by Amit Vora is looking to use the funds for improving technology. “This is an exciting space for venture investments and iCrushiFlush has clear differentiators which is helping it pace the market. The team’s single-minded focus for success resonated with our vision and this was proven by their metrics,"said Karthik Prabhakar, vice-president with IDG Ventures.

The online dating start-ups in India are receiving a lot of investor attention. In 2015, TrulyMadly raised $5.5 million from Helion and Kae Capital and Aisle raised $100,000 in seed funding from a group of angel investors. Thrill raised an undisclosed amount from People Group, which owns matrimonial portal Shaadi.com. Vee raised 41 million from Lightspeed in 2014.

The mobile app is simple to use, where a user can accept or reject a profile of a person maintaining anonymity. Matches occur only when both the users show interest in each other, after which people can connect and interact on a personal level. The app also allows users to use in-app gifting to reveal their identity, a feature that has helped in increasing the mutual matches and connects.

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