Mumbai: The Aditya Birla Group will collaborate with 25 start-ups to bolster its new areas of business in retail, financial services and telecom.

The company’s Bizlabs incubation programme, started in October, has named the firms as “collaboration partners" on its website, but is yet to make a formal announcement. The company’s spokesperson was not immediately available to reply to an emailed questionnaire.

Most of these new firms provide digital solutions to engage with consumers and enlarge their base. Some of the companies named are Red Monster Games, Torch, Dressy, ePaisa, Mswipe, Touchfone, Instakash, Bankbazzar, Wealth Pack, Cloud Cherry, Faircent and Coverfox Insurance .

“They have said they have confirmed and shortlisted us and now we are in deep discussions for providing solutions for their businesses ranging from fertilizers to fashion and everything in between," said Rakesh Raghuvanshi, founder and president of Nifty Window, one of the shortlisted start-ups.

Raghuvanshi said Nifty Window, which helps bring online customers to a physical store, has been working with Madura Fashion and Lifestyle in the last few months. Its future plans are to scale up some of the brands under Madura as well as Indo Gulf Fertilizers.

Cement also has the scope to attract customers with the help of Nifty Window, which is basically a platform that can provide online information on prices, availability and locations of the Aditya Birla brands on mobile phones to help people locate physical stores and visit them to make their purchase.

Bizlabs has not revealed the funding it shall provide to incubate startups, but has received thousands of applications in the past few months, a company official said on the condition of anonymity.

The company is looking to have a shortlist and work with them in partnership for growing their existing brands in unconventional ways, the official added.

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