Bengaluru: Visual blogging platform company Bluegape Lifestyle Pvt Ltd said it raised $600,000 from existing investors ah! Ventures, Rudy Gopalakrishnan of Fidelity Investments, and Times Internet Ltd, to invest in technology and expand its engineering team.

The Gurgaon-based start-up had raised $184,000 in April, a few months after changing its business model from a merchandise business to blogging. It competes with Tumblr Inc., which was acquired by Yahoo Inc., for $1.1 billion.

“On blogging platforms like Wordpress, you create your blogs on separate sites. They don’t allow much discoverability. Here we help you create blog plus audience. Our target age group is 16-24 year olds who want to express themselves. Seventy five percent of our traffic comes from the mobile web so we are planning to launch an app in one month," said Sahil Baghla, co-founder and chief executive officer, bluegape.

The company, which lets people post pictures and text, said it has over 15 unique million visitors each month, and over 700,000 registered users, and its unique point was that it allows content to be discovered by others easily, which can be difficult on a platform like Tumblr.

“Visual blogging is a new concept and by the traction that we see on the portal, we believe this will be the next big social interactive platform. The bluegape team has a clear vision to disrupt the existing social interaction landscape," Harshad Lahoti, founder and CEO, ah! Ventures, said in a statement.

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