India, June 17 -- Ecommerce enablement startup POP has raised $30 Mn (INR 258.2 Cr) from Razorpay.

The startup plans to use the fresh capital to ramp up its product innovation, boost consumer value proposition through POPcoins-driven rewards and foster merchant partnerships, particularly in the D2C and lifestyle segments.

POP said in a statement that Razorpay's majority investment reflects a shared focus on addressing two major challenges in India's digital commerce landscape - reducing customer acquisition costs for merchants and providing more meaningful rewards for consumers.

To date, the ecommerce enablement startup has raised over $5 Mn in total funding and counts IndiaQuotient, Unilever Ventures, Incubate Fund and Nuventures amon...