Noida, July 2025 — In a strategic move aimed at revolutionizing India’s fragmented toy industry, Snooplay, a toy discovery and circular commerce platform, Snooplay raises ₹8 crore funding in a Pre-Series A1 round. The round was led by Pravek Family Office, with participation from a clutch of strategic angel investors focused on consumer technology and sustainability.
This fresh infusion of capital will fuel Snooplay’s next growth phase—launching AI-based tools, expanding its toy resale ecosystem, and building what could become India’s largest Toy Intelligence Database.
1. Funding Round Highlights
- Total Raised: ₹8 crore
- Lead Investor: Pravek Family Office
- Co-Investors: Strategic angels with experience in tech-led consumer brands
- Use of Funds: Tech development, marketplace expansion, sustainability initiatives
This funding builds on Snooplay’s earlier seed round of ₹4.4 crore, bringing the startup’s total capital raised to over ₹12 crore.
“We believe that play is not just fun—it’s formative. With this round, we’re scaling a smarter, kinder toy economy,” said Aanchal Mahajan, Co-Founder & CEO of Snooplay.
2. Smart Toy Discovery Meets Circular Economy
Founded in 2019 by Aanchal Mahajan and Brij Raj Singh, Snooplay raises ₹8 crore funding to scale its AI-driven toy discovery and resale model—pioneering a tech-enabled circular economy.
Key Business Model Components:
- AI Toy Finder: Matches toys with a child’s age, mood, and developmental stage.
- Buyback & Resale Hub: Parents can sell or donate outgrown toys through NGO tie-ups.
- Toy Subscription Model: Monthly curated toy kits based on behavioral insights.
- Private Label Launches: Exclusive collections based on Snooplay’s data trends.
This model addresses the toy industry’s chronic problems: random purchases, toy fatigue, and wasteful disposal.
3. Tech Roadmap: Building the “Toy Intelligence Stack”
The startup will roll out two proprietary platforms in the coming months:
- Personalized Recommendation Engine – AI-powered tool using behavioral and developmental data to suggest the right toys.
- Intelligent Trade-In Interface – Seamless resale, credit management, and donation system integrated into the platform.
It will also begin work on the Toy Intelligence Database, which classifies 35,000+ toys from 600+ brands by:
- Learning goals (motor, emotional, sensory)
- Cognitive development markers
- Play categories (STEM, open-ended, creative, etc.)
This data-driven engine sets the foundation for Snooplay’s category leadership.
4. The Founders’ Vision: Simplifying Meaningful Play
Aanchal Mahajan, a specialist in child psychology, teamed up with Brij Raj Singh, a tech innovator in ethical AI, to create a platform where play meets purpose.
“In India, toy shopping is impulse-driven and guilt-ridden. We want to change that,” said Brij.
Their mission is to make play intentional, affordable, and sustainable, while helping parents raise emotionally and cognitively nourished children.
5. Why India’s Toy Market Needs Fixing
India’s toy industry, currently sized at over $1.5 billion, faces structural issues:
- Fragmented sellers and limited access to quality toys
- Toys lose appeal quickly and clutter homes
- Lack of guidance on developmental needs
- High carbon footprint from imports and disposals
Snooplay is solving this with:
- AI-curated discovery
- Trade-in resale system
- Donation partnerships with NGOs
- Emotionally intelligent UX
The brand aligns with India’s broader “Make in India” and “Vocal for Local” initiatives.
6. Market Trends and Growth Drivers
The Indian toy market is growing at a CAGR of 12–15%, fueled by:
- Rising disposable incomes
- Digitally aware parents in Tier-1 and Tier-2 cities
- Demand for STEM and educational toys
- Policy support for local manufacturing
Globally, the toy market is projected to hit $230 billion by 2028, making now the ideal time for a digital-first, data-led platform like Snooplay to scale.
7. Competition: Snooplay’s Unique Edge
7.1. Competitors:
- Funskool – Domestic manufacturer with retail strength
- Lego India – Known for educational focus
- Mattel/Hasbro – Brand recall but little tech innovation
- Hamleys, Simba Toys – Premium international players
7.2. Snooplay’s Advantages:
- AI-powered personalization
- Circular commerce infrastructure
- Toy lifecycle management
- High engagement through behavioral data
While competitors rely on retail or licensing, Snooplay is productizing data and sustainability.
8. Expansion Plans for FY 2025–26
With this new round, Snooplay plans to:
- Launch 2 custom AI products
- Expand resale/donation operations across 25 Indian cities
- Onboard 50+ NGO partners
- Scale private label offerings in Tier-2 cities
- Boost in-app personalization and gamification
- Begin monetizing Toy Intelligence data via B2B SaaS tools
This roadmap positions Snooplay as India’s first full-stack toy intelligence platform.
9. Lessons for Indian Startups
Snooplay is more than a toy marketplace—it’s a case study in tech for good. Key learnings:
- Solve real pain points, not just trends
- Build recurring value with circular economy models
- Use AI with empathy, not just efficiency
- Focus on lifetime customer value, not short-term sales
For founders and VCs, Snooplay shows that meaningful business is not just viable—it’s scalable.
About Foundlanes
At Foundlanes, we spotlight the most exciting Indian startups shaping tomorrow’s economy. Our mission is to uncover high-impact innovation at the intersection of tech, sustainability, and culture.
Snooplay’s journey—from toy chaos to intelligence—is a story of design thinking, empathy, and business clarity.