Team Startupcity

·  Funding led by Pravek Family Office to power AI-driven toy discovery and buyback model

·  Plans to launch two proprietary tech products and India’s first Toy Intelligence Database

·  Expanding sustainable toy buyback program and private label offerings across retail channels

Noida-based toy-tech company Snooplay has raised  Rs 8 crore in a pre-Series A1 round led by the Pravek Family Office, backed by a wide ranging group of strategic angel investors. The raise is a significant milestone for Snooplay's vision to redefine India's toy ecosystem with technology, data, and mindful consumerism.

Established in 2019 by Aanchal Mahajan and Brij Raj Singh, Snooplay evolved from a handpicked marketplace to a full-stack, AI-driven platform built to make toy discovery smart, meaningful, and guilt-free. With over 35,000 toys from over 600 brands, it caters to a lively community of parents, collectors, and gift-givers across India.

"We're creating the country's sole serious toy app  one that assists you in finding the perfect toy right when your child requires it and allows you to trade it in for store credit when they grow out of it," explained Aanchal Mahajan. "No clutter, no guilt. Just smarter play."

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In an over-saturated market with few directions, Snooplay will revolutionize the way toys are found, purchased, and refound. The fresh capital will fuel the launch of two proprietary technology products that have the potential to revolutionize the toy-shopping experience with AI and human-driven design.

Co-founder Brij Raj Singh emphasized,  

Toys aren’t just products they’re instruments of learning, imagination, and emotional development. Yet, most purchases today are random and chaotic. We’re fixing that with AI, empathy, and real-world data.

Part of its growth strategy, Snooplay will also establish India's largest Toy Intelligence Database, linking thousands of toys to developmental skills, moods, learning objectives, and play types. The startup is doubling down on its buyback initiative, allowing parents to return outgrown toys for credits, with a large number of donations being channeled towards NGOs for reuse  supporting sustainable, circular play.

The company will also focus on increasing its private label presence across offline store, online marketplace, and curated gifting platforms. Concurrently, it will invest in building technology backbone, logistics capabilities, and operating efficiencies to enable nationwide scale.

“Snooplay is not just a toy store  it’s a movement to change how India plays,” the founders added. “Today’s parents are looking for toys with purpose  ones that foster learning, align with their values, and minimize waste. We’re committed to building a platform that meets these evolving needs through intelligence, sustainability, and empathy.”