Mixed Reality (MR) and Generative AI startup Flam Series A round nets USD 14 million (~INR 119 crore) in a Series A funding round led by RTP Global, with participation from Dovetail and a set of existing and strategic investors. The investment brings Flam’s total funding to USD 22 million (~INR 188 crore) since its inception in 2021.
Scaling the Future of MR, One Touchpoint at a Time
Flam’s core mission is clear: transform every brand-customer interaction into an immersive, app-less, mixed reality experience that is not only visually engaging but also highly measurable and interactive. From product packaging and QR codes to TV ads and stadium engagements, the company’s infrastructure powers real-time 3D and MR content delivery in under 300 milliseconds, without any need for app downloads or redirection.
Headquartered in San Francisco and Bengaluru, Flam was founded by Shourya Agarwal, Malhar Patil, and Amit Gaiki. The company is already partnering with over 100 major brands, including Google, Samsung, Netflix, Flipkart, Britannia, LG, AJIO, and WPP. It also reportedly supported political campaigns such as the US Presidential Elections, signaling its utility across both commercial and civic engagement.
Use of Funds: US Expansion, R&D, and GenAI Suite
While Flam has been monetizing in India for over a year—where it claims a stronghold—the fresh capital will be predominantly used to accelerate operations in the US, a market where Flam asserts it already commands a 45% market share in its category.
Co-founder and CEO Shourya Agarwal stated, “We are laser-focused on shipping the GenAI toolchain that brands and enterprises have been yearning for—a full-stack enterprise suite that makes brand experiences measurable, engaging, and interactive.”
This enterprise suite includes automated 3D asset generation, a self-serve publishing platform for MR content, an integrated ad suite, and real-time analytics dashboards—targeting verticals like retail, sports, broadcast, and live events. These tools aim to make MR content creation not only more accessible but also deeply integrated into omnichannel marketing strategies.
Mixed Reality’s Moment Has Arrived
Commenting on the investment, Nishit Garg, Partner at RTP Global, emphasized Flam’s unique readiness for the moment: “The time for MR is now—and Flam is uniquely positioned to lead this wave. What excites us is not just the technology, but the clarity of vision and speed of execution.”
The global marketing industry’s pivot toward personalized, immersive consumer engagement—fueled by the convergence of AI, MR, AR, and XR technologies—has positioned Flam at the center of a rapidly maturing ecosystem. With global brands now prioritizing MR in their media spends, and tools like app-less 3D experiences gaining commercial traction, Flam’s infrastructure is becoming indispensable.
Competitive Differentiation: App-less, Scalable, Measurable
What sets Flam apart is frictionless user experience: no downloads, minimal latency, and integration across every channel imaginable—from a cereal box to a Super Bowl ad. Unlike traditional MR or AR tools, Flam’s platform is built for scalability, cross-platform deployment, and enterprise analytics, so global marketers can have plug-and-play MR. Flam’s offerings have already reached over 380 million users globally.
The Future
As MR goes from niche to necessity in brand strategy, Flam’s focus on infrastructure-first development and GenAI-powered toolchains puts them in a strong position. With funding in place, the company is now building out their partner ecosystem, especially creative studios and content platforms, so they can build and deploy MR campaigns at scale.
Flam is a category-defining player in the intersection of AI and spatial computing—soon to be alongside Niantic, Snap, and Meta in defining how brands talk to the next gen consumer.
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