Noida-based toy marketplace Snooplay has raised ₹8 crore in a pre-Series A1 funding round, with the investment led by Pravek Family Office and participation from several strategic angel investors. This funding round marks a key milestone in Snooplay’s journey as it aims to reshape India’s toy ecosystem through the use of AI, data, and design empathy.
Founded in 2019 by Aanchal Mahajan and Brij Raj Singh, Snooplay has positioned itself as an AI-powered, full-stack platform for toy discovery, purchase, and guilt-free disposal. The startup had previously raised $535,000 in seed funding from Ajay Kumar Gupta and other investors.
The latest capital infusion will be deployed towards launching two proprietary technology products aimed at transforming how toys are discovered, bought, and re-circulated across Indian households. These products are backed by Snooplay’s Toy Intelligence Database, a first-of-its-kind system that maps toys to developmental skills, moods, learning goals, and types of play.
“We are building India’s only toy app that’s serious about play. An app that helps you discover and buy the right toy when your child needs it and lets you trade it in for store credits once they’ve outgrown it. No clutter, no guilt. Just a smarter way to play,”
said Aanchal Mahajan, Co-founder, Snooplay.
Snooplay currently features over 35,000 toys from 600+ brands and caters to a growing community of parents, collectors, and gift-givers. The platform aims to create an intelligent loop of discovery and guilt-free exit, offering a unique infrastructure around play. The company plans to expand its buyback program in partnership with NGOs, promoting sustainable toy donations and fostering conscious consumption.
In addition, Snooplay will scale its private label products, enhance its presence across e-commerce and retail outlets, and strengthen its technology, logistics, and operations to support growth.
With competition from industry players such as Funskool, Mattel Toys India, Hasbro India, Simba Toys India, Hamleys India, and Lego India, Snooplay’s tech-first approach to the toy market sets it apart as a forward-looking player driving innovation in the sector.
