- Mithu aggregates multiple loyalty programs into a single, user-friendly app, simplifying loyalty management for customers and businesses.
- The platform focuses on the food and beverage industry, targeting small and medium-sized enterprises (SMEs) in Saudi Arabia, with agreements already secured with 200 restaurants in Riyadh.
- Adaverse’s $500,000 pre-seed investment will accelerate Mithu’s development, including plans to launch a tokenized version of the app leveraging Web3 technology.
Saudi Arabia-based loyalty platform aggregator, Mithu, has successfully raised $500,000 in a pre-seed funding round led by Adaverse, a prominent Web3 venture builder.
The investment marks a significant milestone for Mithu, a company founded in early 2024 by entrepreneurs Mohsin Qureshi and Asif Ali, who recognized the challenges businesses face in managing multiple loyalty programs.
Mithu aims to address these challenges through a single, gamified app that enhances customer engagement and retention, particularly within the food and beverage industry.
Solving the Loyalty Program Dilemma
Loyalty programs are popular among businesses, but customers often find them difficult to manage. With multiple accounts and numerous points that frequently go unredeemed, billions of dollars worth of loyalty points expire every year globally.
Mithu’s innovative platform aggregates these fragmented programs into one user-friendly app. The company’s goal is to make loyalty programs more engaging and accessible, driving greater value for customers and businesses alike.
The platform has already gained traction, securing agreements with approximately 200 restaurants in Riyadh. By focusing on small and medium-sized enterprises (SMEs) in the food and beverage sector, Mithu positions itself to tap into an underserved market in Saudi Arabia. Currently, only 2.5% of restaurants in the country offer loyalty programs, leaving significant room for growth.
The Market Potential and Mithu’s Solution
Mithu’s entry into the loyalty program space comes at a time when the industry is ripe for disruption. Globally, customers hold an average of 17 loyalty programs each, with nearly 68% of them disengaging within the first year.
The inefficiency in managing these programs results in an estimated $100 billion worth of loyalty points expiring annually. Mithu’s approach of aggregating various loyalty schemes into a single, gamified platform offers a solution that is not only convenient for users but also benefits businesses by increasing customer retention and engagement.
Backing from Adaverse and Strategic Vision
Adaverse’s decision to invest in Mithu highlights the platform’s potential to transform the loyalty landscape in Saudi Arabia. Vincent Li, Founding Partner of Adaverse, expressed his confidence in Mithu’s founding team, emphasizing their deep expertise in the restaurant and retail sectors.
He noted that the opportunity to revolutionize this industry vertical in Saudi Arabia is immense. Adaverse brings a wealth of global experience in technology and Web3, which will support Mithu in developing its cutting-edge solutions.
According to Li, the combination of Mithu’s industry knowledge, technological capabilities, and the vast market opportunity makes the platform a promising venture with the potential for substantial growth.
Adaverse’s involvement will also help Mithu accelerate the development of a tokenized version of its app, leveraging Web3 technology and gamification to further enhance customer engagement.
Experienced Leadership Driving Mithu’s Growth
Mithu’s leadership team brings a wealth of experience that positions the company as a frontrunner in loyalty program innovation.
CEO Mohsin Qureshi has over 15 years of experience in the foodtech, q-commerce, and technology startup sectors, having held key positions at companies such as Foodics, Cheetay, and Delivery Hero. His deep understanding of the industry and strong leadership have been instrumental in guiding Mithu’s strategic direction.
CTO Asif Ali builds on Qureshi’s experience through his background in technology and AI. He has led roles at Careem Swvl and foodpanda which shows his expertise in driving Mithu’s technological progress.
He is currently pursuing a Ph.D. in AI that combines academic knowledge with practical skills. This ensures that Mithu leads in innovation with the right blend of experience and cutting-edge technology.
Future Prospects for Mithu
With the backing of Adaverse and a highly skilled leadership team, Mithu is well-positioned to disrupt the loyalty program market in Saudi Arabia. The platform’s ability to simplify loyalty management and provide a seamless user experience holds the potential to attract both consumers and businesses.
As Mithu continues to grow and expand its reach, it is poised to make a significant impact on the food and beverage industry, not only in Saudi Arabia but also in broader regional markets.
Mithu’s journey is just beginning, but with a solid foundation, strategic vision, and the support of a leading Web3 venture builder, the company is on track to achieve remarkable success.
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