NuPlay AI
Category: AI Agents
Enterprise AI startup (rebranded from Nurix AI) building self-improving AI agents for enterprise workflows, founded by Myntra and Cult.fit co-founder Mukesh Bansal. NuPlay AI was founded in 2024. The company is led by Mukesh Bansal. Based in Bengaluru, India. Team size: 101-500. Total funding raised: $42.2M. Latest round: Series A. Key investors include General Catalyst, Accel, Prosus, Meraki Labs.
- Founded
- 2024
- Headquarters
- Bengaluru, India
- Team size
- 101-500
- Total funding
- $42.2M
Value proposition
Builds autonomous AI agents that automate enterprise workflows (customer service, claims processing, catalog management) and improve with every run, enabling an 'autopilot enterprise' where AI handles routine tasks while humans focus on oversight and decision-making.
Products and solutions
NuPlay (conversational AI platform for enterprise voice and chat agents), NuStack (enterprise workflow engine for AI-native operations, modernizing legacy systems), Astra (proprietary LLM powering NuPlay's voice agents), NuLoop (self-improvement learning system), NuPulse (agent monitoring), NuContext (shared context for support teams)
Unique value
Self-improving AI agents that get better with every production run — unlike static competitors. Claims 60% faster processing, 5X faster build speed, 55% year-one cost savings, 99%+ accuracy on defined workflows, and sub-1s end-to-end response latency.
Target customer
Large enterprises in retail, insurance, financial services, collections & mortgage, and home services sectors, primarily in India and the US.
Industries served
Retail, Insurance, Financial Services, Collections & Mortgage, Home Services, Health & Fitness, Education
Technology advantage
Proprietary Astra LLM for voice agents; NuLoop self-improvement harness that learns from real-world production performance; deep retail domain expertise (team from Flipkart, Myntra); 500+ live workflows across sectors; 20M+ transactions handled monthly.
How they differentiate
Focus on self-improving agentic AI systems that learn from production outcomes, versus competitors' static conversational AI. Deep retail domain expertise and voice-first approach with proprietary Astra LLM. Acquisition-led growth strategy targeting customer footprint expansion.
Main competitors
Yellow.ai, Skit.ai, Gupshup, Reliance-owned Haptik
Key partnerships
Microsoft Marketplace (available for deployment), Meraki Labs (incubator), Verloop.io (acquired, July 2026)
Notable customers
super.money, Myntra, Cult.fit, Aditya Birla Capital, Groww
Major milestones
Founded 2024 at Meraki Labs, Raised $27.5M seed/Series A (Sep 2024), Launched NuPlay voice AI platform (Jun 2025), Raised ₹135 Cr from Prosus (Mar 2026), Acquired Verloop.io (Jul 2026), Rebranded from Nurix AI to NuPlay AI (2026), Available on Microsoft Marketplace
Growth metrics
Revenue run rate ~$10M (2026); 500+ workflows live; 20M+ transactions handled monthly; 150+ enterprise customers; 140+ happy clients globally; targeting $25-30M revenue in 12-15 months and $100M by 2029.
Market positioning
Enterprise AI agent platform targeting $100M revenue by 2029, with US expected to contribute ~80% of business. Current run rate ~$10M. Average deal size ~$150K, contracts up to $1M. Targeting 3X annual growth.
Geographic focus
India (50% of revenue) and US (50% of revenue), with expansion into West Asia/Middle East following Verloop acquisition. US expected to reach 80% of revenue in 3-4 years.
About Mukesh Bansal
Co-founder & CEO of Myntra (e-commerce, acquired by Flipkart); Co-founder of Cult.fit (fitness chain); Founder of Meraki Labs (startup incubator); Author of 'No Limits', 'Hacking Health', 'The Start-Up Code'; Angel investor in 26+ startups including Skyroot Aerospace and Groww
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Official website: https://www.nuplay.ai/