According to reports, Flash, which aims to build unified digital identities for frequent shoppers, has raised $5.8 million in seed funding led by global funds such as Global Founders Capital (GFC), White Venture Capital, Zinal Growth, Soma Capital, Emphasis Ventures and Peer Capital.

The funding also saw participation from a host of angel investors, including Flipkart's Binny Bansal, Cred’s Kunal Shah, Udaan’s Sujeet Kumar, and Groww’s Lalit Keshre. White Venture Capital is a fintech-focussed venture fund started by Jitendra Gupta, Amrish Rau and Sweta Rau.

The new startup, which will be launched in India, first, aims to cater to the top 25 million ‘power shoppers’, who account for nearly 70 percent of the country’s online shopping revenue and are estimated to grow to 65 million by 2030.

Flash will look to address potential challenges for these power shoppers around post-order experience, lack of rewards and cluttered communication by introducing unified digital identity that can be used across platforms.

Ranjith Boyanapalli, founder and chief executive officer, Flash says, “We researched their (power user) problems and realized the core issues they are facing include cluttering, usability of rewards, order tracking and summary.

“Without divulging much about the product, he said it would be a consumer-facing platform but earn revenue from brands that sell online. "It will reduce the cost of acquisition and overall lifetime value of a power user for [brands and companies],”adds Boyanapalli.

According to Boyanapalli, Flash will offer the above-mentioned solutions to power users who consume services online across categories such as ecommerce, grocery, ride-hailing and more. It currently has about 25 employees.