Nitro Commerce and GetVantage Launch INR 100 Cr Embedded Capital Program for MSMEs The funding is intended to help brands meet marketing, inventory and expansion needs without equity dilution.
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Nitro Commerce, powered by GetVantage, has announced the launch of an INR 100 crore Embedded Capital Program aimed at supporting the growth of emerging micro, small and medium enterprises (MSMEs) and digital-first brands in India.
The initiative follows a strategic partnership between Nitro Commerce, an AI-powered marketing technology and commerce solutions firm, and GetVantage, a cash-flow–based financing platform for MSMEs.
Under the program, GetVantage has earmarked INR 100 crore in growth capital exclusively for businesses referred by Nitro Commerce. The funding is intended to help brands meet marketing, inventory and expansion needs without equity dilution.
According to the companies, digital-first brands often face what they describe as a "growth capital paradox", where increased demand driven by digital marketing requires additional working capital to fulfil orders. The partnership seeks to address this challenge by linking marketing performance with faster access to financing. Nitro Commerce's AI-led tools focus on customer acquisition and conversion efficiency, while GetVantage uses performance data to enable quicker funding decisions.
During a pilot phase conducted ahead of the formal launch, several brands tested the model. A fashion brand reported an 18 percent improvement in return on ad spend after using Nitro X, a user identification solution, and later raised capital from GetVantage to support an inventory expansion. Other participating brands included Ninja Labs, Babaji Ki Booti, GoodVeda and Tennis Outlet.
The collaboration also involves a digital, consent-based data exchange. Marketing and performance insights from Nitro Commerce are integrated into GetVantage's underwriting system to speed up assessments while adhering to data privacy norms.
Bhavik Vasa, founder of GetVantage, said, "For the next generation of high-growth Indian brands, access to instant, fair, cashflow-based financing is no longer a luxury; it's a core growth driver."
Umair Mohammed, Founder and CEO of Nitro Commerce, said the partnership aims to remove barriers related to "speed, profitability and scale", while offering founders a more predictable growth path without dilution.
