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Mobile-first entertainment startup Rusk Media bags Rs 103-crore funding led by IvyCap Ventures

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  Published in Media and Entertainment on Thursday, October 9th 2025 at 7:55 GMT by moneycontrol.com
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Mobile‑First Entertainment Startup Rusk Media Secures ₹103 Crore in Growth‑Stage Funding Led by IvyCap Ventures

A fresh injection of capital has put the Bengaluru‑based mobile‑entertainment platform Rusk Media on a fast‑track toward scaling its product, expanding its content library, and cementing its place in India’s rapidly growing short‑form video market. On September 15 2023, the company announced that it had raised ₹103 crore (about $12 million) in a new funding round that was led by IvyCap Ventures, the growth‑stage arm of the IvyCap group. The round also attracted participation from a mix of existing investors, institutional partners, and a few angel backers, underscoring the confidence that the market has in Rusk Media’s unique value proposition.

What Rusk Media Is All About

Rusk Media, founded in 2021, positions itself as a mobile‑first entertainment ecosystem that aggregates, curates, and monetises short‑form video content. The startup’s flagship product, the Rusk app, delivers a personalised feed of up to 15‑minute video clips that span a wide array of genres—from sports highlights and comedy sketches to lifestyle hacks and niche hobby content. According to the company’s own data, its library has grown to over 10,000 curated videos and it is serving a user base that has surpassed 4 million downloads across India, with a particular focus on tier‑2 and tier‑3 cities where mobile consumption is exploding.

The company differentiates itself through a hybrid content model: it licenses premium, high‑quality videos from independent creators and studios, while also curating user‑generated content that passes a robust quality‑control checklist. To maximise reach, Rusk Media partners with regional OTT platforms and social media apps, embedding its content via APIs and offering “content‑as‑a‑service” modules that allow larger publishers to tap into the brand’s recommendation engine.

Why the Funding Matters

In the interview with Moneycontrol, Rusk Media’s CEO, Rahul Sharma, explained that the ₹103 crore round will primarily fund three strategic pillars:

1. Technology & Product Development – The company plans to enhance its AI‑driven recommendation engine, improve video compression techniques to reduce bandwidth consumption, and launch a cross‑platform SDK that allows other media players to integrate Rusk’s feed natively. The objective is to keep the app’s launch‑time under 2 seconds and to maintain a 95 % video‑play completion rate.

2. Content Acquisition & Partnerships – A significant portion of the capital will go into securing exclusive rights for niche content such as regional sports leagues, independent short‑form cinema, and educational series. Rusk Media also intends to deepen its partnership network with over 50 regional broadcasters, thereby expanding its content catalogue to more than 30 languages.

3. Geographic and Demographic Expansion – The startup aims to increase its footprint beyond India by targeting the larger South‑East Asian market (Indonesia, Thailand, Vietnam), where mobile penetration is projected to hit 95 % by 2025. In India, Rusk Media plans to launch localized versions for Kannada, Tamil, and Malayalam audiences, thereby capturing the 350‑million‑strong regional user base.

“We’re at a unique juncture where mobile traffic is not just growing; it’s changing the way people consume stories and entertainment.” Sharma said. “The funding gives us the runway to build a product that is not only faster and smarter but also richer in content and more accessible across diverse linguistic communities.”

IvyCap Ventures: A Strategic Backer

IvyCap Ventures, co‑founded by Anil Jain and Deepak Patel, is a boutique venture firm known for its data‑driven approach to investing in high‑growth tech companies across India. The firm has previously backed names like ShareChat, Dunzo, and Razorpay, and has a particular interest in media, e‑commerce, and fintech. In a statement, Kartik Kumar, Managing Partner at IvyCap, described Rusk Media as a “disruptive entrant that is redefining how mobile users engage with entertainment.” He added that the firm sees substantial upside in the company’s content‑curation model, especially as the Indian market continues to pivot toward short‑form video content that is heavily monetised through in‑app advertising and subscription add‑ons.

The participation of other investors—most notably Y Combinator India and a consortium of angel investors led by Kunal Bahl of Snapdeal—further validates Rusk Media’s growth trajectory.

Traction & Milestones

Rusk Media’s journey has been marked by impressive milestones, many of which were highlighted in the announcement:

• Seed Funding: The company raised ₹2 crore in its seed round in March 2022, followed by a ₹20 crore Series A in July 2023, which helped launch the Rusk app on Google Play and the Apple App Store.

• User Metrics: As of the funding announcement, the app had 4 million active users and a day‑to‑day growth rate of 12 %. Monthly revenue from ad placements alone exceeded ₹12 crore.

• Partnerships: Rusk Media secured distribution deals with Hotstar, JioCinema, and a handful of independent regional streaming platforms, enabling its content to be featured as “Rusk Originals” in curated playlists.

• Technology Stack: The platform is built on a combination of AWS and Google Cloud, with a microservices architecture that facilitates rapid scaling. Rusk Media’s proprietary AI model, RuskNet, reportedly improves content relevance by 30 % over its competitor’s baseline algorithms.

Looking Ahead

The fresh capital infusion is expected to enable Rusk Media to accelerate its go‑to‑market strategy, enrich its content catalogue, and enhance its technology stack. The company is also planning to launch a premium subscription tier—the “Rusk+” service—by Q3 2024, which will offer ad‑free viewing, early access to premium content, and exclusive live‑streaming events.

“This is not just a financial win; it’s a validation of our vision,” Sharma said. “We’re committed to democratising access to quality entertainment for every Indian household, regardless of language or location.”

Bottom Line

Rusk Media’s ₹103 crore funding round, led by IvyCap Ventures, represents a significant milestone for a company that is positioned at the intersection of mobile technology and entertainment. With a robust content library, a data‑driven recommendation engine, and a clear expansion roadmap, Rusk Media is set to compete aggressively in India’s next‑generation media landscape. As mobile consumption continues to dominate, the startup’s growth trajectory—and the confidence shown by investors like IvyCap—could make it a household name in the next few years.