Snooplay is a toy-tech company co-founded by Aanchal Mahajan and Brij Raj Singh in 2019. It serves as an AI-powered platform that is shaping a new play culture in India. From a carefully curated toy bazaar, the business transformed into a full-stack tech-enabled ecosystem that revolves around browsing, shopping, and sustainable disposal.
“We are building India’s only toy app that’s serious about play. An app that helps you discover and buy the right toy when your child needs it and lets you trade it in for store credits once they’ve outgrown it. No clutter, no guilt. Just a smarter way to play,” said Aanchal, the co-founder of Snooplay
“In a market flooded with noise, parents often don’t know what to buy, when to buy, or why a toy is even relevant. And once a toy is outgrown, it ends up in a pile – unused, unloved, and adding to clutter. Snooplay was founded to change that,” added Aanchal.
Snooplay launched its mobile app in 2025 to improve the experience of its customers in finding suitable toys across different age groups. With more than 6,000 products in their inventory, they serve a diverse clientele that includes adults, children, students with special needs, therapists, and educators.
Their objective? Play for everyone.
Funding
In a pre-Series A1 investment round headed by Pravek Family Office and additional strategic angel investors, Snooplay has raised Rs 8 crore. The round also included participation from high-profile angels such as Arjun Vaidya (Founder, Dr. Vaidya’s), Shivangi Bajpai (Flipkart), and other investors with backgrounds in wellness, education, and consumer tech. The business has also raised $535K in a seed funding round previously.
Snooplay intends to utilize the ₹8 crore in investment for tech upgrades, brand partnerships, hiring talent, and expanding its reach.
Why the Toy Market Is Hot Right Now?
By 2027, the toy market in India is expected to reach $3 billion. Growing disposable incomes, more knowledge of child development, and a Made-in-India mentality are the primary forces behind it. The Government also pushes domestic toy manufacturing in India, which works in favor of homegrown brands like Snooplay.
When discussing the company’s future plans, Brij Raj says, “Snooplay’s roadmap for the next three months includes onboarding at least 500 sellers, increasing our unique SKUs from 5000 to 10000 by October, and developing a sophisticated AI-driven recommendation tool. Moreover, we are also focusing on upgrading our website to ensure a gratifying customer experience, launching books as a category, and expanding on plush toys.”
In contrast to multinational corporations that mass-produce for financial gain, Snooplay is establishing an independent marketplace by offering more than simply toys—it is offering meaning.
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