New Marketing Channel for D2C Brands: How Pauket is Revolutionizing In-App Rewards

• ByStartupStory     |    March 18, 2025

In the rapidly evolving digital landscape, where brands are vying for user attention and consumer applications are struggling to balance monetization with engagement, one startup is rewriting the rules of in-app rewards—Pauket.

Founded by serial entrepreneur Sudarsan Babu and former PayPal tech expert Srividya Rajagopal, Pauket was born out of a shared vision: to create a seamless, performance-driven rewards ecosystem that benefits both brands and consumer applications. Their journey began with firsthand experiences of market inefficiencies—Sudarsan’s work with Adfarm highlighted the need for effective calls to action in advertisements, while Srividya’s tenure at PayPal during the Honey acquisition exposed the gaps in reward distribution. They identified a crucial market need: a universal rewards engine akin to UPI, but for incentivization.

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