Wondrlab acquires OPA, its sixth acquisition to date

In a strategic move to solidify its position in the influencer marketing space, Mumbai-based marketing technology agency Wondrlab has acquired OPA, an influencer marketing platform. The deal marks the company’s second acquisition in this sector and its sixth overall, further strengthening the company's foothold in the rapidly growing creator economy. Founded by Saurabh Varma in 2020, Wondrlab has attracted $13 million in investment to date.

OPA, known for collaborating with over 300,000 influencers and 500 prominent brands including Nykaa, Vero Moda, Purplle, Sugar, and Plum, handles around 40,000 influencer campaigns each month. With this acquisition, Wondrlab aims to enhance its influencer marketing capabilities, complementing its existing data-driven platform, Opportune.

“We are super excited to welcome OPA to the Wondrlab family. We remain extremely bullish about the creator economy,” said Varma, underscoring the company’s commitment to leveraging influencer collaborations as a key driver of engagement for brands.

OPA’s co-founders, Rupansh Goyal and Chandan Routray, both IIT alumni, expressed enthusiasm about joining forces with Wondrlab. "We’re confident that we’ll unlock new opportunities for brands and influencers, driving even more impactful collaborations," said Goyal.

Routray added that OPA has "only just scratched the surface" of the creator economy and sees vast potential in expanding branded collaborations with Wondrlab’s 360-degree marketing expertise.

This acquisition is part of Wondrlab's broader strategy to scale its operations and services in the digital marketing space. The company has been steadily building its portfolio with earlier acquisitions, including What’s Your Problem (WYP), Opportune, and more recently, WebTalk, a marketing agency based in Poland. Wondrlab’s global ambitions are evident, with plans to open new offices in Vietnam, the US, and West Asia, and the integration of technology, particularly artificial intelligence (AI), into its client offerings.

Wondrlab’s proprietary platform, Hector, is one example of this tech-driven approach, designed to help brands manage expenditure on e-commerce platforms like Amazon and Flipkart. With its sights set on further growth, the company is looking to raise additional capital to support its expansion into new markets and enhance its technology-driven services.

The timing of Wondrlab’s expansion into influencer marketing aligns with broader industry trends. According to a report by GroupM, digital media advertising in India is projected to grow by 13% in 2024, reaching INR 88,502 crore and accounting for 57% of total ad spending. Despite a slight slowdown in the overall growth of advertising expenditure—projected to increase by 10.2% in 2024, compared to 11.3% in the previous year—India remains one of the fastest-growing advertising markets globally.

As the influencer marketing landscape becomes increasingly competitive, for Wondrlab, the acquisition of OPA is more than just a strategic business move—it’s a step towards becoming a dominant player in the creator economy. With its growing portfolio of services and continued investment in technology, Wondrlab is betting on the power of influencers and AI to drive the future of marketing. "We’re at an inflection point in the creator economy space," said Varma. With this acquisition, Wondrlab is clearly positioning itself to lead the charge.