Other investors who participated in the round were Neon, formerly 100x Entrepreneurs and angel investors including Postman founder and CEO Abhinav Asthana, FusionCharts founder and CEO Pallav Nadhani, Capillary Technologies founder and CEO Aneesh Reddy, Meta director of engineering Krishna Mehra and GTM Buddy founder and CEO Sreedhar Pedinneni.
The startup was cofounded in 2021 by three former senior executives from Capillary Technologies – Anshul Sao, Pravanjan Choudhury and Rohit Raveendran – also three alumni of the IIT Kharagpur. As a product, Facets.cloud was first built for Capillary Technologies’ internal usage only in 2020.
At Capillary Technologies, Choudhury worked for 10 years and was chief technology officer, Sao was chief architect and Raveendran was principal architect – all key members of the homegrown software-as-a-service startup that offers solutions for loyalty management and customer engagement.
Facets’ platform streamlines all the cloud deployment processes into one generative internal developer platform. Built over the philosophy of DevOps, this approach of productising internal platforms for developer self-service is gaining momentum and is called platform engineering.
The Bengaluru-based company currently has 15 enterprise-scale clients and about a couple of early-stage startup clients. These are spread across India and parts of southeast Asia. “We are doing partial experiments in the United Kingdom and then also with channel partners in India because it makes sense to partner with service-based companies to pitch to their clients. We are trying to position this as a platform engineering product, this category is just starting to evolve,” Choudhury told ET.
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Facets current clientele include Mobile Premier League, Treebo, Capillary Technologies and Purplle. Facets aims to use the freshly raised capital to expand in the United States market, promote and advance the platform engineering philosophy and enhance its product offerings.Owing to the evolving nature of the platform engineering space and how there are not enough reference products, Choudhury told ET that Facets will require significant technology investments. The company is currently building its go-to-market in the United States and aims to make 50% of its revenues from the geography by March 2023, he added.
Facets.cloud is currently a team of 30 staffers.
“By automating last-mile cloud delivery as a product, Facets empowers businesses with self-service infrastructure management, enabling enhanced efficiency and positioning them as industry leaders. Their approach to platform engineering and the innovative self-service platform has the potential to completely transform the landscape,” Anurag Ramdasan, partner, 3one4 Capital, said.
