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Startup Deep Dive : Nurix AI — funded ahead of revenue, then its founder called AI hype ahead of reality

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The Invincible India Startup Deep Dive featured graphic for Nurix AI.

Nurix AI closed a $27.5 million funding round within weeks of going public with its pitch, months before it had booked a single quarter of revenue. Two years on, in November 2025, its own founder stood on stage at TechSparks Bengaluru and said the industry he had just bet his third startup on was running ahead of what it could deliver: “the last mile of AI, in terms of reliability, matching authentic human intelligence, having judgment, are not there,” Mukesh Bansal told YourStory.

That contradiction sits at the centre of this company. Nurix AI has since raised a second round, pulled in Prosus as a growth investor, bought a ten-year-old rival, renamed itself NuPlay AI, and set itself a revenue target it has not yet confirmed hitting. This piece works through the funding, the numbers that exist, and the gap between the valuation and the filed revenue.

Quick facts

Company Nurix AI, rebranded NuPlay AI in August 2026 (legal entity: Nurix Labs Private Limited)
Founded 2024, Bengaluru
Founder(s) Mukesh Bansal (founder and CEO) and Abhishek Asawa (co-founder)
Businesses Enterprise voice and chat AI agents (NuPlay platform); acquired conversational-AI firm Verloop.io in July 2026
Latest FY revenue FY25 revenue under ₹10 crore; Inc42 puts it at roughly ₹4.3-5.4 crore
Latest FY profit/loss Not disclosed publicly
Listed Private; not listed on any exchange
Market value / last valuation $67 million pre-money, reported March 2026
Key shareholders Mukesh Bansal, Meraki Labs, General Catalyst, Accel, Prosus

What they do

Nurix AI, now trading as NuPlay AI, builds custom AI agents that enterprises deploy for sales, customer support and back-office workflows, using proprietary voice technology alongside chat automation it acquired from Verloop.io. Its pitch is what Bansal calls the “autopilot enterprise”: AI agents that handle repeatable, high-volume work across voice, chat and email, freeing human teams for judgment calls the software cannot yet make. Customers span retail, insurance, financial services, lending and home services, and the company says it counts brands including Myntra, Cult.fit, Super.money, Aditya Birla Capital, Groww, Tata Digital and FirstMid Insurance among its deployments, according to its own company website.

The origin

Bansal has traced the idea back to his time building Myntra, the fashion e-commerce company he co-founded and later sold to Flipkart for more than $330 million in 2014, as reported by Mint. Running large consumer operations, he has said, taught him that enterprises are full of repeatable work, and that the cost of that work scales in a straight line with headcount. Generative AI, arriving a decade later, looked like a way to break that line. Bansal and co-founder Abhishek Asawa, who had worked across McKinsey, J.P. Morgan and Tata Digital before joining Bansal’s incubator Meraki Labs, built Nurix on the specific bet that conversational AI, being easy to measure against a human baseline, was the cleanest entry point into a much bigger goal: running whole enterprise workflows on autopilot.

The struggle years

Nurix is young, and it has not had the kind of near-death funding drought that defines older Indian startup narratives; it raised $27.5 million within months of starting up. Its struggle has instead been a credibility one, playing out in public even as the money kept arriving. By November 2025, Bansal himself was telling a TechSparks Bengaluru audience that AI’s hype had outrun its reality, and that the technology’s “last mile” of reliability and judgment was not there yet, as reported by YourStory. That is an unusual admission from a founder mid-raise, and it points to the real friction inside the business: getting AI agents to work reliably enough for regulated, customer-facing work in insurance and financial services is harder than a demo suggests. The company’s answer, through 2025 and into 2026, was to expand beyond voice alone. Bansal told Mint that once Nurix’s voice AI customers were “stabilised and happy,” the company began extending the same approach to back-office and operational workflows rather than staying a single-product voice vendor. That expansion culminated in the acquisition of a competitor rather than years of organic chat-product development, a sign that building chat capability from scratch inside the funding window it had was not fast enough on its own.

The turning point

The clearest inflection came in July 2026, when Nurix AI acquired Verloop.io, an enterprise chat-automation company that had been operating for roughly a decade, according to Entrackr and Inc42. The financial terms were not disclosed by either company. Verloop brought a chat-automation platform already processing tens of millions of conversations a month and a customer base concentrated in financial services and retail across India and the Middle East, per Dealroom’s coverage of the deal. Verloop founder Gaurav Singh joined Nurix’s leadership team to help shape product strategy and go-to-market, per Inc42. Weeks later, on 3 August 2026, the combined company rebranded from Nurix AI to NuPlay AI, folding voice and chat under one platform and setting a public target of 4x growth over the following two years, as reported by Analytics India Magazine. The rebrand mattered because it converted an acquisition into an identity: the “Nurix” name, built around one product category, gave way to one built around the wider autopilot-enterprise thesis.

The money behind it

How it makes money

Nurix AI/NuPlay sells enterprise software: companies pay to deploy its AI agents across voice, chat and email channels for sales, support and operational workflows, rather than the company earning consumer-facing revenue. Its own materials describe three technical layers underpinning the product — a self-improving feedback layer called NuLoop, a real-time monitoring layer called NuPulse, and a shared-memory layer called NuContext — pitched as reducing the manual engineering work competitors need to keep agents accurate over time, according to the company’s own site. Neither the pricing model (per-seat, per-conversation or outcome-based) nor gross margin has been disclosed publicly; this is typical for a two-year-old enterprise AI vendor that has not filed detailed accounts. What is documented is intent: Bansal told Mint in June 2025 that Nurix was targeting $10 million in annual recurring revenue by the first half of 2026, after nearly doubling revenue over the prior three quarters, with October (2024) as its first revenue-generating quarter. The part people tend to get wrong, based on Bansal’s own public comments, is assuming a working demo equals a production-grade deployment: he has said publicly that the reliability and judgment gap between the two is still the hard part of the business, not the sales motion.

The numbers

Figures in ₹ crore unless stated; FY26 line is a stated target, not a filed result
Period Revenue Profit / loss
FY24 (founding year, part-year) Pre-revenue; first billable quarter was October 2024 (Mint, June 2025) Not disclosed
FY25 Under ₹10 crore; Inc42 estimates ₹4.3-5.4 crore Not disclosed
FY26 (in progress) Company target: $10 million ARR run-rate (~₹96 crore annualised) by H1 2026; actual FY26 revenue not yet reported Not disclosed

The gap in this table is the story: a company that had under ₹10 crore of revenue in FY25 was carrying a $67 million pre-money valuation by March 2026, and its own stated ARR target for the first half of 2026 is roughly 18-20 times that FY25 revenue. Neither the FY26 outcome nor any profit or loss figure has been made public as of September 2026.

Where the money comes from

The risks

The takeaway

The lesson in Nurix AI’s short life is not about product or even funding speed; plenty of Indian AI startups have raised fast. It is about what a founder does with the gap between hype and delivery once he has raised on the hype. Bansal chose to say the quiet part in public, telling an audience that the category he had raised tens of millions of dollars to build was not yet reliable enough to match human judgment, while simultaneously buying a competitor and setting an aggressive revenue target anyway. That combination, candour about the technology’s limits paired with aggressive scaling of the business built on it, is the transferable bit: raising on vision is the easy half, and it buys time, not proof. The harder half is closing the gap between a pre-money valuation and a filed revenue number before the market stops being patient about the difference.

Frequently asked questions

What does Nurix AI do?

Nurix AI, which rebranded as NuPlay AI in August 2026, builds custom AI voice and chat agents that enterprises use for sales, customer support and back-office workflow automation, serving sectors including retail, insurance, financial services and lending.

Who founded Nurix AI, and when?

Nurix AI was founded in 2024 in Bengaluru by Mukesh Bansal, co-founder of Myntra and Cult.fit, along with co-founder Abhishek Asawa, and was incubated inside Bansal’s startup incubator, Meraki Labs.

How much funding has Nurix AI raised?

Nurix AI raised $27.5 million in a combined seed-and-Series A round in September 2024, led by General Catalyst and Accel, and added a further round in March 2026 that brought in Prosus, taking total disclosed funding to roughly $42.1 million as of 7 March 2026, according to Inc42.

What is Nurix AI’s valuation?

Its March 2026 funding round was reported at a pre-money valuation of $67 million, according to Inc42; the company has not disclosed a post-money figure publicly.

Why did Nurix AI rename itself to NuPlay AI?

Nurix AI renamed itself NuPlay AI on 3 August 2026, after acquiring conversational-AI firm Verloop.io in July 2026, to reflect a combined voice-and-chat platform and a stated target of 4x growth over the following two years, as reported by Analytics India Magazine.

Sources

Figures are as of September 2026. Currency converted at $1 ≈ ₹96.0 as of 18 September 2026 (Trading Economics).

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