Bewgle Ai Marketing [shutterstock: 1639774756, PopTika]
[shutterstock: 1639774756, PopTika]
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SAP Startup Spotlight: Bewgle

SAP invests in a lot of promising startups, and it’s sometimes hard to keep track of all of them. E-3 Magazine has selected the most interesting companies to showcase in our SAP Startup Spotlight Series. In this article, we will take a look at Bewgle.

Ganga Kumar and Shantanu Shah are the two co-founders of Bewgle. Ganga is a veteran product leader with over 25 years of experience building enterprise, advertising and consumer products at Google, Yahoo, 24/7 Inc., and Nokia, amongst others. In his last role, he was a venture partner at Helion Ventures, advising leading Indian companies. Shan is a technology leader with deep experience in building large-scale, highly available consumer products at Google. Winner of the prestigious OS Award recipient at Google, Shan has lead teams for Google Docs, Maps, Android, and other products.

In this E-3 interview, they talk about Bewgle, how their solution works, and what’s next for the company.

Ganga Kumar, Bewgle
Ganga Kumar, Bewgle
Shantanu Shah, Bewgle
Shantanu Shah, Bewgle

What exactly does Bewgle offer?

Bewgle provides deep actionable insights from user-generated content like reviews, social media, videos, images, etc. using AI and NLP, enabling brands to build new products faster, market persuasively, and engage deeply with their customers. Bewgle enables easy access to insights in minutes which would have taken days in the past.

How does your solution work?

Using AI and machine learning, Bewgle answers key questions, such as, ‘What product attributes are important to customers and how satisfied are they with it?’; ‘Who are the users?’; ‘What is the product used for?’; ‘What are the desired features or areas of improvements of the products?’ etc. The product enables brands to compare customer satisfaction of their product with competitors’ at feature level for benchmarking. Brands also use Bewgle’s products for identifying keywords and marketable phrases for SEO/ SEM, ad copy and brand communications. Bewgle’s software has been proven to reduce product launch effort by 33 to 50 percent. 

What are the customer-side requirements? Do they need special technology to use your service?

There are no technical requirements for the customers to get started. Bewgle is a SaaS product which crawls data from the web at large and presents the insights in a web application for the customers to consume.

Why did you start Bewgle to begin with?

The original mission of Bewgle was to help consumers make better decisions (on which products to buy) by analyzing various content (such as reviews and blogs). The amount of information that an average user needs to consume to make an informed decision has been exploding in recent years, and it was our intention to use technology to solve this problem. Over time,  we decided to offer these insights to brands so that they understand the needs of customers better.

How are you connected to SAP? Can your solution be integrated in SAP systems?

We were a part of the Techstars accelerator for AI/ML companies. As a part of this process, we have narrowed down the aspects of the SAP solution portfolio that we best integrate with. Hybris and Hana are two systems that we typically integrate with. We also integrate with Qualtrics for analyzing survey feedback comments and other text inputs. We also offer a rich set of APIs which can be used to integrate with other aspects of the SAP solution.

How has’s involvement impacted your journey?’s involvement has given us reach and credibility which are of great importance when we interact with large consumer brands out there. It has also given us access to the SAP solution ecosystem which enables us to explore integration opportunities and come across use cases that we may not have thought about.

What’s next for Bewgle?

Bewgle’s goal is to become the ‘Brand Management in a Box’ solution for brands and consumer companies, providing insights across the product and customer lifecycle and enabling brands to launch and grow products successfully at a fraction of the current cost.

Thank you for the interview.

Enjoyed this interview in our SAP Startup Spotlight Series? You might also like our piece on Dotaki, a startup providing the e-commerce industry with a disruptive way of serving their online customers.


About the author

Simone Sailer, E-3 Magazine

Simone Sailer is Managing Editor of

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