Led by angel investors Rajesh Sawhney (GSF) and Mukul Singhal (SAIF Partners), Playcez (currently in closed beta) takes a different approach to events discovery by monitoring social media and check­in services with proprietary algorithms (as opposed to pure-play directories).

The event data is dynamic and so far, attempts at scalable directories or listing services have proven dissatisfying. By identifying locations (bars, restaurants, night clubs, even dentist offices) in which consumer traffic is highest, Playcez recommends events and activities that are most popular in a user’s respective city. Users can search events and activities by distance and time.

While SAIF’s Singhal will provide strategic support particularly around the company’s financial model, GSF’s Rajesh Sawhney will prepare the company to extend beyond the Indian market. “What impresses me is Ashwani’s obsession with building a world class product,” says Sawhney. “Ever since I met him six months ago, Playcez continues to evolve as a product and build great consumer traction.” Also, Playcez has been mentored by Ixigo’s cofounder Aloke Bajpai.