Xtendr launches bitom platform to digitise physical brand touchpoints

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Platform allows brands to update consumer interactions without changing assets

By BL Mumbai Bureau

Updated - October 22, 2026 at 09:25 PM. | Mumbai

Xtendr has launched bitom, a platform that enables brands to link packaging, products, print and other physical touchpoints to digital experiences that can be updated without changing the underlying assets. The platform is designed to help businesses manage and measure consumer interactions across physical and digital channels.

Founded by Anurag Sachdeva, who spent over six years leading Rovio’s Angry Birds business across 13 countries, Xtendr has enabled over 350 million brand-led consumer conversations. Its clients include Britannia, ITC, Coca-Cola, Unilever, Perfetti, Kimberly-Clark and Pernod Ricard across India, South-East Asia and West Asia.

Sachdeva said the platform emerged from the challenges of building and scaling customised consumer experiences. Bitom is designed to let brands create and update these experiences without developing each execution from scratch.

The company describes bitom as an operating system for connected experiences, using templates to simplify the creation of interactive campaigns. Its target users include marketers, packaging designers, creators and media planners.

The platform will operate alongside Xtendr’s existing customised services. Experiences developed for larger brands can be adapted into templates for use across product portfolios, while smaller businesses can access existing formats without commissioning bespoke projects.

Brands can use the platform to connect physical assets with digital content, promotions and consumer research. The company also plans to provide measurement capabilities covering interactions, engagement, participation and consumer choices. Conversion tracking will depend on the availability of commerce integrations.

Co-Founder Neha brings more than a decade of licensing experience, including work involving intellectual property associated with Bollywood celebrities.

In licensing, the platform is intended to help intellectual property owners and licensees develop digital and phygital promotional assets using pre-approved templates. Digital features on licensed merchandise can also support content discovery, product promotion and authentication.

Published on October 22, 2026

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