Snehal and Swapnil Shinde: Twin Visionaries Behind Mezi’s Trailblazing Success

Mezi’s story is a remarkable example of the entrepreneurial prowess of identical twins Snehal and Swapnil Shinde in the fast-paced world of start-ups. Their business, Mezi, was an AI-driven concierge app that specialised in travel and had an incredible journey that ended with American Express purchasing it. The 39-year-old Shinde brothers have a track record of working well together, and Mezi’s tale adds yet another chapter to their entrepreneurial past.

The Mezi journey took an unexpected turn in July last year when Snehal Shinde walked into a California restaurant for a meeting with American Express executives. Little did he anticipate that the dinner would conclude with an acquisition offer for Mezi. The Shinde brothers had previously experienced startup success, having sold their first venture, the Indian music-focused streaming app Dhingana, to Rdio in 2014 for approximately $10 million.

Mezi’s distinctive feature was a chat platform designed to engage with consumers, addressing their travel needs, providing suggestions, and facilitating transactions with minimal human intervention. Approximately 60% of Mezi’s responses were automated, showcasing the power of AI in reshaping the travel concierge landscape. The brothers’ ability to foresee industry trends and leverage technology played a pivotal role in Mezi’s rapid rise.

The acquisition offer from American Express was a significant milestone for the Shinde brothers. Mezi’s success in catering to premium consumers and its strategic focus on the travel vertical set it apart in an industry that had witnessed the rise and fall of numerous personal assistant start-ups. The decision to initially serve high-net-worth individuals and senior management executives proved instrumental in building a product that resonated with its target audience.

One of Mezi’s key moves was white-labelling its products, selling technology to businesses seeking to launch their concierge services. This B2B approach not only ensured a steady revenue stream but also minimized marketing and customer acquisition costs. American Express recognized the value of Mezi’s technology and was already a participant in the company’s journey through its investment arm, American Express Ventures.

Negotiations for the acquisition were intense, with the Shinde brothers standing firm on their valuation. The company had received funding of $9 million in a series A round in July 2016 and was on the verge of planning a series B round when American Express expressed interest. Mezi’s B2B model had gained traction, and its technology played a crucial role in the success of AskAmex, the bank’s concierge app.

By September 2017, the acquisition deal was agreed upon, culminating in the official acquisition in January 2018. While the final figure remains confidential, Snehal Shinde expresses satisfaction that it met their expectations. Mezi became a beacon of success in an industry where profitable exits are rare, showcasing the brothers’ ability to navigate the complexities of startup ventures.

The entrepreneurial journey of Snehal and Swapnil Shinde began in their hometown of Nashik, where they grew up in a family of entrepreneurs. Their early experiences, including selling paintings at the age of 14, laid the foundation for their future collaborations. From building a location-based advertisement product during their engineering curriculum to launching a Windows-based streaming app for Howard Stern’s radio show, the brothers displayed a knack for innovation.

Their first start up, Dhingana, was launched in 2011 after the brothers quit their jobs at Yahoo. Despite operational challenges, Dhingana gained significant traction, showcasing the Shinde brothers’ ability to create products with mass appeal. The subsequent sale of Dhingana set the stage for their next venture, Mezi, which would become a trailblazer in the travel concierge segment.

The twins’ complementary skills and shared passion for technology, gadgets, and innovation have been instrumental in their success. The acquisition by American Express marked a new chapter for Mezi, which continues to operate as a wholly owned subsidiary. As the Shinde brothers steer Mezi under the American Express umbrella, their entrepreneurial journey stands as an inspiration for aspiring founders and a testament to the enduring power of innovative ideas.