Sachin Tendulkar's Smaaash entertainment to raise Rs 200 crore, to expand in US, Dubai

Smaaash Entertainment, a sports-based virtual entertainment company that cricket legend
Sachin Tendulkar co-owns, is close to raising Rs 200 crore from private equity investors, which would be used for its further expansion.

"Right now we are in the midst of raising money for our international expansions and we should announce the closure in the next one month," Smaaash founder Shripal Morakhia told ET. He declined to disclose the names of the investors, but said that they are global PE funds.

"These days, every investor is running after internet-based companies, so we really had to struggle and we are fortunate that people have decided to back us," he said.

India has five gaming arcades operated by Smaaash, offering a variety of gaming options, which includes taking a strike against famous international cricketers, viz. former Australian spinner Shane Warne and former Pakistani fast bowler Shoaib Akhtar.

The concept was launched by Smaaash in 2013, and it allows algorithm-based techniques to help ball-throwing machine pitch balls like the famous bowlers.

When it comes to soccer, a player can collect, dribble and block goals based on simulations that were created with the help of Portuguese football icon Christiano Ronaldo.

As of now, Smaaash has signed up 47 cricketers from various countries, and records their bowling and batting actions for about two weeks. "We have created virtual models of (London's) Lords Stadium and put the cricketers against that," he said. "It takes us 12 days to actually make people play. We study the player's bowling strengths and through an algorithm we create a library."

Other than Sachin Tendulkar, the venture has seen Mauritius-based FW Sports Investment Fund investing in it. Smaaash now wants to open gaming centres in several overseas spots, including Mall of America in Minneapolis, which is one of the largest malls in the United States. Besides, shopping and entertainment destinations in Dubai and Jeddah are also in the pipeline.

Domestically, Smaaash is coming up with centres in Ludhiana and Chandigarh, while adding two to the list in Delhi.

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