In a groundbreaking move for mixed reality (MR) technology, Indian startup Flam has developed a cutting-edge infrastructure solution reshaping how brands deliver interactive content to consumers. Founded in 2021 by Shourya Agarwal, Malhar Patil, and Amit Gaiki, Flam has successfully addressed a persistent challenge in the augmented reality (AR) field: balancing performance with accessibility.
Flam’s platform enables seamless integration of MR experiences across various devices, ensuring high-quality delivery while maintaining user accessibility. Leveraging advanced compression algorithms and cloud-based processing, the solution broadens the reach of immersive technology, enhancing how brands engage with their audiences. The platform supports diverse use cases, including immersive advertising and interactive product demonstrations, allowing brands to customize content for their target markets, driving better engagement and retention. Furthermore, Flam prioritizes user feedback to refine its technology, keeping pace with evolving market needs.
Traditionally, implementing AR posed a dilemma for brands: browser-based AR offered broader accessibility at the expense of performance, while app-based AR delivered superior performance but limited reach. Flam’s technology resolves this trade-off, offering app-like performance without requiring users to download an application.
“Flam delivers the best of both worlds,” says CTO Amit Gaiki. “It provides app-level performance with MR bundles under 175KB, eliminating the need for downloads, alongside WebAR-like accessibility and latency under 100ms.” The technology is compatible with billions of smartphones, including low-end Android devices, thanks to Flam’s proprietary libraries.
Key Technical Innovations
Flam’s infrastructure is distinguished by several advanced features:
- Ultra-low latency (under 100ms) for content delivery
- High-resolution outputs (4K at 120 FPS)
- Reliable performance on internet connections as slow as 4 Mbps
- Advanced detection capabilities for surfaces, depth, and lighting
- 100% compatibility across devices using proprietary technology
- Support for billions of concurrent image recognition targets
Real-World Applications and Achievements
Flam has already demonstrated the impact of its technology through high-profile projects, such as:
- Launching new features for Samsung’s flagship smartphones in India
- Creating a mixed reality fashion show for Reliance-owned AJIO
This innovative platform paves the way for a more inclusive and engaging future for mixed reality experiences.
In May 2024, Flam secured INR 38 Cr ($4.5 Mn) in pre-Series A funding from prominent investors, including Silicon Valley Quad, Inventus Capital Partners, and notable angels like Flipkart CEO Kalyan Krishnamurthy. The company has rapidly expanded its reach to over 500 million users and partners with over 80 global brands.
Looking Ahead
Flam is working to democratize mixed reality technology, extending its reach beyond major brands to include individual creators. This approach aligns with broader industry trends, such as Meta’s positioning of the Quest 3 as a mixed-reality headset.
“With our growing range of products, Flam aims to establish a foothold in both the advertising sector and the broader digital landscape.,” says founder Shourya Agarwal.
As the digital landscape evolves, Flam’s technology makes mixed reality experiences more accessible and efficient for creators and consumers. By combining performance with accessibility, the company is exploring the potential of app-free mixed reality solutions in advertising, entertainment, and digital communication.
Published by Iris S.
