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Ranjit Mulgaonkar

DNA Response, a 5-year-old Seattle company that helps consumer brands expand their offerings on online marketplaces such as and eBay, is merging with Clearwater, Florida-based Bluewater Digital to form a new entity known as Zahalo.

Terms of the merger were not disclosed.

DNA Response employs 19 people in Seattle, Philadelphia and, Pune, India, while Bluewater Digital employs nine in Florida. It plans to grow to about 35 employees next year.

“We have been working with Bluewater Digital as a strategic partner for last year and a half,” said Ranjit Mulgaonkar, the co-founder and CEO of DNA Response. “We have many customers in common who use services from both companies. DNA’s focus has been purely on online marketplaces such as Amazon, Walmart, eBay, Amazon EU.”

He added that the two companies will continue to offer digital marketing, web development and online marketplace management services to customers. But Zahalo also will expand into areas such as audience aggregation and distributed e-commerce solutions, the companies said.

“Not only will we help brands achieve optimum success through traditional digital channels, we will change the way trust is established between brands and consumers by bringing native e-commerce solutions to content creators and influencers” said Mulgaonkar in a statement.

Prior to founding DNA Response, Mulgaonkar worked director of business development at Amazon Merchant Services. He’s also worked at Avalara, Adobe, Network Commerce and iCat.


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