BENGALURU: Logistics startup Delhivery is adding three new lines of business aimed at boosting revenue while also helping to carve a distinct identity for the Gurgaon-based company that is battling rivals in a crowded market.

The five-year-old company that has so far worked primarily with online retailers, aims to now create technology solutions for merchants, help them list on online marketplaces and develop point-of-sale systems.

“(These) new lines of business will help design optimal supply chains for clients across verticals using comprehensive consumer, inventory and location data,” said Sahil Barua, cofounder of Delhivery which has begun talks with investors including Russian billionaire Yuri Milner’s DST Global, Singapore’s GIC and China’s Hillhouse Capital for a new funding round estimated at about Rs 1,200 crore. Barua declined to discuss details of the funding round with ET.