The deal will enable Sarva gain access to over 20,000 minutes of music and meditation-based content provided via Myndstream, Cutting Edge’s record label, a press statement issued by the company said.
Cutting Edge will also help design and manage music priorities across Sarva’s platform, the release added.
“Given the highly stressed and anxious state of the world today, we hope our music-driven meditation and mindfulness give more and more people an avenue to turn to for relaxation and better sleep,” Sarva founder and chief executive officer Sarvesh Shashi said.
According to its website, the Cutting Edge Group is an independent music publisher, financier and services provider for film and television studios, as well as production houses, gaming studios and online media platforms. The United States and United Kingdom-based group’s services also include music branding and royalty analysis.
The fund raise from the Cutting Edge Group comes just a little over two months after the firm raised capital from cricketer Shikhar Dhawan. At the time, the company said it had raised a cumulative $8 million (around Rs 60 crore) across all its funding round.
The brand also has the backing of venture capital firm Mantra Capital, consumer-focused VC firm Fireside Ventures, global celebrities like Jennifer Lopez and well-known investors Mark Mastrov and Alex Rodriguez to celebrities and influencers like Malaika Arora, Shahid Kapoor and the Patni family.
Founded in March 2016, the company’s offerings include guided meditation and interactive fitness. Its digital offerings include body and mind-focussed programmes. The firm intends to soon launch another category, Nourish, as part of its strategy to connect 7 billion breaths.