Lifemojo, the healthcare company based in Bangalore, that originally started as real time health services providers, and later moved on to selling products online through an e-commerce platform has now been acquired by Via. LifeMojo’s whois.net shows the registrant contact to be Flightraja Travels Pvt Ltd. This confirmed the news of the rumored acquisition.

LifeMojo, a Morpheus backed start-up was co-founded by Varun Gupta and Namit Nangia, who earlier served as technicians under Via, formerly known as Flightraja, incorporated as a B2B travel company in 2007, and later launched as a B2C travel company, Via.com. Although a company spokesman confirmed the deal which might have happened around October last year, no official announcement has been made about the acquisition as such. Gupta has rejoined Via as CTO, while Nangia is now Via’s e-commerce head.

The news first started doing the rounds when Plugged.in flashed a report about the co- founders working on Via Deals service for around 3.5 months, bringing out nothing new except that the company is now formally a part of Flightraja.

Morpheus happens to be one of the prime investors in LifeMojo, being a start-up accelerator that focuses on encouraging early-stage tech ventures. Meanwhile, Via itself has been on an expansion drive, having raised $15 million till now and taking in John Kuruvilla has its chief marketing officer. For Via, it has been inorganic growth throughout. The company made its first acquisition in November last year, acquiring Jalandhar-based travel agency TSC Travel Services for an undisclosed amount. Flightraja also runs a daily deals site, known as Deals More.

In a recent development, Via has now launched a new service called Mera Trip @ Mera Price (MTMP), “that enables customers to quote or specify the price they are prepared to pay when submitting an offer for a particular leisure travel service (be it for flight, hotel or holiday package).”

There is definitely nothing new about this concept, however Via has tried to make it more practical and goal-oriented by not allowing users to choose their flights or airlines. The tickets are also non-refundable, making the service ideal for people who just want the cheapest flight for their travel on a particular day and ready to take the flight at any time.

With the new service online, Via claims that traffic has gone up 45% during the New Year rush. Via is trying to create a different service in an OTA market filled with other big players like Makemytrip, Yatra and Cleartrip. Interestingly, Via keeps flight details under wraps to ensure that no other OTA can tickets at a cheaper price, ensuring competition in the market. What remains to be seen is how successful Via is in this new venture in the months to come.