Purple Digital, a division of Alcove Partners, was formed with the intent of helping businesses move to the digital world. As the team at Alcove Partners listened to many startup pitches and discussed entrepreneurship with hundreds of aspiring students, they realized that most of the first time entrepreneurs lacked sales and marketing knowledge as well as financial literacy. Since they were mentoring some startups, they decided that it made sense to create an in-house digital marketing team that could help these young entrepreneurs. Pretty quickly the team came to understand that hundreds of small businesses in the vicinity needed this support. Conversations with friends and business leaders in the US made them understand that small businesses there could use the cost advantage of using resources in India. It would help small businesses engage with customers through digital marketing at a very reasonable cost. So, Purple Digital started offering its digital marketing services to North American clients.