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Smart label creator Adrich is set to receive seed funding from the Sony Innovation Fund.

The Pittsburgh Post-Gazette reports that the startup, which has already been given an estimated $95,000 in funding, is likely to receive less than $1 million in this round.

According to the company’s website, Adrich’s smart labels connect brands and retailers through product usage data and analytics. Its smart labels monitor where, when and how a consumer product is used, then sends the usage data from labels to smart devices, where the data is aggregated and presented on a dashboard.

Its capability includes the ability to send surveys, questionnaires or feedback requests directly at the point of consumption.