Nvidia has invested in Indian artificial intelligence startup Simplismart as part of a $14 million funding round aimed at improving the efficiency of AI computing systems.

The investment reflects growing interest in technologies that help businesses operate AI models at lower costs.

The funding round was led by Dallas Venture Capital, with participation from Nvidia, Accel, Shastra VC and Micromax.

The investment reportedly values the Bengaluru-based startup at approximately $100 million.

Simplismart develops software that helps companies deploy and manage AI models more efficiently.

Its technology adjusts how AI models operate on existing computing infrastructure, potentially reducing the number of graphics processing units required for certain workloads.

The startup says its software has helped AI video-generation platform InVideo reduce GPU serving costs by 56%.

Simplismart also works with companies including HeyGen, Higgsfield and enterprise AI startup Ema.

The investment comes as businesses increasingly seek ways to reduce the cost of running AI applications.

Nvidia’s backing of Simplismart demonstrates how software efficiency could become an important part of the AI business ecosystem, even as demand for computing hardware continues to grow.