Scrunch AI suits enterprise teams that want persona-simulation workflows and checks on whether their content is readable by AI agents, and since June 2026 it belongs to Sitecore, which acquired it for around $225M. Depra suits teams whose buyers are in India, who want public rupee pricing, and who want their own visibility data on screen in minutes.
The acquisition is the fact that should shape your decision. Scrunch is now part of a DXP and CMS suite, which is a real advantage if you already publish through Sitecore and an open question if you do not. This page has a section on where Scrunch is the better choice, because a comparison that concedes nothing gets dismissed by readers and by the AI engines that cross-check it. Scrunch details here are from public reporting as of August 2026, and its pricing is not published publicly, so confirm with Sitecore before you decide.
| Dimension | Depra | Scrunch AI |
|---|---|---|
| Best for | India-focused D2C and consumer brands, and agencies serving them | Enterprise teams on Sitecore wanting persona simulation and agent-readability checks |
| Ownership | Independent, India-built product | Acquired by Sitecore for about $225M, announced June 2026; now part of a DXP and CMS suite |
| India and Hinglish | English and Hinglish prompts (romanised, Latin script) with visibility split by language | India and Hinglish coverage is not published publicly; ask Sitecore |
| Engines | Four tracked: ChatGPT, Google AI Overviews, Gemini, Perplexity. Daily on paid plans, Perplexity weekly | Engine coverage is described on their site; confirm the current list with Sitecore |
| Content-side checks | Not covered. Depra measures engine answers, cited sources and citation gaps, not page-level agent readability | Known for agent-readable content checks and persona-simulation workflows |
| Statistical reporting | Every score carries sample size n and a 95% Wilson confidence interval; alerts fire only outside that band | Methodology is not published at this level of detail; ask Sitecore |
| Pricing | Public: Free ₹0, Solo ₹1,999, Growth ₹7,499, Agency ₹12,499 per month excl. 18% GST | Not publicly self-serve; quoted through sales, with post-acquisition packaging to confirm |
| Entry point | Free plan, no card, first results in minutes | Demo and sales conversation |
| Reporting | Dashboard, CSV export, cited sources and citation gaps, white-label reports on Growth and Agency | Enterprise reporting inside the Sitecore suite; confirm scope with Sitecore |
What is the core difference between Depra and Scrunch AI?
The core difference is scope. Scrunch works on the content side as well as the measurement side: it is known for simulating how different buyer personas encounter your brand in AI answers, and for checking whether your pages are legible to AI agents. Depra does one thing, which is measure what the engines actually say about you and your competitors on identical prompts, then report it with the statistics attached.
The second difference is the buying motion. Scrunch is sold enterprise-style with pricing quoted rather than listed, and it now sits inside Sitecore's product suite. Depra is self-serve at public INR prices, with a free plan that needs no card.
- Scrunch AI Enterprise AI visibility with persona simulation and agent-readable content checks, now part of Sitecore's DXP and CMS suite after a roughly $225M acquisition announced in June 2026.
- Depra Self-serve measurement built for India. Four engines, English and Hinglish prompts, competitor benchmarking on identical prompts, and public pricing from ₹0 to ₹12,499 a month.
Depra vs Scrunch AI: side-by-side comparison table
Every row below is either published by one of the two companies or reported publicly. Where Scrunch has not published something, in particular pricing and post-acquisition packaging, the row says so instead of guessing. Confirm anything decision-critical with Sitecore, since packaging usually changes after an acquisition.
When Scrunch AI is the better choice
Scrunch is the better choice if your team is already standardised on Sitecore. An AI visibility tool that lives inside the platform you publish from removes a category of integration work, and your existing vendor relationship may make the commercial side easier too. That is a genuine advantage and no amount of India focus offsets it for a Sitecore shop.
It is also the better choice if the workflow you want is persona simulation or agent-readability auditing. Those are content-side disciplines Depra does not cover. Depra measures what engines say, it does not audit whether your pages are structured for agents to read. If your main open question is whether your own site is legible to AI crawlers, Scrunch is closer to what you need.
- You already run Sitecore Scrunch is now part of that suite, so visibility data sits next to the CMS your team already uses. Ask Sitecore how the products are packaged today.
- You want persona simulation Simulating how distinct buyer personas meet your brand in AI answers is Scrunch's known strength. Depra runs the prompt set you define and does not model personas for you.
- You want agent-readability checks Depra does not offer these. If page-level readiness for AI agents is the problem you are solving, that gap is decisive.
- Enterprise buying suits you Scrunch does not publish self-serve pricing, and post-acquisition there may be a suite conversation attached. If that process is normal for your organisation, it costs you nothing.
Where Depra is different: India, Hinglish and honest numbers
Depra is built for a market the incumbents do not target. Indian buyers ask AI assistants in English and in Hinglish, the romanised Hindi-English mix people actually type, and visibility in one does not predict visibility in the other. Depra tracks both and reports them separately.
It also refuses to quote a visibility score without the statistics behind it. AI answers vary between runs, so a percentage with no sample size invites you to act on noise.
- Hinglish tracking with a language split Prompts in Latin script the way buyers type them, for example 'India me sabse accha protein powder kaunsa hai?', with visibility reported per language so a gap in one is visible immediately.
- Public INR pricing with GST invoices Free ₹0, Solo ₹1,999, Growth ₹7,499 and Agency ₹12,499 a month, excluding 18% GST, with a GST invoice carrying your GSTIN. No quote required.
- Every score ships with n and a confidence interval Each figure carries its sample size and a 95% Wilson confidence interval, and alerts fire only when a change clears that band.
- Self-serve, results in minutes Sign up with no card. The free plan runs 5 prompts weekly across 3 engines. Paid plans add daily tracking, Perplexity, competitor benchmarking on identical prompts, cited sources and citation-gap analysis, and white-label reports on Growth and above.
- Four engines, stated plainly ChatGPT, Google AI Overviews, Gemini and Perplexity, daily on paid plans with Perplexity weekly. Claude, Copilot and DeepSeek are not covered.
What each one costs, and what is actually public
Depra publishes its prices: Free ₹0, Solo ₹1,999, Growth ₹7,499 and Agency ₹12,499 a month, excluding 18% GST. Scrunch does not publish self-serve pricing, and since the Sitecore acquisition the packaging question is worth asking explicitly: whether you can still buy it standalone, and what it costs alongside or inside a Sitecore contract. Public reporting does not answer that, so ask Sitecore.
For an Indian D2C brand testing whether AI visibility deserves budget at all, the difference is whether you can find out today. A free plan with real data in minutes answers that question cheaply. A quote answers it after a call.
Which should you choose, Depra or Scrunch AI?
Choose Scrunch if you run Sitecore, want persona simulation and agent-readability checks, and buy enterprise software as a matter of course.
Choose Depra if your buyers are Indian. You get four engines, English and Hinglish prompts with a language split, competitor benchmarking on identical prompts, cited sources and citation gaps, GST invoicing, and a sample size plus confidence interval on every number. Start free and let your own data decide.
- Pick Scrunch AI Sitecore is your publishing stack, persona simulation and agent-readable content checks are the workflows you want, and an enterprise purchase is routine.
- Pick Depra India is your market, Hinglish matters, you need INR pricing with GST invoices, and you want to see results before you spend anything.