In a remarkable shift, a multitude of Indian celebrities, spanning the realms of cricket and Bollywood, have transitioned from the glitz of the spotlight to the high-stakes world of startup investments. Noteworthy figures such as acclaimed actors Alia Bhatt, Deepika Padukone, and Priyanka Chopra Jonas, alongside cricket legends Sachin Tendulkar, MS Dhoni, and Virat Kohli, are now leveraging their star power to fuel the growth of promising startups.
In the midst of a challenging funding landscape, startups across diverse sectors, ranging from fintech and space to SaaS and AI, are not only attracting investments from traditional venture capital and private equity funds but are also benefiting from the strategic involvement of these influential celebrities. While celebrity brand endorsements have long been a staple in the marketing playbook, the current trend sees celebrities going beyond mere ambassadorships, actively engaging with founders, and making early investments in disruptive businesses.
For startups, the allure of celebrity investors extends beyond their inherent ability to sway public opinion, particularly on social media platforms. These celebrities become powerful advocates, lending their credibility to the brand and attracting both customers and capital. The infusion of star power not only boosts the startup’s visibility but also solidifies its position in the market.
This newfound synergy between celebrities and startups is a win-win situation. Celebrities find a new avenue to extend their influence and diversify their wealth, while startups gain access to not only financial support but also a valuable network and mentorship from individuals who have navigated the complexities of fame and success.
As we delve into 2023, let’s spotlight some of the star celebrities making waves in the startup ecosystem, contributing not just their names but actively shaping the trajectory of disruptive businesses. In this era of dynamic collaborations, the convergence of glamour and innovation is proving to be a catalyst for both the entertainment and business landscapes, ushering in a new era of entrepreneurial stardom.
Sachin Tendulkar; Crafting a Post-Cricket Legacy
Known as the master blaster of Indian cricket, Sachin Tendulkar has seamlessly transitioned from the cricket pitch to the world of entrepreneurship and investment. His portfolio includes diverse startups such as Smaaash Entertainment, JetSynthesys, and the International Tennis Premier League. In 2023, he added Azad Engineering to his list of investments, a Hyderabad-based company providing cutting-edge engineering and technology solutions for global OEMs in clean energy, aerospace, defense, and oil and gas.
Katrina Kaif; Beauty Mogul and Investor
Stepping into the beauty industry in 2019 with her cosmetic brand, Kay Beauty, in collaboration with Nykaa, Katrina Kaif has transformed into a beauty mogul. With an annualized GMV exceeding INR 100 crore in just three years, Kay Beauty has become a force in the beauty sector. In 2023, Katrina extended her influence into investment by backing HyugaLife, a platform curated by Sachin Parikh, Nykaa’s former CFO, offering over 6,000 wellness items. The venture boasts the expertise of professionals with ties to Amazon and Unilever.
Anushka Sharma; Balancing Stardom and Startups
In 2023, Bollywood actress Anushka Sharma showcased her commitment to children’s health by investing in Slurrp Farm. This health-conscious startup specializes in offering flavoured cereals, ready-to-make foods, and superfoods for children. Adding to her entrepreneurial endeavors, Anushka had previously funded Mille, a health food startup, in June 2023. Beyond the startup world, she manages her own clothing line, Nush, and owns the production house ‘Clean Slate Filmz.’
Deepika Padukone; Brewing Success in Hot Cup of Coffee
In September 2023, Deepika Padukone ventured into the world of investment by backing Blue Tokai Coffee Roasters. The exact amount of her investment remains undisclosed. This move follows the establishment of KA Enterprises LLP in 2017, a company managed by Padukone to handle her finances and invest in startups. The renowned actress joins a list of supporting investors in the coffee venture.
Shilpa Shetty; Star Presence in Agri-Innovation
Adding her name to the list of star investors in 2023, Bollywood actress Shilpa Shetty Kundra invested an undisclosed amount in Kisankonnect, a Mumbai-based startup founded in 2020. Kisankonnect, with a network of 5,000 members and village-level collection centers, simplifies the sourcing and delivery of agricultural products to consumers in Mumbai and Pune. Shilpa’s investment highlights the growing celebrity influence in diverse sectors, including agri-innovation.
Alia Bhatt; Embracing the Soft Touch of Sustainability
In a noteworthy move in 2023, Alia Bhatt has taken on the role of the face for SuperBottoms, India’s sustainable mom and baby care brand. In alignment with her commitment to “Aatma Nirbhar” (self-reliance), Bhatt has collaborated with Pallavi Utagi, the founder and CEO, to champion quality innovation. Together, they are empowering parents to choose sustainable and organic cotton cloth diapers for their babies. Additionally, reports have surfaced indicating discussions between Reliance Brands and Alia Bhatt regarding the potential acquisition of her children’s wear brand, Ed-a-Mamma.
Nayanthara; From Silver Screen Powerhouse to Daring Investor
Renowned for her lead roles in powerful women-centric films and stylish pairings with top actors, Nayanthara has expanded her portfolio in 2023 as an investor. Launching ‘The Lip Balm Company’ and investing in the Chennai-based startup Chai Wale, Nayanthara has demonstrated her entrepreneurial prowess. Her business ventures have gained momentum, with collaborations leading to the introduction of skincare brand 9Skin, sanitary napkins brand Femi9, and investments in the superfoods brand The Divine Foods. Nayanthara’s foray into entrepreneurship showcases her multifaceted approach beyond the cinematic realm, highlighting her commitment to diverse and impactful ventures.
The Takeaway
In the ever-evolving intersection of glamour and entrepreneurship, these distinguished celebrities are not merely adorning their star-studded personas but are becoming influential architects of innovative ventures. These stories not only signify a shift in the traditional roles of celebrities but underscore the power of influence in shaping diverse industries. As these luminaries diversify their portfolios, they transcend the boundaries of entertainment, leaving an indelible mark on the realms of sustainability, fashion, and wellness, proving that their impact resonates far beyond the cinematic stage.
