Celebrity investors move beyond endorsements, take equity in startups

Celebrities are increasingly taking equity stakes in Indian startups and getting involved in products, creative direction and brand-building beyond advertising

Indian startups are increasingly bringing celebrities into their businesses as investors, cofounders or cocreators, as they look to tap their influence beyond advertising.

 

From Shah Rukh Khan, Kareena Kapoor Khan and Shraddha Kapoor to Shilpa Shetty Kundra and Triptii Dimri, celebrities are taking equity stakes while getting more involved in products, creative direction and brand building.

 

This trend is evident in the funding data. According to Tracxn, India’s top 10 celebrity investors have participated in 49 disclosed funding rounds across 34 startups between 2021 and 2026 year-to-date (YTD). The total value of these rounds is around $460 million.

 

One of the latest examples is eye beauty startup Peep Beauty which has onboarded Triptii as an investor and cocreator.

 

The company has raised ₹12 crore and Triptii is part of the investor pool. According to the startup, the actor will work closely with the founding team on creative direction, product conversations and brand storytelling from the early stages. 

 

Speaking on the announcement, Triptii said, “The eye is one of the most expressive parts of who we are, yet coloured lenses have always been spoken about as a functional or medical category... Being part of building a brand from ground up, contributing creatively, and helping shape its vision made this partnership incredibly exciting for me.”

 

The move comes as celebrities are taking frequent bets on startups.

 

Based on Tracxn data, Shilpa leads the ranking with 10 disclosed rounds, followed by MS Dhoni and Sachin Tendulkar with six rounds each. Shraddha and Virat Kohli follow with five rounds each.

 

One of the companies Shilpa has invested in is kids’ lifestyle startup Rosada. “Our investor is Shilpa Shetty Kundra. What makes this partnership unique is that she was already a genuine customer of the brand before deciding to invest, making this a truly organic association,” said Shalu Agarwal, founder of Rosada.

 

Agarwal said that after Shilpa joined as an investor, the impact has extended across several business metrics. “We've witnessed a sharp increase in brand awareness, website traffic, and customer acquisition, along with stronger consumer trust and engagement. Revenue has almost doubled compared to the previous period, supported by improved conversion rates and repeat purchases.” 

 

Beyond consumer metrics, the partnership has generated substantial interest from retailers, strategic partners, and prospective investors. 

 

A similar transition from being a customer to investor is visible at footwear and fashion startup Fizzy Goblet, where Kareena has made a strategic investment. 

 

According to Laksheeta Govil, founder and chief executive officer (CEO) of Fizzy Goblet, Kareena had been wearing the brand even before the two officially started working together.

 

She subsequently became its brand ambassador in 2022, and the investment emerged from subsequent conversations about the company, and its future. 

 

Govil said Kareena’s association had strengthened brand recall and credibility, particularly as Fizzy Goblet expanded into newer cities and categories. Currently, Fizzy Goblet has 16 stores, which have grown to an annual revenue run rate of around ₹60 crore. The company is aiming to cross ₹100 crore next year.

 

“She's (Kareena’s) much more involved than what people typically associate with celebrity partnerships. Of course, she'll continue to be a part of our campaigns, but we also have regular conversations around products, collections and the overall direction of the brand,” Govil added.

 

For Palmonas, the decision to offer equity rather than simply sign Shraddha as a brand ambassador was driven by the need to build credibility for the relatively new demi-fine jewellery category, according to Pallavi Mohadikar, company founder and CEO.

 

“We were building a relatively new category in India, demi-fine jewellery, and at that stage, gaining consumer trust and credibility was very important. We needed a voice that people already trusted, and Shraddha brought that credibility to the brand. Since she genuinely liked and wore Palmonas jewellery even before our association, the partnership was very natural,” Mohadikar said. Shraddha holds a 21 per cent equity stake in Palmonas.

 

Speaking on the measurable impact post Shraddha’s onboarding, Mohadikar said, “With a social reach of over 90 million followers, she significantly expanded our top of the funnel and introduced the brand to millions of new consumers. Beyond awareness, her association strengthened brand credibility and consumer trust. It led to higher discovery and improved marketing efficiency.”

 

Palmonas was also able to scale customer acquisition effectively, resulting in a fourfold increase in revenue. 

 

According to the founders, while angel investors and venture capital funds bring capital, strategic guidance and network, a celebrity investor can become part of the brand itself and bring in brand equity and consumer influence.