When Bollywood actor Shilpa Shetty invested in Mamaearth in 2018, she joined a growing list of Indian celebrities backing homegrown ventures in India’s booming startup ecosystem.
Leveraging their star power and influence, actors, sportspersons, and musicians, among other celebs, are not only funding but also actively shaping the brands they back.
For instance, cricketers Virat Kohli and MS Dhoni have shown a keen interest in the fitness and health-tech sectors; Kohli has invested in companies such as Rage Coffee, Hyperice, and Blue Tribe.
Actor Deepika Padukone, known for her advocacy for mental health and well-being, has invested in beauty and lifestyle brands, including her own skincare line 82°E. Her peer Alia Bhatt has invested in fashion e-commerce platform Nykaa.
Tracking the trend of celebrity-driven venture capitalism, market intelligence platform Tracxn reported that, between 2019 and 2025, startups with a star connection secured funding of $69.9 million. Funding peaked in 2022 at $10.9 million across six rounds. In 2025, it stood at $5.14 million.
Mutual benefit
Neha Singh, co-founder of Tracxn, observes that celebrities are increasingly seeking to widen their income sources beyond their professional arena.
Singh also points out that the growth in investments by celebrities coincided with the pandemic-driven investment surge around 2021. Over the past decade, as many as 79 funding rounds, worth $661 million, saw participation from celeb investors, she says.
“Investing in startups offers potential for significant returns and long-term wealth creation. By associating with innovative startups, celebrities can enhance their personal brand and public image. Their involvement often brings added visibility and credibility to startups in a mutually beneficial relationship,” she says.
South Indian actor Samantha Ruth Prabhu is an investor in wellness and aromatherapy startup Secret Alchemist, which was founded in October 2024. “I believe in investing in brands that align with my values and interests — whether it is wellness, sustainability, or empowering women entrepreneurs. I look for passionate founders with a clear vision, a strong product-market fit and the ability to scale. Beyond numbers, I want to invest in businesses that create real impact and meaningful change,” she says.
Ankita Thadani, a co-founder of Secret Alchemist, says the involvement of a well-known personality strengthens the brand’s foothold among consumers.
“It ensures the brand is seen not just as an endorsement deal but something that the celebrity is genuinely involved in, invested in, and actively uses,” she adds.
Akash Valia, another co-founder of the company, concurs, “Since we announced the partnership four months ago, we’ve seen a four-fold growth. This collaboration has been instrumental in building the brand and new categories, as consumers now recognise that Secret Alchemist is backed by Samantha.”
Tied to founder’s vision
Beyond just monetary gain, celebrity funders are often genuinely invested in a founder’s vision, says former international cricketer Jatin Paranjape, who is founder-CEO of sports aggregator KheloMore.
“They want to support what they believe is a great idea,” he says.
Consumers tend to relate to a product more when a celebrity is associated with it, he adds.
Another South Indian actor Chaitanya Akkineni, who co-founded pan-Asian cloud kitchen chain Shoyu, says F&B and fitness are his favourite business segments, but his interest is not restricted to just investing. “Apart from investing, the handholding I do is predominantly on the creative side — like developing the product, designing it, presenting it. In the case of Shoyu, I am very particular about things like the quality of the food and the packaging.”
He also uses his social media presence and strategic partnerships to amplify the brand’s reach, he says. “I focus on storytelling — something I’ve learned through cinema — by shaping the brand’s narrative in a way that resonates with consumers.” He emphasises the importance of collaborating with like-minded investors, while also bringing in diverse perspectives, to drive meaningful growth.
On her efforts to amplify the brand’s reach, Samantha says, “We have a team that works round the clock with founders, applying our knowledge and expertise to help brands grow.”
Dipanjan Basu, co-founder and partner at Fireside Ventures, which has invested in Mamaearth and Jennifer Lopez-backed Sarva, says celebrity-led businesses in India are still in their evolutionary phase, unlike in the US, where celebrities like Kylie Jenner have successfully transitioned into full-time entrepreneurs, building large brands.
“India is yet to see celebrities leap into full-time entrepreneurship,” he adds.
Challenges and risks
Singh says the flip side of the brand visibility garnered by celebrity investments is the threat of negative publicity and its impact on a startup’s reputation.
She cites the example of cricketer Hardik Pandya. “Fitness startup GOQii, which had Hardik Pandya as an investor and brand ambassador, faced backlash when the cricketer was embroiled in a controversy following his remarks on Koffee with Karan in 2019... the incident led to brands distancing themselves from the cricketer. Gillette suspended its brand association for Mach3 razor.”
And there’s volatility on the business side too, as Samantha is all too aware, “Startups are unpredictable, and no matter how promising a business seems, there are always risks — market shifts, operational hurdles or scalability challenges. As someone from a creative background, I’ve had to learn a lot about the business and financial side of investing. But that’s what makes it exciting — every investment is a learning experience.”