In 2018, Bollywood actress Shilpa Shetty made an investment in Mamaearth, joining a growing trend of Indian celebrities backing homegrown ventures in the country’s thriving startup ecosystem. These celebrities are not only providing funds but also actively shaping the brands they support.
For example, cricketers Virat Kohli and MS Dhoni have shown a strong interest in the fitness and health-tech sectors, with Kohli investing in companies like Rage Coffee, Hyperice, and Blue Tribe. Actress Deepika Padukone, known for her advocacy on mental health and well-being, has invested in beauty and lifestyle brands, including her own skincare line 82°E. Similarly, Alia Bhatt has invested in the fashion e-commerce platform Nykaa.
According to data from market intelligence platform Tracxn, between 2019 and 2025, startups associated with celebrities received funding worth $69.9 million. The highest funding was reported in 2022 at $10.9 million across six rounds, with the figure standing at $5.14 million in 2025.
Neha Singh, co-founder of Tracxn, notes that celebrities are increasingly diversifying their income sources beyond their primary professions. The growth in celebrity investments coincided with the pandemic-induced investment surge in 2021. Over the last decade, 79 funding rounds, totaling $661 million, saw participation from celebrity investors.
South Indian actress Samantha Ruth Prabhu, an investor in wellness and aromatherapy startup Secret Alchemist, emphasizes the importance of investing in brands that align with her values and interests, focusing on impactful businesses run by passionate founders.
Celebrities’ involvement in startups not only offers the potential for significant returns and long-term wealth creation but also enhances their personal brand and public image. This added visibility and credibility benefit both the celebrity and the startup in a mutually beneficial relationship.
While celebrity-led businesses in India are still in their early stages compared to the US, where celebrities like Kylie Jenner have successfully transitioned into full-time entrepreneurs, the trend is gaining momentum in India. However, there are challenges and risks involved, such as negative publicity impacting a startup’s reputation, as seen in the case of cricketer Hardik Pandya and fitness startup GOQii.
Despite the uncertainties of startup investing, celebrities like Samantha and Chaitanya Akkineni have actively engaged in shaping the brands they back, providing creative inputs, leveraging their social media presence, and working closely with founders to drive growth. The involvement of well-known personalities not only strengthens a brand’s foothold among consumers but also brings credibility and visibility to the startup, contributing to its success.
