India’s thriving new-age tech ecosystem is no longer exclusive to elite business school graduates. Over the past decade, celebrities have increasingly tapped into the growth of the world’s third-largest startup landscape.
The trend continued in 2024 as well, as many Indian celebrities, from film stars to sports stars, formed a beeline to become a part of this thriving landscape.
Notably, Bollywood stars, athletes, and digital creators actively contributed to the funding momentum and built new businesses. This is emblematic of the fact that celebrities are now moving beyond endorsements into active business roles.
Pioneers like Amitabh Bachchan, with his early investment in JustDial, and Shah Rukh Khan, through Red Chillies Entertainment, laid the groundwork for this trend, although these were not startups in the modern sense.
What was once rare is now a booming phenomenon, with celebrities diving into entrepreneurship and leveraging their influence and capital to back ventures.
From Deepika Padukone’s investments in lifestyle ventures to MS Dhoni’s support for tech-driven platforms, these prominent figures are reshaping India’s entrepreneurial landscape.
As startup investments revive and the Indian startup ecosystem matures, 2024 marks yet another milestone year for high-profile celebrity founders and investors.
With that, here is the list of Indian celebrities who made waves in the Indian startup ecosystem this year.
Editor’s Note: This is not a ranking of any kind, and the celebrities have been listed alphabetically.
From Screen To Sports: Here Are The Celebs Who Backed Startups In 2024
Deepika Padukone
Having made a significant mark in the film industry, Bollywood actress Deepika Padukone ventured into the world of startups a few years ago.
This year, Padukone’s personal care brand 82°E was to raise INR 50 Cr (around $6 Mn) as a part of its extended seed funding round.
Padukone cofounded 82°E in 2021 alongside Jigar Shah. Launched in November 2022, the D2C brand focusses on skincare and recently expanded to include a dedicated men’s personal care line, 82°E Man.
Beyond 82°E, Padukone has diversified her investment portfolio with ventures such as Epigamia, Furlenco, Atomberg, Mokobara and Nua.
In December 2022, 82°E secured $7.5 Mn in seed funding from DSG Consumer Partners, IDEO Ventures, and UHNIs, with Padukone’s family office also contributing.
Hardik Pandya
Cricketer Hardik Pandya has expanded his horizons beyond the cricket field by venturing into the business world. In a strategic move, Pandya partnered with FanCode Shop in July this year to launch his personalised sportswear brand.
Under the deal, FanCode will design, manufacture, and market products under the Hardik Pandya brand in a revenue-sharing partnership.
Launched in 2020, FanCode Shop is an online sports fan merchandising store, which provides easy access to a range of authentic sports brands. This collaboration also marks Pandya’s debut in licensing, a shift from his earlier focus on brand endorsements.
On the cricketing front, Pandya has solidified his reputation as an all-rounder known for his explosive batting, effective bowling, and sharp fielding skills.
Harsha Bhogale
After spending four decades in the cricket broadcasting space, Harsha Bhogle ventured into the startup world. This year, he invested an undisclosed amount in Hitwicket, an online cricket gaming startup.
The investment follows the company’s $3 Mn funding round led by Prime Venture Partners in 2022.
Hitwicket plans to leverage Bhogle’s deep cricketing insights and vast fanbase to enhance its global presence.
However, this isn’t Harsha Bhogle’s first foray into Indian startups. He previously invested in fantasy sports platform Fantasy Akhada in 2020 and backed online gaming startup Bowled.io in January 2023.
Karan Johar
In August this year, Fashion Entrepreneur Fund (FEF) roped in filmmaker Karan Johar as an investor and promoter, bringing his mentorship and financial backing to the platform.
Known for blending storytelling with style, his keen eye for fashion has made him a cultural trendsetter. With FEF, Johar is now set to extend his creative influence into empowering the next generation of fashion entrepreneurs.
According to an Inc42 report, India’s fashion ecommerce sector is set to grow at a CAGR of 25% to reach a size of $112 Bn by 2030.
K L Rahul
Indian cricketer KL Rahul is actively diversifying his investment portfolio by supporting innovative brands.
He started his entrepreneurial journey in 2024 with investments in versatile brands and startups, including fitness brand Boldfit and a mixed reality startup Flam. He also took the role of the brand ambassador at Boldfit.
Earlier, in April 2022, Rahul invested in Surat-based men’s apparel brand XYXX, which specialises in premium innerwear and casual wear.
Rahul mirrors the entrepreneurial spirit of sports legends like MS Dhoni, with his investments across multiple startups including Emotorad, and Yuvraj Singh, who started the trend with his startup YouWeCan ventures.
Mahesh Babu
Telugu actor Mahesh Babu known for his iconic roles has expanded his entrepreneurial portfolio by investing in omnichannel nutraceutical startup Fitday through his firm, GMB Entertainment.
This partnership is expected to bolster Fitday’s retail presence and facilitate its expansion into new markets, including national retail chains, corporates, and educational institutions.
He is not only a superstar on screen but also a savvy entrepreneur. With investments in real estate and wellness ventures, he has been steadily building a diverse portfolio.
His latest collaboration with Fitday reflects his commitment to promoting health and wellness, addressing critical issues like malnutrition and vitamin deficiencies through innovative products like vitamin gummies and protein bars.
As Mahesh Babu continues to support impactful startups, he cements his role as a forward-thinking investor in India’s evolving entrepreneurial ecosystem.
M S Dhoni
MS Dhoni, the former captain of the Indian cricket team, is widely regarded for his calm demeanour and strategic approach on the cricket field.
Beyond his cricketing career, Dhoni has successfully ventured into entrepreneurship, showcasing the same forward-thinking mindset that defined his cricketing success.
One of his recent investments in Garuda Aerospace strengthens his commitment towards startups.
Dhoni has always been passionate about business and technology, making strategic investments in various sectors, including sports, fitness, and technology.
Alongside, a Pune-based electric vehicle startup, EMotorad, roped in Dhoni as an equity investor in April this year. He has also taken on the role of brand ambassador for the company.
His other investments include Tagda Raho, Khatabook, Cars24, 7InkBrews, Homelane, Shaka Harry and Rigi, just to name a few.
Nayanthara
Tamil cinema icon Nayanthara is now expanding her career beyond acting by venturing into the startup world.
Along with her husband, director Vignesh Shivan, she has invested in Ticket9, an event tech startup. Though the investment amount remains undisclosed, the funds will help enhance the company’s technology, user experience, and market reach.
The move highlights Nayanthara’s entrepreneurial spirit as she diversifies into tech and digital platforms, joining a growing trend of celebrities exploring business opportunities.
By balancing her acting career with business ventures, Nayanthara is positioning herself as a key figure in the emerging celebrity-driven startup space, likely inspiring others in the film industry to follow suit.
Pullela Gopichand
Pullela Gopichand, India’s chief badminton coach, known for his outstanding contributions to Indian badminton, including coaching Olympic medalists like PV Sindhu, expanded his influence beyond the court by investing in Game Theory, a sports tech platform designed to enhance athletic performance through data analytics and technology.
With decades of experience as both a player and coach, Gopichand understands the importance of precision and innovation in sports.
Game Theory uses technology to provide detailed insights and performance analysis for athletes, helping them optimise their training.
Through this venture, Gopichand aims to provide athletes with cutting-edge tools to elevate their game, extending his legacy as a mentor in sports. Athletic professionals have been active in backing growing startups in the country.
PV Sindhu
Olympic silver medalist PV Sindhu, one of India’s most successful badminton players, is now making waves in the business world with her investment in Greendays, a health-focussed FMCG brand.
Sindhu’s passion for fitness and wellness has always been evident, and her investment in Greendays marks her commitment to promoting healthier lifestyles.
As a global sports icon, Sindhu’s involvement in this brand will not only boost its visibility but also bring attention to the importance of health-conscious choices, a message she has consistently championed throughout her career.
Ranveer Singh
Bollywood icon Ranveer Singh has moved into the tech world with his investment in boAt, one of India’s fastest-growing audio brands.
Known for its stylish, high-quality, and affordable audio gadgets, boAt perfectly complements Ranveer’s vibrant and energetic image, making this collaboration a natural fit.
But Singh’s role goes beyond just being an investor; he’s the face of the brand, channeling his immense popularity and passion for music, fashion, and technology to drive boAt’s appeal.
Ranveer’s involvement in boAt signals a shift in his career, showing his growing interest in tech and consumer goods.
This alliance also unveils Ranveer Singh’s pivotal role in boAt’s upcoming campaign for the Nirvana series.
This investment marks the start of an exciting new chapter for the actor, proving that his dynamism extends far beyond the film industry.
Rishabh Pant
Indian cricketer Rishabh Pant made a bold investment of INR 7.40 Cr in the software aggregator platform Techjockey in September this year. Known for his fearless approach on the cricket field, Pant is now channeling that same energy into building his presence in the startup ecosystem.
Founded in 2017 by former Zomato executive Akash Nangia and former McKinsey executive Arjun Mittal, Techjockey is a software aggregator startup which connects software vendors with small businesses across India.
By supporting this innovative startup, Pant is stepping into the world of digital transformation, highlighting his forward-thinking business mindset.
His investment in Techjockey reflects his belief in technology’s potential to drive efficiency and innovation across industries. With this strategic move, Pant is expanding his career and leveraging his influence to support India’s growing digital ecosystem
Samantha Prabhu
Actress Samantha Prabhu made another foray into the Indian startup ecosystem by investing in D2C wellness brand Secret Alchemist in October this year. As part of the deal, she also joined the company as a cofounder.
While the financial details of the investment remain undisclosed, the startup revealed that the fresh capital will be utilised to enhance its marketing efforts, strengthen its brand presence, and expand its customer reach.
Founded in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist is an aromatherapy-based wellness brand that claims to offer products centred around holistic well-being.
Known for her commitment to fitness and well-being, Samantha’s investment in Secret Alchemist is a reflection of her personal values. The startup aims to create products that support self-care, fitness, and mental health, all of which Samantha has openly advocated for throughout her career.
Shilpa Shetty
Known for her dedication to fitness, Bollywood actress and fitness enthusiast Shilpa Shetty led Alpino’s first funding round of $1.2 Mn in September. With this, Shetty also became the brand ambassador for the D2C health foods brand.
Shilpa has always been a vocal advocate for fitness and healthy eating, frequently sharing her wellness journey with her followers. Her investment in Alpino is a natural extension of her personal brand, which centres on balanced living and maintaining a healthy body.
Founded in 2016 by Chetan Kanani, Hiren Sheta, Umesh Gajera, Priyank Vora, Milan Gopani and Mahatva Sheta, Alpino offers a range of peanut-based products, including peanut butter, super rolled oats, super muesli, and peanut protein isolate powder. It aims to launch over 20 new products in the next two years.
Shraddha Kapoor
Shraddha Kapoor, celebrated for her graceful and understated style, was seen expanding her career into the world of luxury jewellery with Palmonas, a brand which roped her in as a cofounder in March this year.
Palmonas creates contemporary, elegant pieces that blend traditional techniques with modern design sensibilities.
This new venture highlights Kapoor’s growing interest in fashion and entrepreneurship, reflecting her desire to offer accessible luxury jewellery that resonates with modern consumers.
By taking on this entrepreneurial role, Shraddha is not only showcasing her business acumen but also positioning herself as a creative force in the fashion industry.
Through Palmonas, Kapoor aims to offer accessible luxury jewellery, combining her passion for design with a business model that resonates with modern consumers.
Similarly, Kareena Kapoor has also taken on the role of cofounder at Quench Botanics, a Korean skincare brand associated with SUGAR Cosmetics.
Suniel Shetty emerged as a noteworthy name in the startup ecosystem. In 2023, he diversified his investment portfolio by supporting startups across various industries. The trend extends beyond Bollywood, with figures from the music industry, such as The Chainsmokers and comedians like Zakir Khan and Tanmay Bhat, making strategic investments.
Shreyas Iyer
A talented Indian cricketer known for his strategic mindset on the field, Shreyas Iyer invested in Curelo, a healthtech startup, in April this year.
His investment was part of a larger INR 10 Cr round, which also saw participation from IIMA Ventures, family offices, and Zee5 cofounder Tarun Katial.
Founded in 2022 by Arpit Jayswal, Curelo aggregates diagnostic labs across the country and offers a one-stop solution for home sample collection for lab tests. Prior to this funding round, the startup raised $100K from IIMA Ventures in October 2023.
Sonu Sood
Actor and philanthropist Sonu Sood invested in Explurger, a social media platform that is aimed at offering users a more authentic way to share and connect.
After being widely praised for his humanitarian efforts during the Covid-19 pandemic, Sood’s transition into the digital space with Explurger reflected his desire to create a positive and impactful community.
Explurger is designed to encourage meaningful connections by focussing on real-life experiences and creating a space where people can share memories and interact in a less superficial way than traditional social media platforms.
Sood’s investment in Explurger shows his passion for leveraging technology for social good. His values of kindness and empathy align well with the platform’s mission.
Vindu Dara Singh
Earlier this year, Abhay HealthTech has roped in Indian actor Vindu Dara Singh as an investor. However, the company did not disclose the financial terms of the deal.
His commitment to maintaining a healthy lifestyle naturally aligns with the startup’s ambition to improve healthcare through technology. Through his investment, Vindu sought to contribute to the growing digital health revolution in India while helping consumers prioritise their well-being.
Founded by Apurv Abhay Modi and Sougat Chatterjee, Abhay HealthTech offers various products and services, including home diagnostics, rapid testing kits and OTC medicines as well as ayurvedic well-being products.
The company also offers services, including hospital management ERP, CRM, hospital management consulting and healthcare business advisory.
Virender Sehwag
In July this year, Jaipur-based fintech startup Getepay roped in former cricketer Virender Sehwag as its investor. While the company did not disclose the funding amount, it planned to deploy the fresh capital to expand its payment and digital services to 2.5 Mn merchants by 2025.
Founded by Pravin Sharma in 2016, Getepay offers customised digital payment and commerce solutions to merchants. The company facilitates merchants with transaction, website and payment management options on its platform.
Meanwhile, Sehwag’s investment reflects his interest in the rapidly growing fintech space. His business acumen, combined with his understanding of how digital platforms can transform industries, makes Sehwag a key player in the fintech space.
[Edited By Shishir Parasher]
