Perfect Marriage of Bollywood & Startups: A Golden Era of Innovation & Evolution

According to Traxcn, Indian celebrities have turned angel investor for uplifting the startup ecosystem. The startups based out of Bengaluru and Mumbai showed the highest record of attracting Indian celebs. They are targeting the startups which are offering products & services in B2C and D2C channels. Baby footsteps of Bollywood Celebrities in Startups Ecosystem Making a Sea Change. Bollywood celebrities not only invested in the startup ecosystem but, they have embraced the role of entrepreneurship with an enthusiasm.

In this article I have picked few highly admired startups led by Bollywood celebrities. Let’s delve into it to know more.

Brand Name: Ed-a-Mamma

Founder: Alia Bhatt

Industry: Apparel

This is a kid and maternity wear brand which was established by Student of The Year famed Alia Bhatt. The brand was founded in 2020 as apparel brand targeting the age group of 2-12 years. Initially it started as online shopping brand as an omnichannel model, but later they started their offline outlets. Last year, the brand included the maternity wear section in their collection along with the fashion wear for infants and toddlers. The brand gained popularity for their premium quality of material and ecofriendly initiatives such as minimizing the use of plastic buttons, repurposing waste fabric for hair-ties. The brand Ed-a-Mamma's immense affection for nature is significant through the introduction of seedballs with each garment which can encourage kids and parents to interact them to participate in building a green future. In September 2023, Reliance Retail Ventures Limited (RRVL) has acquired 51 percent stake in the startups.

About the collaboration Isha Ambani said, “At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos exemplified perfectly by Ed-a-Mamma and its founder Alia Bhatt.”

Brand Name: 82°E

Co-Founder: Deepika Padukone & Jigar Shah

Industry: Personal Care

This is a self-care and wellness brand which offers a wide range of products which caters all the requirements of the skin and promises to keep its users physically and emotionally fit and fine. The brand signifies the root and culture of India, and glorifies the beauty of Indian women. The name of the brand is inspired by the 82°30' East meridian which passes through India and connects it with the rest of the world. The theme of their products is that they are deeply connected to Indian roots and culture by ethos yet globally innovative and classy.

The company claims that each of the ingredients of the product is rigorously sourced, clinically tested and carefully crafted for the Indians. It promises to keep the skin supple, spot free, and healthy. The company is trying to grab more customer attention through influencer marketing. Recently, the startup brand has published a promotional video featuring Bollywood King Shahrukh Khan and Deepika Padukone to launch their new product Gotu Kola Dew Toner. The video reflected the core principles of skincare routines.

“We will be adding more products within the C-H-P Routine (Cleanse, Hydrate, and Protect) to serve our consumers' needs. We also plan to expand into other categories that we believe would further support a holistic approach to self-care,” adds Deepika Padukone

Besides this Deepika has one investment firm called KA Enterprises which has invested in various popular startup brands like Blue Tokai, Oziva, Epigamia, Furlenco, Blu Smart, Bellatrix, Atomberg Technologies, and many more.