\n
Getting a celebrity investment in a startup spurs interest from investor\/customer interest. At least in the initial days
\n\nThe most popular way to start up would be to have an idea, funds and then the best heads to run it. Of course not necessarily in that order always. But even if you get the fundamentals right, that will not ensure your startup will be the talked about and known. Having a celebrity to not only endorse but also to put her money in the venture seems to work wonders in the overcrowded startup space.
\n\nThe latest celebrity to invest in a startup is Bollywood star Alia Bhatt who has taken a minority stake in fashion tech startup StyleCracker. There have been several leading names from the film industry who have invested in startups. One of the bright stories would be Amitabh Bachchan’s investment in JustDial. Bachchan invested just Rs 6.27 lakh in JustDial in 2011. His investment at current market price, assuming his shareholding remains at the same level as earlier, is valued at Rs 3.42 crore. That is a whopping 5368 percent increase. And JustDial is not the only startup that he has invested in.\n<\/p>\n<\/div><\/div>\n\n
Not just Bachchan, other celebrities who have worn investors’ mantle include Yuvraj Singh, whose YouWeCan Ventures Technology LLP provides seed funding and angel funding capital ranging from Rs 10 lakh to Rs 25 lakh. Singh is an active investor in the startup sector. Other names that come to mind in the context are Shekhar Kapur and AR Rehman who have invested in Qyuki Digital. Not to mention Sachin Tendulkar, who has invested in several startups.
\n\nStyleCracker, in which Bhatt has invested, was founded in 2013 by Dhimaan Shah, a former investment banker and Archana Walavalkar – former fashion editor of Vogue magazine. The startup claims to use advancements in technology to develop The StyleCracker Box – a way to get styled and look great.
\n\nSo, why are entrepreneurs looking for investment from celebrities?
\n\nFirstpost spoke to four startups to find out — Flickstree, in which Sourav Ganguly has invested; Happydemic, in which singer Shaan has a 50 percent stake; Beardo, in which actor Suniel Shetty has invested; and Bag Talk, in which TV star Anita Hassanandani has invested. The co-founders of these startups vouched for the importance a celebrity name lent to their company. Though a celebrity name is not a guarantee of success, there are obvious gains by way of publicity they pointed out.
\n\nA celebrity’s name makes the customers more than just curious. It may prompt them to buy the product or service of the startup. They believe successful celebrities don\u2019t lend their name easily to anything unless they are convinced about it.
\n\nPaula Mariwala, an alumnus of Stanford University, with over 20 years of entrepreneurial and operational experience with technology companies in the US and in India and is currently partner, Seedfund, says the celebrity angle works initially for a startup provided it is the right fit. For instance, getting Alia Bhatt for a fashion startup or singer Shaan for an entertainment platform.
\n\n\u201cThe celebrities bring in a value with their association and that opens doors with investors. It works in a glamour-struck country like India irrespective of the celebrity association being financial or adding value as a brand ambassador, for people view these startups differently,\u201d said Mariwala.
\n\nIn a country like India, where starting up is the new craze (there are 5,200 startups in the country, according to a Nasscom report) and there is a huge crowd vying for investor and customer attention, a celebrity investment is a big bonus for a budding business.
\n\nSourav Ganguly and Flickstree<\/b>
\n\nSourav Ganguly, cricket legend and former India captain, was piqued in the startup space enough to invest money in a Mumbai-based startup Flickstree, started in 2014. The startup enables people to view films on the go. It also has health and fitness shows, short films — a range of 22 categories at present.
\n\nStarted by Saurabh Singh, Rahul Jain and Nagender Sangra, the trio approached Ganguly through a common friend and pitched the idea to him. Though it took him six months to be convinced, Ganguly joined the startup as a partner, investor and catalyst. His being associated with the startup led to traffic shooting up 3x to 5x, says Rahul Jain, co-founder. \u201cVisitors to the site know that a celebrity will not lend his name casually to a site. What has worked for us is that in this age of startups where one is launched almost every day, we have been able to differentiate ourselves with Ganguly on our site. It gives credibility to our startup.\u201d
\n\nThough the startup has not yet started monetising the venture, it has had investor interest about the business model. \u201cFrom increasing traffic to even hiring people is not an issue since Ganguly has joined us. Not just that, he attends the monthly board meeting,\u201d says Jain, emphasising Ganguly’s hands-on approach with the startup.
\n\nSinger Shaan and Happydemic<\/b>
\n\nIn 2016, singer Shaan and his wife, Radhika Mukherjee along with wealth advisor Amar Pandit launched Happydemic, an entertainment platform that connects music lovers and musicians. The platform went live in April 2016.
\n\n\u201cI often wonder what happened to the scores of singers who take part in competition, lose out narrowly and have no career in singing to look forward to. Even the winners are remembered for a short period of one season until the next season throws up a new winner,\u201d Radhika Mukherjee, Co-Founder and Chief Executive, Happydemic, had then said while talking about the reasons for entering the startup sector.
\n\nWith Shaan\u2019s name associated with the startup, traction for artistes from day one has been steady and growing, said Pandit. Shaan is associated with everything to do with the artists — cutting albums or getting them work in the industry. He even houses them in his apartment at times. So far, 800 artistes have signed up and the company expects to break even this year. Last year, revenues were Rs 1.5 crore and it expects to be profitable this year. \u201cWe are confident of having revenues of Rs 6 crores this year,\u201d said Pandit.
\n\nSuniel Shetty and Beardo<\/b>
\n\nBeardo, a male grooming brand founded in October 2015 by Ashutosh Valani and Priyank Shah, got the backing of actor-turned-entrepreneur Suniel Shetty in 2016. \u201cWe were successful earlier,\u201d said Valani, co-founder, but roping in Shetty gave the brand a big boost. In September 2016, the company crossed a GMV of Rs 120 lakh per month, according to a report in the Hindu BusinessLine. \u201cWe are growing 60 percent quarter on quarter,\u201d said Valani.
\n\nAnita Hassanandani and Bag Talk<\/b>
\n\nIn February 2017, television actress Anita Hassanandani co-founded Bag Talk with husband and investment banker Rohit Reddy and Tushar Jain — owner of High Spirit Commercial Ventures Pvt Ltd (HSCV). HSCV has been into manufacturing and retailing of bags for two decades. Jain and Reddy have invested $600,000 in the venture, besides leveraging office and manufacturing from HSCV.
\n\nThe startup, which claims to be India\u2019s first online marketplace for curated bags, has an exclusive line of bags made for celebrities available on its site. Besides Hassanandani\u2019s line of handbags, it has roped in TV host, anchor and actor Rannvijay Singh for adventure and travel bags and South African cricketer Jhonty Rhodes for sports range of bags. Rhodes line of bags will be out on Bag Talk this month.
\n\nHassanandani is involved right from the ideation of the bags — she is given the sketches by a design team on board which she goes through and at times tweaks to her choice. From approving samples to the manufacture of the product, she is hands-on, says Reddy.
\n\nSo far Hassanandani has launched the largest number of bags in 14 designs while Rannvijay has 5 designs and Jhonty Rhodes will come out with two this month. Reddy says that the reason for Hassanandani\u2019s bags being lapped up quickly is primarily because women\u2019s fashion does well and the consumers want the latest accessory to match with their apparel. Around 2,000 of her bags have been sold so far. The startup has clocked over 10,000 orders since its launch, says Reddy.
\n\nThe Bag Talk hopes to break even in a year\u2019s time and come out with a showroom concept \u2013 where customers can look at its products offline and buy it online.
\n\nCelebrity connection<\/b>
\n\nClearly, the startup that ropes in a celebrity who is well-known gets traction unlike any other newbie in the field, says Paritosh Shrivastava, associate vice-president at Venture Catalysts who was briefly associated with a Delhi-based diagnostics and wellness healthcare marketplace, Healthians backed by cricketer Yuvraj Singh. When Singh invested in the startup, the orders increased. \u201cCelebrities add a lot of value and startups associated with them usually do well,\u201d said Shrivastava. When a celebrity gives money and an endorsement, the startup has to rev up on the product\/service and development because at stake is the celebrity\u2019s name.
\n\nDevangshu Dutta, chief executive of Third Eyesight, a consulting firm focused on retail and consumer products sector, says often a startup may already be well-placed and therefore gets interest from a high profile investor \u2013 media, film, music artistes, sports, etc. But there have been failures too despite a celebrity investment. These are not talked about, said Dutta.
\n\nThe celebrity and the startup have to have a connect, else it may raise eyebrows. \u201cIf there is a connect with the celebrity by way of her relevance in the product or service, then it is a believable concept that may get just initial traction,\u201d says Sanchit Vir Gogia, chief analyst, founder and CEO of Greyhound Knowledge Group, a global strategy and transformation research, advisory and consulting group.
\n\n\u201cBut nothing works beyond the initial hype that the startup will generate because of the celebrity endorsement or investment. As a venture capitalist I would look at the expertise of the company. For instance, if it is a Sequoia-backed venture that has huge experience, I would go for it instead of a celebrity-endorsed or invested startup,\u201d Gogia said.\n\n<\/p>\n\n
Source: firstpost<\/a><\/p>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"Written By Sulekha Nair Getting a celebrity investment in a startup spurs interest from investor\/customer interest. At least in the initial days The most popular way to start up would be to have an idea, funds and then the best heads to run it. Of course not necessarily in that order always. But even if […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-5905","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"\n
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