Indian celebrities & content creators' shift from brand ambassadors to brand builders
Ranbir Kapoor, Kusha Kapila and many others have launched their own business
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Published: Jul 23, 2025 9:07 AM | 9 min read
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Today, influence is no longer just about reach; it’s about ownership. Indian celebrities and content creators are shifting from brand ambassadors to brand builders.
Prominent figures from cricket, film, and especially digital content are no longer merely endorsing brands, they’re starting, growing, and scaling their own ventures. And they’re not doing it quietly. This has nothing to do with simply putting a brand on a product. It's about taking ownership, shaping the narrative, and building something authentic.
The “lend your face, take the cheque” model has now become an outdated paradigm. With control over their intellectual property and fans transitioning into customers, brand creators can not only foster loyalty but also build something far more substantial than mere hype.
Salman Khan’s Being Human, dominating fashion segments from clothing to perfumes, Deepika Padukone’s 82°E, now available on quick-commerce platforms, Alia Bhatt’s Ed-a-Mamma, which is poised to become a global brand, and Katrina Kaif’s Kay Beauty, which is set to cross the Rs 200 crore revenue mark—these are just a few examples of Indian celebrities who ventured from film or content into business in the early stages. These trailblazers have since inspired not only fellow creators but also the wives of famous personalities.
In the past, celebrity entrepreneurship was driven by vast resources and popularity. Today, however, it hinges on the power of fandoms, easier access to capital, the desire for legacy income beyond stardom, and the growing acceptance of influencer-led businesses.
These 11 launches in the past year show the growing trend:
1. Yo Yo Watches by Honey Singh
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Honey Singh's Yo Yo Watches, designed in partnership with Titan, is his daring foray into high-end fashion. Every watch echoes Singh's own journey from hustling to celebrity by fusing luxury workmanship with street-style flair. The line, which features bold bezels and eye-catching accents, embodies his distinctive energy and message of individualism. Yo Yo Watches is more than simply a product; it's a wearable representation of self-assurance and self-reinvention, drawing inspiration from Honey Singh's life philosophy. In India, this launch redefines celebrity-led brands with a global appeal and local origins. Yo Yo Watches is a potent reminder to lead rather than follow and to wear time like a true original for both fans and fashionistas.
2. Bree Matcha by Sanya Malhotra
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Co-founded by Sanya Malhotra, Bree Matcha offers India the best ceremonial-grade matcha from Japan with a playful, wellness-focused twist. Matcha, which comes from Kagoshima, is high in L-theanine and organic caffeine, providing concentrated, clean energy without the crash. Making matcha feel pleasant, not forced, is the main goal of Bree; it's ideal for yoga, work, or simply relaxing. The brand offers bold flavor, brilliant color, and sustainable sourcing while fusing historic Japanese heritage with Indian care. Matcha becomes more than just a beverage when you use Bree; it becomes a daily routine that suits your personality. Now is the moment to #MatchaLikeAPro and drink your way to happiness and balanced energy.
3. ARKS by Ranbir Kapoor
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ARKS, Ranbir Kapoor's first business venture, is a lifestyle brand with an emphasis on sophisticated basics and minimalist design. Arks, which specializes in shoes, shirts, t-shirts, and fragrances, combines timeless style with subtle sophistication, making it ideal for people who value subtle elegance. In order to create items that go beyond fads, the brand favors classic cuts, muted hues, and high-quality materials. ARKS is really about comfort and simplicity, providing wardrobe essentials and scents that blend perfectly with daily life while still creating a statement. Every ARKS product is proudly "Made in India" and exhibits fine craftsmanship with a focus on detail, quality, and longevity. Whether it's a well-fitting shirt, a multipurpose sneaker, or a well-chosen fragrance, Arks caters to the contemporary customer who values functionality over flash.
4. Bad Boy Pizza by Badshah
Like his extravagant lifestyle, Badshah's Bad Boy Pizza is a daring and unrepentantly decadent pizza brand. The brand's motto, "maximum taste, zero rules," appeals to Gen Z and millennials who enjoy gourmet cuisine. With its innovative sauces, gourmet toppings, and cheeky branding, Bad Boy Pizza is more than simply a pizza place—it's a statement about pop culture. The menu offers both foreign favorites and Desi fusion options to satisfy a wide range of palates. The brand, which was introduced with a digital-first approach, also makes extensive use of music tie-ins and meme marketing, which helped it become a viral success. Badshah demonstrates that he is not just a successful musician but also a successful businessman by breaking into the cutthroat QSR (quick service restaurant) market.
5. KOCA by Yuvraj Singh
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Yuvraj Singh, who did more than just play, his Six balls, six sixes cricket moment redefined it. With KOCA, or Kitchen of Contemporary Arts, he now applies the same enthusiasm, style, and accuracy to the culinary arts. Yuvraj uses KOCA to celebrate taste, culture, and craftsmanship while fusing his life story and passion for cuisine. KOCA is more than simply a restaurant; it's a carefully planned eating experience where Indian soul meets international inspirations. Every element, from plating to presentation, embodies the qualities Yuvraj displayed on the field: sincerity, bravery, and perfection. With a modern yet traditional menu and a cozy yet elegant setting, KOCA welcomes guests to enjoy food the way Yuvraj enjoyed cricket: intensely, joyfully, and with a dash of magic.
6. Underneat and Torte by Kusha Kapila
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Content creator Kusha Kapila, who is renowned for her frank humor and astute observations on societal issues, has established two consumer brands: Undereat and Torte. A women’s lingerie brand Underneat aiming to solve common fit and comfort issues which is often ignored by mainstream brands. In contrast, Torte is a dessert-focused brand that highlights her love of decadence by providing baked delicacies that are lively, inventive, and full of character. The foundation of both brands is Kusha's reputation for relevant, truthful content. She is reinventing what it means to be a content creator by transforming her influence into actual lifestyle items, moving beyond commentary to become a businesswoman and cultural builder.
7. Torii by Gauri Khan
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With interior designer Gauri Khan taking the job of restaurateur, Torii, a classy pan-Asian restaurant in Pali Hill, Mumbai, makes it a must visit place for many. The 4,500-square-foot room is split into three sections: a chic lounge next to a large island bar, a lush outdoor eating area for gatherings, and a chic indoor area with bronze accents, mirrored ceilings, and red tables. The interiors, which were completely designed by Gauri, exhibit a sophisticated, modern elegance. Under her leadership, the menu, which is equally carefully chosen, combines Japanese and wider Asian influences to create meals that are inspired by around the world and are made with high-quality ingredients and careful skill, establishing Torii as a destination for both food and beauty.
8. Blondie by Shilpa Shetty
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The first matcha bar in Mumbai, Blondie, is a brand-new establishment run by Shilpa Shetty's Bastian Hospitality in Khar. Blondie is more than just a café; it combines creative cuisine, specialty brews, and a warm environment. Under the direction of Chef Shreya Aggarwal and Natasha Hemani, it reinvents café culture by emphasizing originality and quality. Its Slow Bar, which serves hand-brewed coffees like V60, French Press, and AeroPress made with premium beans from Ethiopia, Costa Rica, and Chikmagalur, is the centerpiece. The menu offers a mix of traditional coffee favorites and inventive drinks such Vietnamese Coconut Coffee and Mango Sticky Rice Latte. Blondie's innovative services and well-considered design infuse Mumbai's café scene with a bright, new vitality.
9. Drive Fitt by Preity Zinta
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With Drive Fitt, a comprehensive fitness platform, Preity Zinta, who is well-known for her lively on-screen persona, made a bold entry into the health industry. Drive Fitt focuses on developing accessible and long-lasting community-based fitness regimens by fusing physical training with mental wellness. Preity co-founded the company to fill a need for affordable, high-quality training programs that fit into contemporary lifestyles. The platform supports a balanced approach to health and favors consistency over intensity. Drive Fitt is positioned as a lifestyle change rather than merely a fitness app, with celebrity trainers and carefully chosen programs. The business is firmly anchored in honesty and firsthand experience, reflecting Preity's own fitness journey and health interest.
10. Fokus by Nishchay and Abhishek Malhan
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Abhishek and Nischay Malhan, along with businessmen Mayank Mishra, Ankit Madaan, and Aman Madaan, founded the functional hydration brand Fokus. Fokus provides healthy, reviving beverages with a purpose, such as Vitamin D3 to address inadequacies, 22% coconut water for natural hydration, and no added sugar for guilt-free drinking. These drinks are designed for today's hectic lifestyle. Fokus is made for people who are creators, dreamers, and doers. It keeps things simple and healthy while supplying energy for your day. Bold flavors and striking designs are paired by the brand, and all bottles are made entirely of recyclable materials. Fokus is more than just a drink; it's a community dedicated to good energy, improved living, and everyday momentum. #GetFokus
11. OG Beauty by Ashish Chanchlani
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Ashish Chanchlani, a content creator, founded OG Beauty, a personal care line that combines affordability, inclusivity, and excellence. With five carefully chosen lines—OG Beauty, OG Luxury, OG Science, OG Ayurveda, and OG Naturals. It provides a vast array of cruelty-free goods with the goal of making self-care affordable. Each line combines affordable prices with potent compositions to address particular skincare and personal care requirements. The foundation of the brand is the idea that everyone should be able to feel good about themselves without breaking the bank. Safe, moral, and effective solutions are the main emphasis of OG Beauty, which has sustainability at its heart. It is the go-to place for ethical shoppers looking for care that is both useful and empowering, offering everything from nutritious skincare to colorful cosmetics.
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