In a notable shift within the film industry, leading Bollywood actress Kareena Kapoor Khan has stepped into the world of start-up investment. Kapoor Khan recently acquired an undisclosed stake in the direct-to-consumer (D2C) fresh produce delivery brand, Pluckk, signaling her confidence in the potential of early-stage ventures amid the ongoing challenges of startup funding.
“I’m someone who tends to be cautious when it comes to investments, especially in startups. I tend to follow a more traditional approach. However, the culinary landscape is experiencing a remarkable surge at present, with concepts like farm-to-table experiences and DIY kits gaining immense popularity,” shared Kapoor Khan in a conversation with Business Today. “For me, this was an immediate connection. Instead of poring over balance sheets, I put my faith in concepts I believe in.”
While Kapoor Khan does not intend to participate directly in the brand’s day-to-day operations, she anticipates that her association and her substantial social media following will shine a spotlight on Pluckk. She aims to contribute to the brand’s growth, aspiring for a 5-7x expansion by the year 2024-25. Kapoor Khan is open to expanding her investment in tandem with the brand’s progress, indicating a keen interest in fostering its development.
Discussing her future investment prospects, Kapoor Khan expressed willingness to explore organic connections. “Historically, I’ve favored secure investments. This marks just the beginning. Let’s wait and see.”
The Bollywood landscape has witnessed several prominent female actors transitioning into brand ambassador-investors of startups. Esteemed personalities like Katrina Kaif (Kay Beauty), Alia Bhatt (Ed-a-Mamma), Deepika Padukone (82°E), and Priyanka Chopra Jonas (Anomaly) have ventured into entrepreneurship. A host of other actresses, including Shraddha Kapoor, Malaika Arora, Anushka Sharma, Shilpa Shetty, Taapsee Pannu, and Dia Mirza, have also embraced this trend, often assuming dual roles as both brand ambassadors and investors. Notably, acclaimed figures from the South Indian film industry, such as Nayanthara, Samantha Ruth Prabhu, and Rashmika Mandanna, have followed suit.
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Pluckk’s Co-Founder & CEO, Prateek Gupta, views the association with Kapoor Khan as one laden with intangible advantages. “This collaboration brings substantial benefits to the entire company and its vision. While investments can be procured from diverse sources, partnerships of this nature bring unique insights and capabilities that other sources cannot offer,” Gupta shared with Business Today.
Industry experts observe that celebrity investors typically secure stakes of less than 10%, functioning as angel investors. The alliance between startups and celebrities is frequently mutually beneficial, offering a wealth management avenue for the celebrities. Often, startups are financially constrained when it comes to engaging celebrities; in such cases, these startups remunerate celebrities with a portion of the endorsement fee and the remainder through company stocks, as explained by experts.
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Gupta outlined Pluckk’s business model, aiming for profitability on a city-level basis. “Our strategy is to attain profitability for every city within a span of 2-2.5 years. We commenced operations in Mumbai, Bengaluru, Delhi, and Pune. Our plan is to establish a robust presence in these cities before expanding to 15-20 cities across India.”
Seed-funded by Exponentia Ventures, Pluckk has plans for expansion into additional cities in the upcoming quarters. The brand distributes its products through its D2C platform and various marketplace channels. As the Bollywood industry’s foray into startup investment continues to gather momentum, Kapoor Khan’s entry into this sphere serves as a testament to the growing confluence of entertainment and entrepreneurship.
