Beyond the Box Office: Inside the New Wave of Celebrity-Founded Startups

There was a time when a Bollywood star’s involvement in business meant little more than standing in front of a green screen, flashing a practiced smile, and holding a product for a quick billboard shoot. But if the latest crop of Indian actors-turned-founders is any indicator,

those days are officially behind us.

Between 2025 and 2026, a distinct shift took place in the Indian entrepreneurial space. A new wave of actors—spanning pan-Indian cinema, generational royalty, and breakthrough stars—aren't just signing endorsement contracts; they are taking equity, building brands from the ground up, and running companies as founders, investors, and creative directors.

Here is a closer look at eight emerging startups led by these stars that are redefining what it means to be a modern celebrity entrepreneur in India.

1. Aryan Khan – D'YAVOL (Founder)

Stepping out of the shadow of generational stardom, Aryan Khan co-founded D'YAVOL (under SLAB Ventures) to build an edgy, ultra-premium luxury collective. Spanning award-winning spirits, high-concept streetwear, and bespoke eyewear, the brand reflects a sharp, uncompromising design ethos rooted in craftsmanship and modern street culture.

2. Tripti Dimri – Peep Beauty (Investor & Co-Creator)

Following her meteoric rise on screen, Tripti Dimri stepped into the beauty space as an investor and co-creator for Peep Beauty. The startup is pioneering a whole new category in India by reimagining colored contact lenses and eye makeup not as vision correction, but as essential tools of personal style and self-expression.

3. Shanaya Kapoor – Indinoor (Co-Creator)

Marking her entry into modern lifestyle and fashion retailing, Shanaya Kapoor came on board as the co-creator of Indinoor. The venture focuses on bringing a fresh, youthful aesthetic to contemporary wardrobe staples and modern Indian fashion design.

4. Sanya Malhotra – Bree Matcha (Co-Founder)

Inspired by a trip to Japan where she discovered the calming, focused energy of green tea rituals, actress Sanya Malhotra co-founded Bree Matcha alongside doctor-turned-entrepreneur Dr. Kunal Shah and Siddharth Shah. The brand aims to make grade-A ceremonial Japanese matcha an accessible, joyful daily wellness habit for urban Indians.

5. Samantha Ruth Prabhu – Zoy (Founder)

Known for her authentic approach to health and mindfulness, Samantha Ruth Prabhu launched Zoy, a wellness-focused brand designed around clean living, active nutrition, and holistic self-care. Samantha's deep personal connection to wellness shines through every curated offering.

6. Tamannaah Bhatia – Tamannaah (Founder)

Leveraging her timeless style and years in the spotlight, Tamannaah Bhatia introduced her self-titled lifestyle and beauty venture, Tamannaah. The brand merges traditional Indian ingredients and aesthetics with contemporary beauty formulation to deliver high-performance care.

7. Rashmika Mandanna – Dear Diary (Founder)

Taking inspiration from personal memories and emotional storytelling, Rashmika Mandanna founded Dear Diary, an expressive fragrance line created in collaboration with global accelerators. Featuring artisanal notes like pink lotus, lychee, and jasmine, the brand turns perfume into a narrative extension of identity.

8. Vijay Deverakonda – UN HYPE (Co-Founder)

Known for defying conventions both on screen and off, Vijay Deverakonda co-founded UN HYPE. Built for a youth culture tired of artificial trends, UN HYPE delivers minimalist, high-quality street culture staples designed to make a statement without chasing momentary internet hype.

What This Shift Means for Category Marketing

This wave of star-backed businesses shows that celebrity marketing in India has evolved into something far more sophisticated:

• Authenticity Over Endorsement: Audiences instantly spot a passive ad deal. Brands like Bree Matcha or Dear Diary work because they stem directly from the founder's actual lifestyle and passions.

• Creative Direction First: Stars are bringing their visual storytelling experience directly into product design, brand films, and visual identity.

• Building Long-Term Equity: Rather than taking short-term campaign checks, today's talent is focused on creating scalable, long-term enterprise value in the direct-to-consumer (D2C) ecosystem.