From Raj Shamani to Tanmay Bhat, content creators emerge as new source of startup investors

India's leading digital creators are increasingly expanding their influence beyond content creation, emerging as active angel investors in startups spanning artificial intelligence, fintech, education, health-tech, and direct-to-consumer categories.

Creators with audiences running into millions of followers, including Raj Shamani, Ranveer Allahbadia, Tanmay Bhatt, and Ankur Warikoo, have collectively backed dozens of startups over the past few years, according to the data exclusively shared by marketing intelligence platform Tracxn.

Among the data of five prominent creators, comedian and entrepreneur Tanmay Bhat has built the most extensive investment portfolio, with stakes in more than 22 startups based on publicly available information.

Bhat, who co-founded Moonshot Media and the comedy show All India Bakchod (AIB), has invested in companies such as Cred, Ultrahuman, and smallcase. His portfolio also includes startups such as Alt Carbon, Unikon.ai, Bella Vita perfume, SuperDM, EquityList, Mainstreet, Infinyte Club, Samudai, CrowdPad, Rigi, SuperShare, GrowthSchool, Flint, MeanFi, Wint Wealth, and HYPD.

Bhat's latest investments include wealth-tech startup Trackk and watchmaker Rotoris.

Podcaster and entrepreneur Raj Shamani, founder of Figuring Out and Curaa, has backed eight startups, according to Tracxn data.

Among his notable investments is Temple, the health-tech venture founded by Zomato founder Deepinder Goyal. Temple has also attracted backing from investors, including Paytm founder Vijay Shekhar Sharma, Mamaearth co-founder Varun Alagh, and Urban Company co-founder Abhiraj Singh Bhal.

Shamani's other investments include toy manufacturing startup Clapstore Toys, AI-powered professional networking platform Unikon.ai, fragrance brand Bella Vita, and transactional app Deciml.

Content creator Ankur Warikoo's portfolio includes several startups that have either been acquired or emerged as category leaders. His investments include Tapzo, which was acquired by Amazon Pay in 2018, and TargetingMantra, acquired by Snapdeal in 2016.

Other companies in his portfolio include enterprise technology startup OneDirect, marketing automation platform BetaOut, creator-led media platform Josh Talks, employee engagement startup Infeedo, wealth-tech platform Wint Wealth, and procurement marketplace NowPurchase.

Warikoo has also backed unicorn and soonicorn firms such as Vested Finance, Leverage Edu, and INDMoney, with much of his investment activity in fintech and marketing technology ventures.

Another prominent creator-investor is Raveer Allahbadia, popularly known as BeerBiceps. He is the founder of a plethora of businesses, such as BeerBiceps SkillHouse, digital media platform BigBrainCo, meditation app Level Supermind, influencer marketing platform Monk Entertainment, and content company BeerBiceps Media World. Additionally, Allahbadia has also invested in startups across wellness, artificial intelligence and fintech.

According to Tracxn, his portfolio includes health and wellness brands SuperCluster Pi, AI-powered video marketing platform QuSO AI, edtech startup Conker World, investment app Deciml, and crypto-focused social investment platform SahiCoin.

Meanwhile, finance creator Sharan Hegde, founder of The 1% Club, has invested in seven startups. His portfolio includes the mental health startup InnerGize, now operating under the brand DUSQ; the productivity software platform SuperDM; the creator economy startup Rigi; and the restaurant chain Burma Burma.

Hedge recently announced the acquisition of a minority stake in the creator management and entertainment company Madhouse Mafia.

Analysts said that the increased participation of creators in startup investment reflects the evolution of India's creator economy, where digital entrepreneurs are increasingly leveraging their personal brands and audience reach to support early-stage ventures.