2025 truly ushered in the entrepreneurial era for Indian celebrities. Many stars moved beyond endorsements to equity ownership, this year, taking meaningful stakes in fashion, jewellery, lifestyle, and consumer brands. The year witnessed a surge of new brand launches – some founded by celebrities themselves and others powered by their backing and influence.
In this listicle, IMAGES Business of Fashion brings you the most notable celebrity-led brands that emerged in 2025.
ARKS by Ranbir Kapoor
Bollywood star Ranbir Kapoor launched ARKS in February this year, a premium lifestyle label offering modern, minimalist and timeless essentials. The brand’s portfolio spans apparel, footwear and accessories for both men and women, with prices starting at Rs 1,499 for basics and going up to Rs 34,999.
ARKS is currently available through select stores across the country, its first experiential studio in Mumbai’s Bandra, as well as its D2C website. Co-founded by Ranbir Kapoor and led by Abhinav Verma (Co-Founder & CEO), ARKS has quickly emerged as one of India’s most promising new-age fashion ventures. The brand reflects Kapoor’s understated aesthetic and refined sophistication – rooted in the philosophy of “quiet confidence.”
10XU by Sachin Tendulkar
Cricket legend Sachin Tendulkar stepped into India’s booming sportswear and athleisure market this year with the launch of his own brand, Ten X You (styled 10XU). The brand was co-founded alongside Karthik Gurumurthy and Karan Arora under SRT10 Athleisure Pvt. Ltd. The venture is backed by Peak XV (SurgeXI Co-Hort) and Whiteboard Capital.
At the Mumbai launch on October 10, Tendulkar highlighted the brand’s mission: to inspire Indians to move from being sport-loving to sport-playing, promoting an active lifestyle across the country.
In its debut range, Ten X You featured a range of high-performance footwear, cricket-specific shoes, and versatile athleisure apparel. Prices for the products are set between Rs 1,200–6,000, while cricket-specific footwear is pegged at around Rs 9,000. The brand currently follows a direct-to-consumer (D2C) model, with plans to open its first physical store within six months.
Dear Diary by Rashmika Mandanna
Actor Rashmika Mandanna launched her own fragrance brand, Dear Diary, marking her debut as a beauty entrepreneur. The brand was developed in collaboration with global partner The PCA Companies.
Dear Diary follows a direct-to-consumer model and offers fragrances priced between Rs 599 and Rs 2,599. The brand draws inspiration from her personal experiences and memories, aiming to be more than just a perfume line. Mandanna described it as an intimate way for people to carry their own stories and emotions through scent.
Underneat by Kusha Kapila
Internet personality Kusha Kapila ventured into entrepreneurship this year with the launch of Underneat, a shapewear and innerwear brand co-founded with retail veteran Vimarsh Razdan. Launched in April 2025, Underneat operates as a direct-to-consumer (D2C) label focused on closing the gap in comfortable, well-fitted shapewear tailored to Indian women’s bodies.
Kusha leveraged her massive social media presence to create strong pre- and post-launch buzz, particularly through her popular ‘what to wear under’ content series that educated consumers on shapewear solutions and drove brand discovery.
Within just eight months of launch, the company is reported to have reached approximately Rs 150 crore in annual recurring revenue (ARR), marking an impressive early growth trajectory for a young D2C brand. Underneat received its initial backing from serial entrepreneur Ghazal Alagh and recently raised an additional USD 6 million in funding from Fireside Ventures.
Souragya by Sourav Ganguly
Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra, launched ‘Souragya’ this year, a premium ethnic wear brand created in collaboration with cricket legend Sourav Ganguly. The brand was introduced before the Durga Pujo season, drawing inspiration from West Bengal’s designs and silhouettes, blending traditional craftsmanship with contemporary aesthetics.
The debut collection featured around 100 styles, including kurtas with dhotis and gamchas, as well as ceremonial wear like sherwanis with dhotis, churidars, tapering pants, salwars, and kurta sets. As part of the licensing partnership, MJIPL brings its design and brand-building expertise to scale the label in the coming months.
The brand is available exclusively on the Myntra app and website.
Celebrity-Led Fundings
Agilitas Sports (Backed by Virat Kohli)
Cricket icon Virat Kohli has invested Rs 40 crore in Agilitas Sports, a Bengaluru-based sportswear and athleisure company founded in 2023 by Abhishek Ganguly, former MD of Puma India. The move marks an evolution of Kohli’s long-standing association with Ganguly, who had earlier partnered with him to build One8 during their Puma years.
Kohli’s role goes beyond brand endorsement – he is now a minority equity holder and will actively contribute to the company’s strategic growth.
As part of the partnership, Kohli has also transitioned his lifestyle brand One8 to Agilitas, signalling a strategic bet on creating a homegrown sportswear powerhouse. The platform aims to scale One8 across online channels, exclusive stores, and key international markets, with expansion into performance footwear and multi-sport athleisure.
Uppercase (Backed by Jasprit Bumrah)
Indian pace spearhead Jasprit Bumrah expanded his association with sustainable travel gear brand Uppercase in April 2025, transitioning from long-time brand ambassador to equity investor and collaborator. Uppercase is a Mumbai-based direct-to-consumer (D2C) luggage and travel accessories startup known for its eco-friendly products made from recycled materials.
Bumrah had been the face of Uppercase since its inception in 2021 and chose to invest because the brand’s sustainability mission aligns with his personal values. Though the size of his equity stake has not been publicly disclosed, he will work closely with the company to co-create a premium product line. As part of the partnership, a portion of profits from the signature line will be shared with Bumrah.
Purple Style Labs (Backed by Salman Khan & Sachin Tendulkar)
Luxury fashion platform Purple Style Labs (PSL) saw high-profile celebrity backing in 2025, with Bollywood superstar Salman Khan and cricket legend Sachin Tendulkar joining recent funding rounds as strategic investors.
Founded in 2015 by Abhishek Agarwal, PSL is the parent company behind Pernia’s Pop-Up Shop and other multi-designer retail formats, curating premium Indian designer wear, accessories, and occasion fashion for both men and women. The company has built a robust omnichannel ecosystem, combining its digital marketplace with over 15 experience centres and studio stores in key cities including Mumbai, Delhi, Bengaluru, and Hyderabad.
With IPO plans underway in late 2025, strong revenue growth, and celebrity support, Purple Style Labs demonstrates how Indian luxury fashion is increasingly leveraging celebrity capital to scale from niche boutiques to global lifestyle destinations.
Bombay Shaving Company (Rahul Dravid)
Personal care brand Bombay Shaving Company recently closed a Rs 136 crore funding round comprising both primary and secondary infusions. The round was led by Sixth Sense Ventures, with participation from Founder and CEO Shantanu Deshpande, the Patni Family Office, GII, and other high-net-worth individuals (HNIs).
Notably, marquee investor and Indian cricket legend Rahul Dravid also participated in the round, reflecting strong confidence in the company’s purpose and growth vision.
Bombay Shaving Company clocked a net revenue run-rate of Rs 550 cr+ and achieved PAT profitability, having doubled its performance over FY25. This fundraise served as a strategic step to consolidate as the brand gears up for a potential IPO.
QWEEN (Backed by Ranbir Kapoor and Aamir Khan)
Experiential luxury jewellery retail brand QWEEN has raised an undisclosed amount of funding from Bollywood superstars Ranbir Kapoor and Aamir Khan, marking a high-profile endorsement as the brand prepares to launch in India. Their participation follows a major strategic investment by global jewellery leaders Rosy Blue and Japanese luxury retailer Kashikey, which earlier supported QWEEN’s initial seed phase.
Founded by Amit Kumar and Suyash Motarwar, QWEEN positions itself as India’s first self-discovery experiential luxury jewellery brand, blending 100 % natural diamonds, gemstones, gold, and silver with a contemporary retail format designed to make fine jewellery shopping invitational and unintimidating. The brand plans to debut large-format experiential stores of 5,000–6,000 sq ft in Bengaluru and Delhi by February 2026.
