Celebrity Fashion Gamble, Nothing Partners Optiemus, and Karnataka HC Rejects X

The wave of celebrity-backed fashion startups in India promised glitz, glamour, and guaranteed consumer pull. Investors thought if Bollywood or cricket could sell tickets and products, they could sell t-shirts, sneakers, and streetwear too. And for a brief moment, it looked like a winning bet. Athleisure brands with actors as co-founders, direct-to-consumer labels fronted by movie stars, and premium apparel ventures pushed aggressively into the market. But the honeymoon has been short-lived. Many of these ventures have struggled to sustain momentum once the novelty of celebrity branding wore off.

Wrogn, a fundraising powerhouse on paper, saw revenue slide 9% to ₹223 crore in FY25 even as net losses deepened to ₹75 crore and accumulated losses swelled, a reminder that awareness without operating discipline drains cash. The “halo can’t price above value” truth shows up in Deepika Padukone’s 82°E (₹25.1 crore EBITDA loss despite revenue traction) and in Nush’s dramatic revenue collapse, both cases where premium cues or celebrity narrative couldn’t compensate for weak perceived value or fuzzy positioning. Even legacy-charity hybrids can misfire: Being Human’s sales have trended down to ~₹170 crore and only a small share reaches the charity, eroding the proposition.

The fundamental problem is that celebrity equity doesn’t automatically translate into consumer stickiness. A star can create attention, but scaling a fashion brand needs consistency in design, pricing, supply chain, and distribution. Too often, celebrity-backed labels have leaned on star power while overlooking the nuts and bolts of building a durable apparel business. The Indian consumer, especially Gen Z and millennial shoppers, is far more discerning than earlier generations. They are quick to test a brand because of a famous name but equally quick to move on if the product doesn’t deliver on quality, affordability, or freshness.

Contrast this with brands like Snitch, The Souled Store, Bewakoof, and Rare Rabbit. None of them launched with celebrity endorsements at the core, yet all four have managed to carve out loyal audiences. Their edge lies in fast design cycles that mirror Zara-style agility, sharper pricing that appeals to India’s value-conscious youth, and aggressive social media playbooks that keep them culturally relevant. Instead of leaning on a star’s Instagram handle, they weaponize memes, collaborations, and viral moments to build brand affinity. In doing so, they’ve shown that operational execution and digital-first storytelling beat celebrity pull in the long run.

This isn’t just an Indian phenomenon. Globally, the story is the same. Rihanna’s Fenty has become the gold standard for how celebrity-led brands can succeed when paired with strong corporate backing and a product-first ethos. By aligning with LVMH and focusing on inclusivity in design, Fenty scaled into a billion-dollar juggernaut. On the other hand, Kanye West’s Yeezy demonstrated the fragility of celebrity-driven ventures, collapsing from a valuation of over $5 billion when its Adidas partnership fell apart. Jessica Simpson’s fashion line, once a billion-dollar business, also plateaued as its celebrity shine dimmed without strong operational reinvention. The takeaway is clear: celebrity pull can open the door, but only operational excellence and strong partnerships can keep a brand relevant.

For Indian celebrity-backed fashion startups, the future will depend on how quickly they adapt to this reality. Those who can pair stardom with strong design and retail muscle may find a sustainable niche. But those relying only on star appeal risk being remembered as yet another experiment that dazzled briefly before fading out. The next chapter in India’s fashion story will likely belong not to who walks the red carpet, but to who manages the supply chain, nails price points, and owns the cultural conversation online.

Let’s go through what else is happening in Indian startup world - Grab your simmering cup of StartupChai.in and unwind with our hand-brewed memes.

“Hum Saath Saath Hai”: Nothing Partners Optiemus To Double Down On India Manufacturing

Nothing is going all in on India by teaming up with Noida-based Optiemus Infracom to make the country its global manufacturing and export hub.

The move also gives its sub-brand CMF a life of its own, spinning off as an independent entity with R&D and operations rooted in India. With $100 Mn on the table over the next three years, this JV is a loud bet on “Made in India” becoming central to Nothing’s global play.

Read more here

“Ye Kya Ho Raha Hai Bhaiya”: Karnataka HC Rejects X Challenge To Centre’s Content Blocking Orders

The Karnataka High Court has shut down X’s plea against the Centre’s content-blocking orders, upholding the government’s Sahyog portal as a valid regulatory tool. The court argued that social media can’t exist in a “state of anarchic freedom,” backing the state’s role in online moderation.

With X branding it censorship and the government calling it public good, this verdict now sets the tone for how internet intermediaries will operate in India.

Read more here

“Apna Sapna Money Money”: Carpediem Exits Interior Design Startup Flipspaces With 9X Return

Carpediem just made a stylish exit from interior design startup Flipspaces, pocketing a hefty 9X return on its $1.8 Mn bet from 2018.

The PE firm claims it enjoyed a 40% IRR as Flipspaces scaled revenue 11X, went global with the US now driving 20%, and bagged marquee clients like TCS. Despite FY24 losses, Flipspaces is eyeing a public listing by 2026, proving this design story is far from over.

Read more here

1. Former ISRO scientist-led Cosmoserve has raised $3.17 Mn to tackle the growing menace of space debris with autonomous robotic spacecraft. The fresh funds will go into team expansion and building ground-testing facilities as the startup readies for lift-off.
   Read more here

2. Bipin Shah-led Zeropearl VC has closed its maiden fund at INR 159 Cr, oversubscribing 3.5X its initial target of INR 80 Cr. The pre-seed firm, backed by unicorn founders and top entrepreneurs, aims to invest in 45 early-stage startups across sectors.
   Read more here

3. Handpickd, Anant Goel’s fresh commerce startup, has raised $15 Mn to streamline India’s fruits and vegetables supply chain. The Series A round was led by Bertelsmann India Investments with participation from Titan Capital Winners Fund and existing backers.
   Read more here

4. EV startup Simple Energy has raised $10 Mn in a bridge round to accelerate its store expansion, aiming for 100 outlets by December and 150 by March 2026. The round was led by Thyrocare founder’s family office, with participation from other prominent investors.
   Read more here

5. Emergent, founded by ex-Dunzo cofounder Mukund Jha, has raised $23 Mn in a Series A round led by Lightspeed Ventures to automate app development. The startup will use the funds to grow its team, boost research, and enhance its platform.
   Read more here

6. Bharat Intelligence has raised Rs 7 Cr in pre-seed funding from Sahyadri Farms to tackle India’s farm labour crisis with AI solutions. The platform already has over 22,500 farmers onboarded as shareholders.
   Read more here

7. Recove has raised Rs 5.3 Cr in a pre-seed round led by Momentum Capital to digitise and modernise India’s plastic recycling supply chains. The B2B startup aims to bring efficiency and transparency to the fragmented recycling ecosystem.
   Read more here

8. Samaaro has raised $500,000 in a pre-series A round led by Inflection Point Ventures to scale its AI-driven event marketing platform. The funds will support expansion in India and the UAE, enhance product capabilities, and boost brand visibility.
   Read more here

9. Zeropearl VC, founded by ex-Titan Capital partner Bipin Shah, has closed its maiden pre-seed fund at Rs 159 Cr, oversubscribing 3.5X its initial Rs 80 Cr target. The fund will back early-stage startups across sectors in India.
   Read more here

10. Travel-tech startup Yuyiii has raised an angel round led by Sridhar Krishnamoorthy to scale its curated stays platform. The funding will support the launch of its updated app and AI Copilot, which recommends stays based on traveller moods and preferences.
    Read more here