Nikhil Kamath and Abhijeet Pai-led investment firm Gruhas has partnered with Mumbai-based creative talent management firm Collective Artists Network to form a new investment fund that will back 10-15 consumer startups.
The new fund, Gruhas Collective Consumer Fund, plans to invest around Rs 150 crore in areas such as fashion and lifestyle, health and wellness, coffee and beverages, personal care, and food services.
In addition to Gruhas and Collective Artists Network, the fund will also raise capital from limited partners.
Kamath and Subramaniam will be general partners at the new fund. Collective Artists Network manages Bollywood actors including Deepika Padukone, Ranveer Singh, Hrithik Roshan, and Shraddha Kapoor, in addition to several social media influencers and cricketers.
Gruhas specializes in early-stage and debt investments in sectors including proptech, clean tech, and consumer sector, among others. It has backed startups such as Licious, Mainstreet Marketplace, Printo and Hatti Kaapi in the consumer space.
The firm has also partnered with DLF Family Office and Anthill Ventures for an accelerator programme named Gruhas Aspire for the proptech space.