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In the very first session on Day 1 of The D2C Summit 2.0, Indian cricketer and wellness ambassador, Yuvraj Singh answers a pertinent question — How should a celebrity choose a brand, and vice-versa?

Singh underlines that it is important for celebrity investors to have their “skin in the game” exemplifying his involvement with Wellversed

For interested startups and readers: Singh and his team are always on the lookout for mindsets that want to build a multi-billion dollar company, have a long-term vision in society-first sectors

Indian celebrities have been exploring investments in the technology space to diversify their interests and use their reach for entrepreneurial goals. In fact, consumer-focussed startups get more than just an investment from celebrities, as the halo effect is often invaluable.

It is clear, that as the startup ecosystem in India matures, it will attract more high-profile investments from celebrities. Thus, there looms question — “How should a celebrity choose a brand, and vice-versa?”. During the very first session at The D2C Dummit 2.0, featuring Indian cricketer and wellness ambassador Yuvraj Singh, here’s a conversation that piqued our interest.

On Celebrity Brand Fit

Yuvraj Singh believes that rather than being a face for a few months/years and then moving onto another brand endorsement project, investment is a bigger way to be a part of the team.

His involvement in Wellversed, for example, is well beyond equity and endorsement. “I am involved with product feedback, I tell him what has helped me with my body, like vegan products, gluten-free bars and snacks. Here’s where we match. They bring product expertise and we discuss what will ultimately make the society better.”

Celebrities should have their skin-in-the-game, really believing in the product, he outlines.

Emphasising a founder-first approach, Yuvraj Singh states, “The reason why one must invest in a startup is that you believe in the founders, the idea behind the group, and the fact that their idea is going to make a difference in the society.”

“Wellversed, for me, was a well-versed plan, on endorsing how to eat better, feel better, train better and have a healthier and longer life.”

Mirroring Singh’s ideology of living a brand, Wellversed cofounder Aanan Khurma added that brands need to understand that bringing a celebrity on a brand’s board is a long-term commitment, and not just about an overnight increase in orders.

On Investing In Newer Brands

In conversation with Vaibhav Vardhan, CEO, Inc42, during the summit, Singh stated that his preferred areas of investment are healthtech, edtech, and sports startups that affect society and the environment positively.

Talking about new investment pitches, Singh stated that his team is always on the lookout for mindsets that want to build a multi-billion dollar company, and have a long-term vision. “I gel well with founders who are here to solve unique problems, like Wellversed.”

Apart from backing Wellversed, Yuvraj Singh, through his six-year-old venture fund YouWeCan, has also invested in several other startups including healthtech Healthians, salon chain Naturals, edtech Edukart, etc.

Inc42 is holding the second edition of India’s largest D2C conference “The D2C Summit”, hosting discussions from the D2C ecosystem — the how-tos and how-haves of building a place in the $100 Bn market.