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The New D2C Gold Rush — How Content Creators Are Quietly Becoming India’s Most Savvy Entrepreneurs
StartupsJun 9, 2026

The New D2C Gold Rush — How Content Creators Are Quietly Becoming India’s Most Savvy Entrepreneurs

Kusha Kapila launched her shapewear brand Underneat in April 2025. Within eight months, it clocked ₹150 crore in annual recurring revenue, turned EBITDA positive, and raised $6 million in pre‑Series A funding. She is not alone. From Rhea Chakraborty building a ₹40 crore clothing empire to Parul Gulati expanding from hair extensions to a Goa hostel, Indian content creators are leading a quiet D2C revolution. This article tracks how influencers are using their parasocial capital to build real businesses, the economics of creator-led brands, and why venture capitalists are now hunting for creators, not just founders.

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