Skin in the Game Capital + Marketing Expertise + Community
That’s what it takes to build the brands of tomorrow.
“No Muscles without strength, Friendship without trust, Opinion without consequence, Change without aesthetics, Age without values, Life without effort, Water without thirst, Food without nourishment, Love without sacrifice, Power without fairness, Facts without rigour, Statistics without logic, Mathematics without proof, Teaching without experience, Politeness without warmth, Values without embodiment, Degrees without erudition, Militarism without fortitude, Progress without civilisation, Friendship without investment, Virtue without risk, Probability without ergodicity, Wealth without exposure, Complication without depth, Fluency without content, Decision without asymmetry, Science without skepticism, Religion without tolerance, …and most of all, nothing without SKIN IN THE GAME”
— Nassim Nicholas Taleb
The opportunity – NOW
The consumer category is at an inflection point in India, due to a more discerning Indian consumer, increased availability of venture capital and the dramatic improvements in technology, especially due to internet access.
However, this is not enough. Now, more than ever, building a brand has become critical for any consumer facing venture in India. With a flurry of disruptor brands and incumbent traditional brands vying for the Indian consumer’s wallet share, we think that the key to sustainability is consistent brand building to build consumer preference, accelerate to the next stage of growth and eventually make the “brand” a moat.
Our unique solution
The Spring Marketing Capital Fund will invest in consumer facing companies which have achieved some level of product-market fit. Along with our capital, we will offer our extensive marketing experience and expertise to help these companies to build the brands of tomorrow. The amazing investors backing us come from different parts of the consumer world and we hope to leverage this community of consumer experts to benefit our investee companies even further. This is our solution: to combine the power of capital, marketing expertise and community.
Our investment philosophy rests on this core principle of “Skin-in-the-game”. A shared vision and a long-term alignment with the founder are critical to building a strong brand. This long-term alignment in goals allows us to work closely with the founder and management teams as partners and help them solve business problems through the lens of marketing, meaningfully impacting the company and brand’s trajectory.
Our philosophy is a direct result of our experience in the last few years where we have seen a disproportionate change in valuation in companies where we have got the marketing intervention right, and got it right early. We have also seen that founders, unlike MNCs, are seeking more than campaign or design support when it comes to marketing and brand building. Pure-play advertising and communications focussed firms are not organised in a fashion which allows them to do this for founders, most of whom are grappling with marketing spends and branding for the first time.
We love to have the first marketing conversation in the room. We love a canvas that we can jointly paint on and help build brands to solve the test of time. Becoming an insider in our investee companies allows us the ability to offer our marketing expertise and experience as part of our partnership with the founders. We love to be the voice of the consumer in the companies we partner with.
We are here to build the brands of tomorrow in India.
Frequently Asked Questions
Does Spring invest capital or take equity in lieu of consulting fees?
Spring Marketing Capital Fund (“Spring Fund”) is a SEBI registered Category II AIF (Alternative Investment Fund). Spring Fund will invest capital to take equity stakes in companies.
Who are the investors backing Spring Fund?
The investors backing Spring Fund include entrepreneurs, VCs, family offices, advertising film makers, marketing professionals and consulting partners. Verlinvest SA, a leading global consumer focussed family fund with wealth from some of the families behind AB InBev is our anchor investor and strategic partner. Our investors come from different parts of the consumer ecosystem from around the world.
What is the expected size of each investment?
We aim to invest $1-$2 million in each of our investee companies.
Which sectors and stage does Spring Fund invest in?
Spring Fund will make investments in companies that are looking to build brands in India. As a result, we will target consumer facing businesses in sectors like consumer goods and services, financial services, healthcare and technology. We are not restricted by the funding stage or round. However, we will never be the first institutional investor in a company and ideally will invest along with one of our identified partner VCs.
What will Spring Fund offer its investee companies, apart from providing capital?
Apart from being a financial investor, we will work alongside founders and management teams to leverage our extensive marketing experience and expertise, as is required in the situation. We will do whatever it takes to help our investee companies to build and grow their respective brands.
As the very first partner in our investment portfolio, the partnership between Spring and Purplle will always be a special one. We met Manish & Rahul in 2019 (the year of our inception) and things just clicked instantly. Their idealistic views, innovative mindset, and genuine focus on doing good for the community really resonated with us. We've been working closely with them to craft the Purplle persona, and to help spread some Good Vibes along the way as well!
From the moment we met Pritesh and Megha, the chemistry was undeniable. Juicy Chemistry is Spring's second investment partner, and it's truly a special equation. Juicy Chemistry was born out of Megha & Pritesh's kitchen (literally) and has grown into one of India's only fully organic personal care brands. Spring is partnering with Juicy Chemistry to help craft and bring alive their unique product story and help grow this brand organically.
A little Bewakoofi can be a beautiful thing. We certainly agree! Prabhkiran and his team have created a fashion & lifestyle brand that embodies self-expression in all its glory -- every shade of quirk, for every kind of crazy. We're thrilled to partner with them at such an incredible juncture in their journey. After all, there's a little bit of Bewakoof in all of us, isn't there?
Talking about any issue is such a taboo in India because we're always worried about reaction and seeking help for it is almost out of the question. This is where we see Mosaic Wellness making that change. Revant and Dhyanesh are building 2 horizontal platforms focusing specifically on women- Be Bodywise and men- Man Matters where the platforms address the obvious, not-spoken-of issues that if we had a solution for, that could make both women and men more confident. Spring is partnering with Mosaic Wellness to build out this community of men and women in a real, relatable and reassuring manner. We’ve just gotten started in decoding the world of men and demysting the world of women. Stay tuned!
It was ‘Smiles at first sight’ when we met Hitesh Kakrani and Dr Jatin Kakrani. Youthful, enthusiastic and very passionate about the problem they have set out to solve – re-making and re-imagining the dental experience. Every interaction with the Smiles Team, we came out loving their focus, appreciating the spectrum they were covering – from curative to cosmetic; and connecting with them strongly on the desire to build an impactful dental care brand. Excited to see and unveil what comes ahead - can promise lots of surprises and delights in the days to come. And many many more smiles.