Dhun Wellness, a luxury urban wellness venture founded by Mira Kapoor, wife of Bollywood star Shahid Kapoor, announced on Thursday that it has successfully raised approximately $4 million in a recent investment round. The funding was secured with participation from prominent Indian family offices, marking a significant milestone for the celebrity-backed brand.
The Rise of Celebrity-Led Brands in India
In recent times, celebrity-led brands have experienced a meteoric rise across various industries, including cinema and sports. A-listers are increasingly joining the wave of investors to fund companies, leading to several successful fundraising rounds. This trend highlights the growing influence of celebrities in the entrepreneurial landscape, where their personal brands translate into business opportunities and investor confidence.
Shraddha Kapoor's Palmonas Jewelry Brand
Palmonas, the demi-fine jewellery brand co-founded by actress Shraddha Kapoor, is currently in advanced talks to raise between ₹200 and ₹250 crore from private equity firm Xponentia Capital. According to a report by The Economic Times, the Pune-based company is seeking a valuation of around ₹1,600 to ₹1,800 crore upon completion of this fundraising round.
Earlier in 2025, Palmonas had already raised ₹55 crore from Vertex Ventures, with a valuation estimated at ₹500 crore. The brand, founded in 2022 by husband-wife duo Amol Patwari and Pallavi Mohadikar, with Shraddha Kapoor joining later, is currently tracking an annualised revenue of ₹300 crore. This fundraising initiative comes at a time when the jewellery sector is gaining increased attention from investors looking for promising opportunities.
Samantha Ruth Prabhu's Secret Alchemist Perfume Line
Secret Alchemist, a clean perfume brand backed by popular actor Samantha Ruth Prabhu, recently raised $3 million in a funding round led by Unilever Ventures. The investment round also saw participation from DSG Consumer Partners and involved a combination of primary and secondary capital.
Of the total amount raised, $2.5 million was allocated as primary capital, while the remaining $500,000 represented secondary capital, with several early angel investors selling their stakes. Akash Valia, co-founder of Secret Alchemist, confirmed these details, highlighting the brand's successful positioning in the competitive fragrance market.
Dhun Wellness: Strategic Expansion Plans
Mira Kapoor's Dhun Wellness has specifically attracted investment from leading Indian family offices, including SRF Ltd (Kama Group) and Havells India (QRG Investment & Holdings). Additional participants included Arushi Aayush Agrawal of Inspira Global, along with prominent angel investors such as Ash Lilani of Saama Capital, Timmy Sarna, Abhishek Goyal, Sunil Punjabi, and Kaushik Deva. The round was led by Sanjay Kapoor of Genesis.
The company has announced that the newly raised capital will be strategically deployed toward geographic expansion, strengthening clinical and longevity-led offerings, and building operational depth across its wellness centers. This investment will enable Dhun Wellness to enhance its service portfolio and reach a broader audience in the competitive wellness industry.
The success of Dhun Wellness, along with other celebrity-backed ventures like Palmonas and Secret Alchemist, underscores a broader trend in the Indian startup ecosystem. Investors are increasingly recognizing the value of brands associated with high-profile personalities, which often benefit from instant brand recognition and consumer trust. This phenomenon is reshaping investment patterns and creating new opportunities for growth in diverse sectors ranging from wellness and jewellery to perfumes and beyond.
