Funding Alert

Mixed Reality Startup Flam Ropes In Cricketer KL Rahul As Investor

• ByStartupStory     |    August 13, 2024

Indian cricketer KL Rahul, who recently invested in the Bengaluru-based direct-to-consumer fitness brand Boldfit, has now expanded his portfolio by investing in the mixed reality startup Flam. Although the financial details of this deal have not been disclosed, the move underscores Rahul’s growing interest in high-growth sectors.

Flam, founded in 2021 by Malhar Patil, Rajat Gupta, and Shourya Agarwal, is at the forefront of the mixed reality space, offering fans an innovative way to engage with celebrities. The platform allows users to create personalized, immersive experiences with renowned personalities through a simple link shared on social media, websites, or even via offline channels like QR codes.

Commenting on his investment, KL Rahul said, “This is going to change sports fandom forever. It will open up so many creative possibilities for fans to engage with their favourite athletes. The ease with which we can create this content really surprised me. This is going to be a big hit among fans.”

The company aims to lead the next wave of digital fan engagement by redefining how fans interact with their favorite celebrities. Flam’s platform also offers brands the opportunity to feature their mascots or products as characters, enabling them to create content that resonates with their audience.

“We are thrilled to bridge the gap between the screen and reality, bringing celebrities right into your personal space,” said Shourya Agarwal, co-founder of Flam. “We envision marketers everywhere using this innovation to engage and captivate audiences across events, concerts, sports, films, and TV shows.”

This investment by KL Rahul is part of a broader trend of national athletes taking an active interest in Indian startups. In addition to Rahul’s recent investments, Olympian PV Sindhu has backed D2C wellness brand Hoop and agritech startup Greenday’s FMCG brand Better Nutrition. Similarly, Indian supplement brand Supply6 has secured investment from former South African cricketer AB de Villiers, who also serves as a brand ambassador. Other cricketers like Virender Sehwag and Shreyas Iyer have also invested in startups, with Sehwag backing Jaipur-based fintech startup Getepay and Iyer investing in the healthtech platform Curelo.

KL Rahul’s partnership with Flam comes shortly after his involvement with Boldfit, where the athleisure wear brand is planning to expand its footprint in the Middle East. Rahul’s growing portfolio reflects his strategic investments in brands that are positioned for significant growth.

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