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Think9 Founders Fund — SEBI Cat II AIF

If the founder is right
everything else follows

Early Stage
Seed to Pre-Series A
Consumer Brands
Catering to India 1
300cr
Targeted Fund 1
Active Follow Ons
Not just a single cheque
Why Think9 Founders Fund

What makes us different

01
Founder Focused
For us, Founders come first. We believe everything else follows
02
Our Ecosystem
A new age brand operating system thats built 10+ brands with 80%+ success rate
03
Deep Consumer Understanding
We study India from living rooms, not boardrooms. Decades proprietary research on consumer, culture and societies
04
We move Fast
Capital without the distraction from business. More time building less time fundraising.
Our Differentiated Approach

AI Led, we move fast

Convictions made faster with proprietary AI models

Founder model tested on 30k+ founders helps us partner with the best

Honest feedbacks OR fast signing, nothing in between

Our Ecosystem

Founders choose us for our ecosystem, not just capital.

We've built an interconnected ecosystem — consumer research, mentoring, venture equity, growth playbooks, retail distribution, and content infrastructure — that gives founders an unfair advantage at every stage.

Consumer Insighting & Brand Strategy
We decode culture, spot opportunity, and design brands built to last.
Business & Lifeskills
We mentor founders through the hardest phase — from idea to product-market fit. Building life and business skills alongside the brand.
Growth Playbooks
Proven playbooks across Q-commerce (SuperYou — fastest ₹200Cr ARR), D2C (The Good Bug — 1Mn+ consumers), Kingdom of White (30+ physical stores) and more...
Retail & Distribution Network
With Broadway(an experiential retail format that hosts 350+ new age brands), Foodstories(a gourmet food retail platform) and Brand Bridge(your distribution gateway to 10k+ standalone modern trade stores), we have got you covered.
Content Infrastructure
Captive team of 30+ professionals and a solid content machinery
Consumer Understanding

We study India from living rooms, not boardrooms.

These are not off-the-shelf reports — they are proprietary, on-ground studies that decode what India truly wants and how the society is changing

Led by Santosh Desai — India's foremost consumer culture expert, ex-President of McCann-Erickson, bestselling author, and 19-year Times of India columnist — our insights go deeper than any competitor can replicate.

Research
Bharat Darshan
Bharat Darshan is our proprietary lens on India’s emerging markets.
Digital
Digital Anthropology
Indian digital behaviour study.
Framework
Consumer Shastra
Study of the India - world's most heterogenous market
Aspiration
Eliteology
Study of how the premium India-1 think and consume.
Fund Investments

Brands we've built alongside

Think9's portfolio spans nutrition, probiotics, and lifestyle retail — all scaling through distinct channel playbooks.

To be Announced
Nutrition & Wellness
ARR — fastest in the country
Associated Brands

Brands in our ecosystem
Co-created with an ecosystem

Co-created with Think9

Think9 is more than a venture studio. With deep cultural understanding and expertise, we are a founders’ lab turning bold ideas into loved consumer businesses.

Kshitij Ladia

Founding Member at Broadway, India's first experiential retail format for new age brands. Built D2C Insider — India's largest 7,000+ strong D2C founder community. Led strategy, operations, and supply chain transformations at CarDekho and PharmEasy.

Broadway · D2C Insider · CarDekho · PharmEasy
Kshitij Ladia
Co-founder & Partner
Think9 Partners
Vivek Biyani

Built Broadway - India's first experiential retail format for new age consumer brands

University of Michigan
Vivek Biyani
Co-founder & Partner
Apurva Salarpuria

Executive Director of Salarpuria Group and Principal at Salarpuria Family Office. Institutional rigour and a multi-decade network across early stage consumer investing

Institute of Chartered Accountants of India
Apurva Salarpuria
Co-founder & Partner

Advisory Board

Kishore Biyani
Kishore Biyani
Founder & CEO, Future Group
Santosh Desai

India's foremost consumer culture expert. Ex-President, McCann-Erickson. 21+ years in advertising. Bestselling author. 19+ year columnist, Times of India.

Santosh Desai
MD & CEO, Futurebrands
Investment Principles

We invest where India is going, not where it has been.

01
Tech & media reshape consumption
India has moved from secular brands. Social media has given way to create brands targeting a specific niche or a cohort
02
Old comes back in new forms
Re-imagination of familiar categories will drive the next wave.
03
Youth resist inherited patterns
The next generation wants to create their own consumption story.
04
India's pulse = opportunities
The deepest wins come from knowing Bharat beyond the metros.
05
Legacy categories are the low-hanging fruit
Redefined propositions in mature spaces win big.
06
Consumption is a profession
Today's consumers are skilled, informed and hard to fool.
07
Brands are culture keepers
Brands must create and protect culture, not merely extract from it.
08
Impermanence as a feature
Businesses of the future must be built to flex, not just scale.
09
AI redefines agility
Faster paths to growth — if you know how to use it.
The India Story

India is becoming the 3rd largest economy by 2030.

Growing at 8% annually — nearly 3x the US and Germany — India's private consumption powers 61% of nominal GDP. Beyond $2,500 per capita, discretionary income grows disproportionately, and India is hitting that inflection point right now.

The top 30 million Indian households (India-1) dominate 70-89% of value-added consumption — and this cohort is adding 30 million more households by 2030. A consumer market unlike anything the world has seen.

GDP Growth
8% — Fastest Growing Major Economy
Consumption
61% of GDP — 2/3 of India's Economy
Discretionary Growth
129% — Income Growth 2024-2031
India-1 Households
30Mn — Adding 30Mn More by 2030
Our Framework

Building for India 1

India One
The Consuming Class
Those able to afford domestic help. India-1 represents the top 30 million households dominating 70-89% of value-added consumption — beverages, beauty, dining, durables, travel. Adding 30 million more by 2030.
India Two
The Serving Class
The backbone of Indian society — domestic help, drivers, shop-floor workers, delivery personnel. As India-1 grows, so does the aspirational spending of India-2. An entirely new brand cohort waiting to be served.
New Age Branded Consumption

Branded consumption is doubling by 2030

$730Bn
Branded Market by 2030
2.2
Brand Density / 1,000 (vs China 32.7)
70%
Staples & FMCG Still Unbranded
2-3x
New age vs traditional brands growth
Exit Landscape

Clear paths to premium exits are emerging

Strategic Acquisitions
Minimalist → Unilever10×
Yoga Bar → ITC8.2×
Beardo → ITC7.1×
Plix → Marico5–8×
IPO Oversubscription
Wakefit IPO2.5×
Honasa IPO7.6×
Lenskart IPO28×
Investor Relations

Investor Portal

For existing investors and limited partners.

Investor Login

Access fund documents, NAV updates, and portfolio performance through our secure investor portal on Navigate.

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Investor Grievance & Contact

For any investor grievances or queries, please reach out to us directly.

partner@think9.vc
Governance

Best-in-class institutional partners

Trustee
Vistra ITCL
Independent institutional trustee
Legal Advisor
Khaitan & Co.
Tax & legal structuring
Custodian
ICICI
India's largest private bank custodian
Regulator
SEBI Cat II
Full regulatory compliance
Contact

Let's Build Together

Whether you're a founder building the next iconic Indian brand, an investor aligned with our thesis, or a potential ecosystem partner — we'd love to hear from you.

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SEBI Registered Category 2 AIF