E-commerce entices celebrities, Karishma Kapoor the latest to join the league

This is not the first and would not be the last as e-commerce investments seem to have got the liking by celebrities; the latest celebrity to join the league is Karishma Kapur, who has made an investment in BabyOye.com. “When I was asked if I would like to invest in Babyoye, I instinctively said yes. I am an actor, not a businesswoman but it is not really a business decision. I am investing as a parent who has discovered a wonderful service and wishes to share it with fellow parents. So yes, I have put in my time and my money but most importantly, I’m putting my heart into it,” declared Karishma Kapoor.

Recently, Bollywood actress Neha Dhupia announced to invest in lingerie and shoes segments whereas Shilpa Shetty invested in a group home buying site. Bollywood actors Ajay Devgan and Sanjay Dutt are shareholders of ticketplease.com.  Zaheer Khan invested in Sher Singh and recently, Yuvraj Singh announced an investment in Exclusively.


Celebrities in e-commerce Investment Group Categories (mainly deals in)
Karishma Kapoor BabyOye.com Baby products
Neha Dhupia lingerie and shoes Women wear- lingerie and shoes
Shilapa Shetty GroupHomeBuyers.Com  Home-buying site
Zaheer Khan Shersingh.in Men and Women apparels
Yuvraj Singh Exclusively.in Apparel
Ajay Devgan ticketplease.com Tickets to movies, concerts, plays and sporting events
Sanjay Dutt ticketplease.com Tickets to movies, concerts, plays and sporting events
Vatsal Seth www.celebwears.com celebrities clothes and customized wardrobe
Salman Khan BeingHumanWatches.com Stylish watches


BabyOye.com was founded in May 2010 by Sanjay Nadkarni and Arunima Singhdeo. It is an e-commerce store selling baby products. BabyOye offers over 4000 Indian and imported baby products across categories, like diapers, bath and skincare, health and safety products. In April it raised, $2.5Mn from Accel Partners and Tiger Global.

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It has tied-up with over 80 brands like Johnson & Johnson, Hauck, Graco, Medela, Avent, Chicco, Fisherprice, farlin, Pampers, and Huggies, among others. The portal offers free home delivery for orders above Rs 2,000. Babyoye.com claims that itreceives 1,000 daily visitors and has over 25,000 fans on Facebook.

Nevertheless, other players in this space are Hushbabies.com and Firstcry.com. Consumer marketing firm, Jasper that owns Snapdeal has also launched Babybox.in. FirstCry raised $4Mn from SAIF Partners in April this year and Hoopos.com raised funds from Helion Venture Partners in October. In February 2011, Hyderabad-based Hoorayy Technologies, which operates ecommerce website LootMore.com, launched Kidloo.com, an online store for baby and kid products targeting the 0-12 year age group.




  • Rakesh Sharma

    Online stores and online shopping are the next big thing in the retail industry. With the advent of internet and computer literacy, people have now understood that you can shop without running around stores. The growth has seen the emergence of websites that sell products ranging from cosmetics to gadgets to dress to books to what not. If you want it, it’s there on the internet. Even you can buy groceries online these days.