What do Zerodha co-founder Nikhil Kamath, Cred founder Kunal Shah and Zomato founder Deepinder Goyal have in common? All entrepreneurs, they are part of a growing tribe of founders-turned-content creators, carving a slice from the densely-populated influencer pie.
“Nikhil Kamath is clearly the frontrunner here,” said Viraj Sheth, co-founder and CEO of Monk Entertainment, a talent management and influencer marketing company.
The Zerodha, True Beacon, and Gruhas co-founder started his ‘WTF Is’ podcast in March last year, where he invites friends and domain experts to discuss topics ranging from social media, technology, and gaming to environment and fitness. The guests featured include brother and co-founder Nithin Kamath, Biocon founder Kiran Mazumdar Shaw, Cult.fit CEO Mukesh Bansal, actors Tara Sutaria and Bhumi Pednekar, and YouTuber Tanmay Bhatt, among others.
“I often host get-togethers and try to bring people from diverse backgrounds together. The quality of conversation is such that we felt it needed to be shared with a wider audience,” Kamath told FE on why he started the ‘WTF Is’ podcast. “The podcast is the same setup I have every weekend with friends, the only difference is that there is a camera in the room,” he said.
“The podcast is by itself a mini MBA programme, and each episode leaves me with a bird’s eye view of the industry,” the entrepreneur added.
Speaking on the topics he chooses, Kamath said, “We pick what interests me, the sectors I am looking to invest in, and the ones I feel hold potential for future entrepreneurs of the country. We only shoot once a month and focus on providing quality content that ensures access to knowledge and actionable insights.”
In his latest episode on climate change, a WTF Fund to Combat Climate Change was announced. “We are focusing on initiatives that will have a long-term impact in three cities—Bengaluru, Mumbai and Delhi,” he commented.
Not only Kamath, a number of other founders, too, have podcasts, such as Shah’s CRED Curious, Zomato founder Goyal’s Breaking Bread, Bombay Shaving Company founder and CEO Shantanu Deshpande’s The Barbershop with Shantanu, The Glitch co-founder Varun Duggirala’s Take aPause. While the topics discussed on these podcasts are wide-ranging, the audiences have received them positively, as indicated by social media figures.
“Founders actually have the real-life experience and depth to build content that is relevant to the industry they cater to. Unlike influencers, they are not trying to just score brand deals in order to sustain a career. They already have a primary income source, and they are using content in order to build an audience for themselves to sell the products/services their companies provide,” said Sheth.
Along with it, “a founder’s content clicks when it resonates with the audience’s aspirations and challenges. Authentic storytelling, a focus on value-driven content, and interactive engagement, such as Q&A sessions, drive higher audience engagement,” said Chirag Jain, co-founder of influencer marketing company SocialTag.
While podcasts remain popular, the founders are exploring other mediums too, from X and LinkedIn posts to YouTube videos and Instagram reels.
After making quite a splash on TV, former Shark Tank judge and BharatPe MD Ashneer Grover is doing the same on Instagram with Reels. Speaking on diving into the content creation space during an interaction at the Institute of Management Technology, Ghaziabad, last year, he said, “If you had any idea what influencers are making these days, you’d cry… I don’t need a show anymore; people are consuming more of me on social media than they ever consumed me on TV.” Responding to a question by a student, Grover, at his candid best, said, “If I’m making reels, why are you watching? Everybody can make reels, but the question is whose reels are being watched. Yes, I’m an influencer. I like getting involved in everything and creating a disruption.”
While Grover spoke about the kind of money being an influencer brings about, Kamath has a different approach. “We have never monetised any content on the podcast, collaborated with any brands, or even run any ads. We are committed to giving good information for free, no strings attached, and will continue to do so. But if a brand shares our values, we may collaborate on philanthropy,” he told FE. Similarly, in a post on X last year in August, he wrote, “To all brand managers and advertisers reaching out for paid promotions, etc, I’m humbled but 100 per cent uninterested. Pls, don’t spam me. If I ever share a brand going forward, it’s out of genuine love, not for payment.”
While Kamath remains ‘disinterested’, not all entrepreneurs are. Kamiya Jani, founder of Curly Tales, a food and travel discovery platform, boasts of over 776,000 followers on Instagram. Along with regularly sharing travel and food-related content, she has also collaborated with brands such as Dove, Aashirvaad Wellness, Bgauss, and Coca-Cola.
“Brands across various segments, especially in finance, infotainment, and entrepreneurship, engage with founder-content creators. Brands seeking authenticity and industry expertise are likely to engage with founder-content creators,” said Jain. Speaking on the amount of money such brand deals can bring about, he said, “The figures can range from $1,000 to $10,000 or more, depending on factors like reach, engagement, and industry relevance, adding that “founders tend to opt in for very few selective brand collaborations that resonate with their values.”
While founders remain picky of the brands they collaborate with, “they are realising the importance of personal branding,” said Sheth on why an increasing number of founders are becoming content creators. “It can have a good rub-off on your main business if you are vocal about building in public. Folks from the industry will flock to your account and it will not only help with increasing sales, but also help broaden the hiring pool for the founder,” he added.
Jain added, “The trend is primarily driven by the audience’s appetite for authenticity and the learning mentality. Founders sharing genuine experiences and knowledge create a connection. The democratisation of content creation platforms allows founders to directly engage with their audience, fostering a sense of community.”
