Nikhil Kamath, Co-Founder of Zerodha, has unveiled the Gruhas Collective Consumer Fund, a venture capital fund for consumer brands, in partnership with Mumbai's talent management firm, Collective Artists Network. With an initial investment of Rs 150 crore, the fund is strategically positioned to capitalize on the current decrease in private equity and venture capital inflows into India. Kamath expressed optimism about the timing, noting, "The opportunity that exists today wasn’t there 12 months ago".

The collaborative venture has already secured its initial five investments, committing up to a million dollars to support early-stage companies. According to Vijay Subramaniam, the founder and Group CEO of Collective Arts Network, participating companies are contributing 30-35% of the venture. Subramaniam emphasized the potential synergies resulting from the collaboration, stating, “With two people coming from two different genres, we will have a multiplier effect”.

Among the initial investments, one is in a sexual wellness brand, and the second is in a maker of innerwear. Subramaniam highlighted that these selections demonstrate Gruhas Collective’s "support for transformative ideas across various segments within the growing creator economy". The majority of investments are anticipated to be executed within the next year, with Nikhil Kamath expressing plans for substantial growth in the fund in the upcoming years. Additionally, the Gruhas Collective Consumer Fund will primarily focus on technology-centric businesses.