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Shyam Kumar
Startup as a dream • 5m
How did Ranveer Singh's SuperU become a 500 crore brand while others failed? Anushka had Nush. Virat had Wrong. Shahid had Skult. Deepika had 82° East. All had reach. All had money. All had fans. Yet all failed. But Ranveer Singh launched a protein wafer called SuperU and sold products worth Rs 1.5 crore in 48 hours. Blinkit and Zepto are still showing "Sold Out". How? Because it's not just another celebrity brand. It's a business built like a startup. Who's behind it? Nikunj Biyani, nephew of Big Bazaar founder Kishore Biyani. With the backing of Think9, they are investing Rs 40-50 crore to build a 500 crore brand in 5 years. Ranveer owns 50% of the company. Not just the face. He is involved in naming, designing, testing, everything. It's not influence. It's ownership. And the category? Not just "healthy snacks". Not just "protein". He dug deeper - what is the most craved junk food that no one has eaten yet? Answer: Wafers. Everyone ate protein bars. He created India's first protein wafer. Target your cravings, not your gym goals. This is how category creation happens. Learn : Be the founder, not the brand face. Don't follow market trends - find blind spots. Add depth to distribution, not just advertising. This is how celebrity + product-market fit + timing becomes a case study.
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