Spring Marketing Capital

We are what we build. As Spring turns 6, we want to reflect and give a shout-out to the founders and brands in the Spring family and our journey of brand building with them— building growth-stage brands, building early-stage brands, and consulting with mature founder-led businesses. Here’s to our incredible partners and the exciting journey ahead 🚀 Raja Ganapathy Arun Iyer Vineet Gupta #SpringTurns6 #VentureCapital #D2C #investment

Building brands of tomorrow requires imagination, humility, and the courage to learn anew—because the consumer always leads the way. As we wrap up an action-packed 2024, our Founder, Raja Ganapathy pens down his thoughts on the year gone by and his excitement for the upcoming one. Arun Iyer Vineet Gupta

As I look back at the year that was, I can't help marvel at the rate of change in the marketing world. Over the last 6 years, we at Spring have touched more than 60 new age brands but I cannot shake off the feeling that we will start 2025 with a clean slate - not thinking that we know everything, not believing that we are the experts but realising that building a new age brand requires the humility and willingness to learn afresh. The phenomenon that is Q-commerce (Q-comm) has completely altered the discovery dynamic - today most new D2C brands first get found on Q-comm. Everyday is a new day in the 10 min delivery world and the kind of products hopping onto the platform are defying our imagination. Add to this, the now 'profound' realisation - something we have been saying since Spring's inception - that the dy/dx on performance marketing will only decay over time - paying Google and Facebook is fine for initial customer adoption but will not help you build a sustainable brand. The consumer today is leading the marketer in this new age world - she is far more knowledgeable on products, much more aware of trends, more clued into global content, more demanding, more discerning. What does all of this mean for new age brands? We need better and more imaginative product content, deeper yet smarter collaboration with creators, innovative and newer ways to build and engage communities, playbooks that are yet to be written on driving visibility and hence the much needed discovery on Q-comm. Phew. Not easy. Yet at Spring, we are more excited and optimistic about building new age brands than ever before. We are learning everyday having the privilege of working with brands from INR 30 lakhs per month of revenue to INR 100 Cr per month of revenue. This is thanks to the width of our portfolio - from mature growth companies that we invest in from our Spring fund and partner with thru our consulting business & the fledgling, brave and imaginative early stage companies that we invest in from our Early Spring fund. We realise that we cannot remain static - we are adding new capabilities to our team - A 'Creator in Residence' to help our founders navigate the befuddling map of content creation, a platform specialist to decipher new age sales paradigms and a product studio to help brands stay ahead of the game. If you are a founder building a brand of tomorrow across early and late stages, hit us up. We would love to partner with you through one of our verticals - Spring fund, Spring Consulting or Early Spring. We have an insatiable desire to learn and we promise to build along with you - as partners who believe in the long term potential of brands being built by Indian founders for Indian consumers. #Yearend #Musings #BrandBuilding #NewAge #Investment #Founders #D2C #Marketing #Creator #Content #Community Spring Marketing Capital Arun Iyer Vineet Gupta Rohan Talati Varun Khullar Kaushik Dasgupta Antara Raychaudhury

Jewellery - especially diamond jewellery - is precious, valuable and premium. We evaluate the sparkle in the diamond, the weight of the piece, the premium feel it exudes. But when we gift it, we dont gift it for those reasons - we gift it for the way the receiver's face lights up when they see the diamond. Diamonds are precious, valuable and premium. But more than all of this, they are an emotion. Spring Marketing Capital for GIVA - I am biased of course - we are proud and happy investors in Giva - but I absolutely loved the emotion captured in these sparse words. #LabGrownDiamonds #Jewellery #Gifting #Campaign #Advertising #Brand #WhatTheHeartWants #Portfolio #Investment #AnushkaSharma Ishendra Agarwal Arun Iyer Vineet Gupta Kaushik Dasgupta Rohan Talati Varun Khullar Antara Raychaudhury

GIVA has long been celebrated for its silver jewellery, but entering the rapidly growing lab-grown diamond category required a new approach. While lab-grown diamonds may not traditionally feel spontaneous, we had to ensure that the brand still reflected its essence of 'what the heart wants.' This sentiment comes to life in the second film of the campaign, told through the lens of gifting. . . . . #SpringRelease #Jewellery #labgrowndiamonds #investment #brand . . . . Raja Ganapathy Arun Iyer Vineet Gupta GIVA Ishendra Agarwal Nikita Prasad

Jewellery has long been synonymous with desire—something to plan for, save for, and wait for. But why should indulgence have to wait? With GIVA , we saw an opportunity to reshape this narrative. By crafting a brand and product experience that celebrates spontaneity and listening to your heart,  Giva makes fulfilling your heart’s desires joyful and seamless. Our latest campaign, anchored in the proposition "What the heart wants," is a manifestation of this promise. . . . . #SpringRelease #investment #jewellery #brand #consumer . . . . Raja Ganapathy Arun Iyer Vineet Gupta GIVA Ishendra Agarwal Nikita Prasad

To build a strong brand recall, it is essential for brands to understand their audience and maintain consistency in their tone. And Wakefit has truly mastered this. Here’s our latest for the brand, in collaboration with Prafull Billore , who look the internet by storm with his “panauti” status. The only thing that helped him turn this tag into an advantage? A good night’s sleep, of course. . . . . #SpringRelease #Sleep #panauti #mbachaiwala #trending #brand . . . . Raja Ganapathy Arun Iyer Vineet Gupta Wakefit Chaitanya Ramalingegowda

It’s that time of the year! Our portfolio company, Niyo Solutions Inc., is making dreams come true with the chance to take a #NiyoTravelBreak. Share your story—tell us why you deserve a break—and if it stands out, the world is yours. Niyo will handle the rest. . . . . #NiyoTravelBreak #Holidayseason #Travel #Brand #Investment . . . . Raja Ganapathy Arun Iyer Vineet Gupta Niyo Solutions Inc. Vinay Bagri Virender Bisht

Thrilled to see one of our portfolio companies Niyo Solutions Inc. top the chart as the best Forex card. Congratulations Vinay Bagri Virender Bisht! Onwards & upwards! Read more here: https://lnkd.in/ds4a2u3Z . . . . #Investment #vc #brand #NiyoWayToTravel #Forex . . . . Raja Ganapathy Arun Iyer Vineet Gupta Niyo Solutions Inc. Vinay Bagri Virender Bisht

“The first step in building fandom is to be genuine... in the past, marketers could control the flow of information, leaving consumers with limited access to the brand. Now, consumers can call out brands on social media, ask questions, and demand accountability for claims made.” Earlier this week, our co-founder Raja Ganapathy shared this among many other insights during a Spotify Hits panel discussion on how consumer-centric strategies are reshaping modern marketing. . . . . #Consumer #Insights #Brands #Socialmedia