From Reels to Retail: India’s influencers turning as next startup founders

They started with trending audio, viral filters and loyal digital fandoms. Now, India’s top social media influencers are trading in their ring lights for retail shelves, owning brands in beauty, fashion, and beyond.

Creators like Kusha Kapila, Nitibha Kaul, Neetu Bisht and Sunny Chopra are trying their hand at entrepreneurship and perhaps competing with popular Bollywood celebrities like Katrina Kaif and Kriti Sanon.

While Kapila has launched a shapewear brand called Underneat and Nitibha Kaul introduced skincare products under AltK Beauty, Neetu…