Mixed Reality Startup Flam Ropes In Cricketer KL Rahul As Investor

Just days after investing in Bengaluru-based direct-to-consumer fitness brand Boldfit, Indian cricketer KL Rahul has made another investment, now with mixed reality startup Flam.

However, the financial terms of the deal were not disclosed.

The company said in a statement that it aims to lead the next wave of digital fan engagement, redefining the interaction experience with renown celebrities.

Rahul has paced up to strengthen his investment portfolio through his support into high-growth sectors. Previously, Rahul also backed Surat-based men’s apparel brand XYXX, in April 2022.

Weeks before, athleisure wear maker Boldfit roped in Rahul as its investor, when it was planning to expand its footprint and build its presence in the Middle East.

Rahul said, “This is going to change sports fandom forever. It will open up so many creative possibilities for fans to engage with their favourite athletes. The ease with which we can create this content really surprised me. This is going to be a big hit among fans.”

Founded in 2021 by Malhar Patil, Rajat Gupta and Shourya Agarwal, Flam works to engage its audience by offering mixed reality brand experience in minutes through a simple link on social media, websites or even offline channels as QR codes.

The company claims to revolutionise content creation, enabling fans to create personalised, unforgettable experiences with their beloved celebrities. This platform also offers brands the chance to publish their mascots or products as characters to create content with.

“We are thrilled to bridge the gap between the screen and reality, bringing celebrities right into your personal space, said Agarwal, adding, “We envision marketers everywhere using this innovation to engage and captivate audiences across events, concerts, sports, films, and TV shows.”

This new investment comes at the wave of national athletes showing their active interest in Indian startups. 

Recently, Olympian PV Sindhu has backed D2C wellness brand Hoop as well as agritech startup Greenday’s FMCG brand Better Nutrition.

Similarly, Indian supplement brand Supply6 roped in former South African cricketer AB de Villiers as an investor and brand ambassador.

Also, cricketer Virender Sehwag invested in Jaipur-based fintech startup Getepay. While, Indian cricketer Shreyas Iyer invested in healthtech platform Curelo, in April.