What do Zerodha co-founder Nikhil Kamith, Cred founder Kunal Shah, and Zomato founder Deepinder Goyal have in common? He is part of a growing tribe of content creators turned content creators.
“Nikhil Kamath is clearly the best candidate here,” said Viraj Kamath, co-founder and CEO of Monk Entertainment, a talent management and influencer marketing company. Sheth said.
The co-founder of Zerodha, True Beacon and Gruhas launched the “WTF Is” podcast last March, inviting friends and subject matter experts to talk about everything from social media, technology and gaming to the environment and fitness. We were discussing topics. Guests included brother and co-founder Nithin Kamath, Biocon founder Kiran Mazumdar Shaw, Cult.fit CEO Mukesh Bansal, actors Tara Sutaria and Bhumi Pednekar, and YouTuber This includes Tanmay Bhatt.
“I frequently host gatherings and try to bring together people from different backgrounds. The quality of the conversations was so high that I felt I needed to share them with a wider audience,” Kamath said. , spoke to FE about why he started the podcast WTF Is. “The podcast is the same setup that I have with my friends every weekend. The only difference is there’s a camera in the room,” he said.
“The podcast itself is a mini-MBA program, with each episode giving you a bird’s-eye view of the industry,” the entrepreneur added.
Regarding the chosen theme, Mr. Kamath said: We focus on delivering high-quality content that is shot only once a month and ensures access to knowledge and actionable insights. ”
His latest episode on climate change announced the WTF Fund to fight climate change. “We are focused on initiatives that will have a long-term impact on the three cities of Bangalore, Mumbai and Delhi,” he commented.
Kamith as well as Shah’s CRED Curious, Zomato founder Goyal’s Breaking Bread, Bombay Shaving Company founder and CEO Shantanu Deshpande’s The Barbershop with Shantanu, The Glitch co-founder Varun Duggirala’s Take aPause and many others. The founder also has a podcast. The topics discussed in these podcasts are wide-ranging, and as shown by social media numbers, audiences have responded positively to them.
“Founders actually have the lived experience and depth to build content that is relevant to the industry they cater to. Unlike influencers, they simply try to get brand deals to sustain their careers. They already have a major revenue stream and are using content to build an audience to sell the products/services they offer,” said Sheth. Masu.
In addition to that, “Founders’ content clicks when it resonates with their audience’s aspirations and challenges. Authentic storytelling, a focus on value-driven content, and interactive engagement such as Q&A sessions drive viewership.” ” says Chirag Jain, co-founder of influencer marketing company SocialTag.
While podcasts remain popular, the founders are also exploring other mediums, from X and LinkedIn posts to YouTube videos and Instagram Reels.
After making quite a splash on TV, former Shark Tank judge and Bharatpe MD Ashnia Grover is also doing the same with Reels on Instagram. Speaking about his plunge into the world of content creation during an interaction at the Institute of Management Technology, Ghaziabad last year, he said: Please show me already. People are consuming me more on social media than they are consuming me on TV. ” In response to a student’s question, Mr. Glover said frankly: “If I’m making a reel, why are you watching?” Anyone can make a reel, but the question is whose reel is being watched. Yes, I’m an influencer. I like to get involved in everything and cause chaos. ”
While Glover talked about the money that influencers bring in, Kamath takes a different approach. “We never monetize the content on our podcast, collaborate with brands, or run ads. We are committed to providing good information for free, with no strings attached. “We have done so and will continue to do so. But if a brand shares our values, we may also collaborate with a charity,” he told FE. Similarly, in a post to X last August, he wrote: Please do not send spam emails. If I ever share a brand in the future, it will be out of pure love, not money. ”
Kamath remains “apathetic,” but not all entrepreneurs are. Jani Kamiya is the founder of Kali Tales, a food and travel discovery platform where he boasts over 776,000 followers on Instagram. Not only does he regularly share travel and food-related content, he also collaborates with brands such as Dove, Aashirvad Wellness, Bgauss, and Coca-Cola.
“Brands across a variety of sectors, especially finance, infotainment, and entrepreneurship, are working with founders and content creators. Brands looking for credibility and industry expertise can engage with founders and content creators. It’s highly sexual,” Jain said. As for how much these brand deals can bring in, he said, “The numbers can range from $1,000 to $10,000 or more, depending on factors such as reach, engagement and industry relevance.” “Founders tend to choose very high amounts,” he added. There are few carefully selected brand collaborations that resonate with their values. ”
While founders continue to be particular about the brands they work with, Sheth said why more founders are becoming content creators: “They’re realizing the importance of personal branding.” “Speaking out about architecture in public can have a negative impact on your core business. People in the industry will flock to your account, which not only helps increase sales, but can also help expand your hiring pool for founders. is also helpful,” he added.
Jain further added, “This trend is primarily driven by the audience’s desire for authenticity and a learning mindset. Founders who share authentic experiences and knowledge create connections. With the democratization of content creation platforms, , founders can engage directly with their audience and foster a sense of community.”
