Indian cricketer KL Rahul has taken his association with the men’s lifestyle brand Metaman to the next level by investing in a new range of premium perfumes. The company, which announced this development in a press release on Tuesday, also revealed that Rahul has been named the brand ambassador for the upcoming fragrance line, set to launch on August 30.
While the financial specifics of the investment have not been disclosed, the funds raised will be directed towards the launch and marketing of the new perfume range under the brand’s banner. “KL Rahul has put an undisclosed investment in the premium perfume range of ‘Drip Project,’ which has been rebranded as ‘Metaman’,” the official press release stated.
Metaman, which was founded in 2022, acquired Drip Project in 2023 as part of its strategy to offer affordable, high-quality products to Generation Z, those born between 1997 and 2012.
Commenting on his involvement with the project, Rahul said, “I’ve chosen to enter spaces where I feel comfortable and where I can genuinely contribute, rather than just being the face or an ambassador. Areas of health, wellness, sports, and fashion have always interested me.”
Harsh Maskara, the co-founder of ‘Metaman by Drip Project,’ highlighted Rahul’s long-standing connection with the brand. “When I introduced the idea of expanding The Drip Project into the fragrance market and re-launching Metaman, he (Rahul) showed immediate interest,” Maskara shared.
Celebrities Expanding Investment Horizons
KL Rahul’s recent investment in Metaman is part of a broader trend among celebrities diversifying their investment portfolios by venturing into the startup ecosystem. Rahul has also recently acquired a stake in Flam, an AI-driven company, in addition to his investments in wellness and lifestyle brands like Boldfit, XYXX, Hyugalife, 4Cast, and Players Fund.
Other sports personalities have similarly shown a keen interest in startups. In July, Olympian badminton player PV Sindhu announced her investment in the wellness brand ‘hoop’. Celebrity couple Virat Kohli and Anushka Sharma have also invested in Bengaluru-based startup Digit Insurance, which recently went public.
Additionally, cricket legend Sachin Tendulkar holds a stake in the ed-tech company Unacademy and the sports and entertainment company Smaaash. Olympian Neeraj Chopra has invested in a regional language streaming platform named Stage.
The new premium perfume range from Metaman, bolstered by Rahul’s investment and brand ambassadorship, is expected to make a significant impact in the market, especially among younger consumers. The launch on August 30 will mark a significant milestone in Metaman’s expansion into the fragrance industry.