Karisma Kapoor turns entrepenuer: Invests in online baby products store

More and more celebrities are recognizing the potential of e commerce and putting their money in such ventures. The latest to join the list is Karisma Kapoor who has made an investment in a e commerce store Babyoye.com that sells baby products. BabyOye.com was founded in May 2010 by Sanjay Nadkarni and Arunima Singhdeo. The store sells more than 13,000 Indian and imported baby products online. It has tied up with over 120 brands like Johnson & Johnson, Hauck, Graco, Medela, Avent, Chicco, Fisherprice, Farlin, Pampers and Huggies among others.

Karisma first came across the site as a customer. She had a number of suggestions to offer and the Co-Founder and Director Arunima Singhdeo offered her to come on board as a partner. Says Arunima, "Karisma had so many amazing suggestions on what we could do, I began to see her as a partner and asked her if she wanted to come on board. I said we don't want this to be a brand ambassador relationship but much more. I am thrilled she agreed. This is definitely a first in India and Indian e-commerce". Regarding her decision, Karisma said, "When I was asked if I would like to invest in Babyoye, I instinctively said yes. I am an actor, not a businesswoman but it is not really a business decision. I am investing as a parent who has discovered a wonderful service and wishes to share it with fellow parents. So yes, I have put in my time and my money but most importantly, I'm putting my heart into it. Babyoye delivers to 500 cities in India. It is a boon for babies and parents alike. I want to share this with every young mother. I really believe in Babyoye's vision of giving babies the right start in life."

E-commerce investments seem to be fast gaining the confidence of a number of Bollywood celebrities. Recently, Bollywood actress Neha Dhupia announced to invest in the lingerie and shoes segment. Shilpa Shetty has invested in a group home buying site that offers deals on real estate and home loans. Bollywood actors Ajay Devgan and Sanjay Dutt are shareholders of an e-ticketing and entertainment website called ticketplease.com. Actor-producer Sohail Khan has partnered with Vatsal Seth to set up Celebwears.com. Websites selling fashoin accessories like tshirts, watches, sunglasses and original film merchandise are fast catching up with the youth.

This popularity of Salman Khan's Being Human tshirts, for which he also has an online shop is a case in point.

Not just Bollywood, even cricketers are actively investing in e-commerce with Zaheer Khan launching his own line of fashion apparel via a luxury e-commerce website Sher Singh. Yuvraj Singh announced an investment in Exclusively.com. This trend clearly indicates that the stage is now set for e-commerce to finally rise and become the dominant consumer preference in India.