Indian cricket sensation KL Rahul has taken one step further into the men’s lifestyle vertical with his recent partnership with Metaman, a label associated with its trendy and reasonably priced products targeting Generation Z consumers. Now, in a bigger development, Rahul has raised his stake in the brand, focusing on a new premium perfume range that is launched on August 30th.
Launched in 2022 as a D2C jewelry brand, Metaman quickly expanded into the men’s lifestyle space. In early 2023, the company acquired high-end jewelry brand Drip Project for $1 million, subsequently rebranding under the Metaman name. This move marked an extension of Metaman’s product line: from jewelry to apparel to now fragrances.
The investment by KL Rahul in the newly rebranded ‘Metaman by Drip Project’ showcased how involved he has become with the brand. According to the co-founder of the company, Harsh Maskara, Rahul has been closely associated with Metaman since the early days and showed immediate interest in expanding the brand into the fragrance market.
The new capital raised from Rahul’s investment would be utilised for launching and marketing the new fragrance line apart from entering new lifestyle product segments and building up Metaman’s retail presence.
Rahul’s interest in health, wellness, sports, and fashion aligns well with Metaman, where he will put his best foot forward. He desires to bring about change in spaces that he is comfortable with, and where he can actually create an impact. With him on board as their brand ambassador, the brand is further likely to connect with its target audience and reinforce its position in the men’s lifestyle market.
But what makes Rahul such a strong force in the startup world? Lately, Rahul has diversified his investment portfolio with a stake in Flam, an AI-driven company. He has also invested in Boldfit, XYXX, Hyugalife, 4Cast, and Players Fund. Rahul is not the only athelete to have diversified his investment portfolio by showing avid interest in startups.Could this be the new trend for athletes and celebrities who want to leave an indelible mark on society outside their professional fields?
