Startup Stardom: When Founders Choose Fame Over Fundamentals

The recent and abrupt shutdown of BluSmart, once hailed as India’s most promising sustainable mobility startup, has sent tremors through the country’s startup ecosystem. While financial mismanagement and operational oversights are being discussed, those close to the matter whisper of something else: a founder distracted by the limelight, more focused on building a personal legacy than solving real-world problems.

This isn’t just a BluSmart problem. It’s a broader, more unsettling trend — one that I’ve been observing more and more closely in my years of covering the startup ecosystem.

At what point did we stop building companies and start building celebrities?

From Founders to Fame Seekers: A Dangerous Drift?

Once, Indian startup founders were known for their hustle, scrappiness, and deep obsession with solving problems. Today, a new crop of entrepreneurs seem just as focused on their public persona as their product-market fit.

Instagram followers are climbing. Media profiles are glowing. Red carpet appearances are becoming routine. Some founders have become brands unto themselves, with PR machinery working overtime to secure podcast features, fashion show invites, influencer collabs, and reality TV gigs. The line between founder and influencer is fading fast.

There is now a distinct class of startup founders who have consciously cultivated the aura of celebrity — often at the cost of transparency, team-building, and long-term thinking. When the spotlight becomes the strategy, the startup often suffers.

A Celebration of Startups… and an Unexpected Glimpse of Stardom

Earlier this month, I had the opportunity to attend Startup Mahakumbh — a landmark initiative led by the government to showcase the strength and diversity of India’s innovation landscape. It was an exceptional event that brought together real, ground-level startups from all across the country, including Tier-2 and Tier-3 regions, giving voice to founders who often remain on the sidelines.

As a journalist, it was refreshing to witness an event rooted in genuine entrepreneurship, where builders from every corner of India came to showcase ideas, seek support, and network with peers. It was a celebration of what the startup ecosystem is truly about — ideas, grit, and impact.

But amid this inspiring backdrop, I encountered a stark contrast.

Two extremely popular founders arrived at the event with heavy security, entourages, and a clear wall between them and the general public. The energy around them was not of admiration for a builder — but of stardom. No selfies, no spontaneous chats, no mingling with the very people the event was meant to empower. It was surreal.

In that moment, I was transported back to my childhood — when I once saw Salman Khan shooting on the streets of Delhi and the crowd had to be physically restrained. That same level of frenzy and unapproachability was playing out — only now, the person wasn’t a movie star. It was a startup founder.

It left me wondering — since when did founders need bouncers?

The PR Playbook: Crafting Celebrity Founders

Over the years, I’ve interacted with many PR professionals and communications agencies that work closely with unicorns and high-growth startups. A recurring trend they confirm — often off the record — is the rising demand to “elevate the founder” as the face and brand of the company.

And it’s not just about thought leadership or storytelling anymore. The brief increasingly includes:

“Make the founder a celebrity. Get them in fashion shoots. Secure influencer-style appearances. Push lifestyle content.”

It’s a deliberate shift from company-first communication to founder-first branding — from “look at what we’re building” to “look at who’s building it.”

This shift has implications. Teams start working more on building a persona than solving problems. Success becomes defined by public visibility, not internal growth. And in some cases, startups begin to function like vanity vehicles rather than mission-driven ventures.

The Celebrity Paradox: Is This Good or Bad?

The rise of founder-fame isn’t all bad. In fact, there are some real advantages.

The Upside:

• Inspiration: Charismatic founders can motivate a new generation of entrepreneurs.

• Investor appeal: Publicly known founders can help attract funding and forge partnerships.

• Media power: Personal brands can humanize companies, offering relatability and recall.

But these gains are only sustainable if the fundamentals are strong. When image begins to outpace impact, the structure weakens.

The Downside:

• Distraction from the core mission.

• Erosion of team morale, especially when employees feel overshadowed or ignored.

• Risk of disillusionment among customers and investors if the public narrative fails to match on-ground reality.

When startups are celebrated too early, before they’re stable or profitable, the pressure to "perform" publicly can derail long-term goals. And when the face of the company fails, the entire brand is often dragged down with it — a phenomenon we’ve seen repeat itself globally.

What Are We Really Building?

The BluSmart controversy should serve as more than just a footnote in India’s startup history. It should be a moment of reflection.

Are we rewarding vision and value? Or are we getting caught in the glitz?

Founders, especially in a country like India, have the power to inspire real change. But with that power comes responsibility. The responsibility to build, to lead, to stay grounded.

Let’s not confuse likes with loyalty. Let’s not equate Instagram clout with impact. And let’s certainly not forget that behind every founder’s fame, there are hundreds of employees, customers, and stakeholders — trusting them to stay focused, stay hungry, and stay real.

India doesn’t need more startup celebrities.
It needs more startup builders.

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the official position of the publication or its affiliates. The intention is to foster healthy dialogue within the startup ecosystem.