The power jodi of Virat Kohli and Anushka Sharma is always in the news. Recently, a video of Anushka’s reaction to Kohli’s achievement of becoming the first cricket player in the world to score 50 centuries in ODIs went viral. However, this isn’t the only reason they have been in the public eye recently.
Last month, this enterprising celebrity couple announced their decision to launch a new business venture called Nisarga, to organise events and unique experiences through new platforms and intellectual properties (IPs).
The first event they propose to organise under this brand name is in collaboration with specialist motorsports and entertainment events company, Elite Octane. Some would say this is quite an unusual choice for this cricketer-actor duo. Yet they are just one of many celebrities who have understood the value of being in business together.
Beyonce and Jay-Z, Michelle and Barack Obama, Gauri and Shah Rukh Khan, Twinkle Khanna and Akshay Kumar, Riteish and Genelia Deshmukh… What do all these celeb power couples have in common? The fact that they have successfully mixed their personal and professional lives. Sometimes, it pays to bring work home.
“I think it’s a great idea for celebrity couples to enter business ventures together,” says Shaan Khanna, founder of networking platform, Networking Now India. “Why shouldn’t they? If both individuals bring different strengths to the table, it’s a perfect way to explore and work together to create something new and unique. I’m a fan of celebrity couples that work with each other.”
Viraj Kapur, co-founder of Salt Oral Care and Mano Rama Pictures feels that exploring offbeat ventures is a great way to stretch one’s creative muscle. And by doing it as a couple, there is greater chance of success. He says, “It’s great to explore new avenues. You stunt your personal and professional growth if you limit yourself. You could be an actor changing lives through your craft one day and the next day you could be working on a delivery service that brings groceries within minutes to your doorstep.”
I feel everybody is entitled to do what makes them happy. Why restrict themselves to just one profession? The advantage of celebrity couples working together is their innate understanding of each other’s strengths and weaknesses. This allows one partner to take the lead in a role they are better suited for. Further it’s easier to trust someone you are already in a relationship with.”
Business partnerships aren’t always easy
These observations certainly ring true, but a successful personal partnership doesn’t always guarantee a successful business pairing. What are the qualities needed for that to happen? Kapur feels, “Believing in each other’s vison and striking a balance in the assigned roles for the business to grow is of utmost importance.” Jaya Mehrotra, leadership and executive coach at Women Leadership Circle says, “I believe the lines of communication have to be transparent. Expectations also must be clearly laid out before the venture is taken live. One should also know where to draw the line and not bring squabbles from office to home and vice versa. It’s also crucial to maintain emotional intimacy.”
In the same breath, however, she cautions, “Whether celebrity or not, one must maintain roles in a compartmentalised fashion. For example, if the husband is looking at the finances, the wife can handle PR and marketing or sales. One must treat the venture with the same delicacy and transparency with which you treat your marriage, leaning into each other for support, with a non-judgemental approach and keeping mutual faith and trust in mind.”
Partnership marketing
Ultimately, success in a business venture is only determined by whether the product or service adds real value to the world. The only advantage of a celebrity couple launching a business together is that their public presence offers a boost to initial sales and marketing by offering greater brand visibility.
One wonders if there are potential problems that could occur in celebrity business partnerships. Mehrotra feels that the pressure to succeed in the case of celebrities is greater. They are also subjected to greater scrutiny than regular people. “But this is something that celebrities are prepared to face, having seen this side of showbiz in their careers too,” she adds. Khanna however, cautions that serious problems may crop up if there is ever a break-up or a rift in the relationship.
Kapur feels the problems remain the same whether the couple in question are celebrities or not. He shares, “The most common misconception that exists is that celebrity couples and regular couples have different problems. But they actually don’t. If their relationship is based on unconditional love and respect, celebrity couples would face the same problems as any other couple. Ultimately, we are all human beings, we have the same issues, only the intensity of those problems may vary.”
It’s a great idea for celebrity couples to enter business ventures together. Why shouldn’t they? If both can bring different strengths to the table, it’s a perfect way to explore and create something new and unique — Shaan Khanna, Founder, Networking Now India
It’s great to explore new avenues. You stunt your personal and professional growth if you limit yourself. You could be an actor changing lives through craft and the next day you could be working on a delivery service that brings groceries within minutes to your doorstep
— Viraj Kapur, co-founder of Salt Oral Care and Mano Rama Pictures
