Ankur Khaitan: What VCs Actually Look for in Omni Consumer Brands
Ankur Khaitan: What VCs Actually Look for in Omni Consumer Brands
Ankur Khaitan: What VCs Actually Look for in Omni Consumer Brands
India's retail market is a $1 trillion opportunity today, projected to reach $2 trillion by 2030. Ankur Khaitan's job is to work out which brands will actually capture it.
Ankur is a Principal at Fireside Ventures, the Bengaluru-based early-stage fund focused exclusively on consumer brands, where he leads consumer health investing. Fireside's portfolio reads like a map of modern Indian consumer, boAt, Mamaearth, Yoga Bar, Bombay Shaving Company, Vahdam Teas, Slurrp Farm, Neeman's, SuperBottoms, and Gynoveda among many others. Ankur also hosts Whose Brand Is It Anyway, Fireside's founder conversation series.
Background – education and career
Ankur has over 15 years of experience investing in and scaling consumer brands, with a focus on value creation through brand building and digital initiatives. Before Fireside, he was part of the consumer markets leadership team at KPMG, working closely with CXOs across consumer tech, CPG, fashion, and consumer healthcare on accelerated growth for promoter-driven and PE-backed companies. He holds a PGDBM from MDI Gurgaon and a BE from MVIT Bangalore, and is a CFA Level 3 candidate.
Background – education and career
Ankur has over 15 years of experience investing in and scaling consumer brands, with a focus on value creation through brand building and digital initiatives. Before Fireside, he was part of the consumer markets leadership team at KPMG, working closely with CXOs across consumer tech, CPG, fashion, and consumer healthcare on accelerated growth for promoter-driven and PE-backed companies. He holds a PGDBM from MDI Gurgaon and a BE from MVIT Bangalore, and is a CFA Level 3 candidate.
3 key takeaways from the episode
The winners will not be the ones spending most on Meta. Ankur makes the case that distribution discipline and repeat behaviour matter more than acquisition firepower.
Consumer health is a distinct investing thesis. It behaves differently from beauty or food, with longer trust cycles and different retention dynamics.
Responsible brand building is becoming a commercial advantage. Fireside's "Value of Good" framing is less about ESG optics and more about what makes brands durable.
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