Amazon MX Player has launched ‘Bharat Ke Super Founders’, an entrepreneurial reality show that brings real capital and real conversations to India’s startup ecosystem. Backed by a `100 crore investment pool, the show features investors including Dr. A. Velumani of Thyrocare, Nitish Mittersain of Nazara Technologies, Shanti Mohan of LetsVenture & Trica, Dr. Aarti Gupta of Anikarth Ventures, Aditya Singh of All In Capital, and Ankur Mittal of Physis Capital. At the launch event, IMPACT spoke to host and mentor Suniel Shetty and investor Dr. A. Velumani about building businesses rooted in discipline, clarity, and long-term impact.
Q] India has seen a rise in entrepreneur-led shows. Why do you think this format is gaining importance now, and what made you want to be part of this format?
People say there are many entrepreneur-led shows; I believe there are hardly any. India is a huge country—the largest democracy in the world—and it needs dozens of such programs. If there’s already one, we are the second, and we believe we will be different. Whether we are better or not, the audience will decide, but we are different. We did this without looking at how others have done it. It’s unscripted, impromptu, and based on direct interaction with entrepreneurs we haven’t seen before. That’s where the originality and uniqueness come from. In the beginning, even I didn’t fully know what it was going to become, but over the past month we’ve realised that we have the right ingredients - for the Aam Aadmi, HNIs, and the youth - to transparently see what can be done in business.
Q] Was there any clear market gap or consumer insight that made you feel this show was needed?
A business needs an idea, an entrepreneur, a team, scale, and demand, it’s not just somebody and some money; it’s a complete interplay. The show reflects this range, from tycoons to founders from small villages and metro cities, with a mix of equity, debt, and grants. Some have just started, some have five to seven years of experience, every variety is there. Whether we keep this mix or evolve over time is a team call, but as investors, mentors, and hosts, we will continue to bring clarity to the common man and the youth that you too can do business with a good idea and the right backing.
Q] When an idea sounds strong, what, in your view, separates a ‘fundable idea’ from a ‘buildable business’?
Young people get a lot of ideas, but not all ideas work, often because they are not addressing real market needs. Identifying that need requires intelligence; otherwise, you end up pushing a product into the market with high customer acquisition costs, sometimes even higher than turnover. If it’s not working, ego cannot come in. You have to “Review, Reset, and Restart.” That’s what we advise.
Q] What kind of patterns do you look for in pitches: speed or affordability, or other factors that influence you?
We are almost a dozen tycoons on the show, and all of us have different philosophies. Some look at luxury products, some at middle-class consumables, and some at what the poor will buy. As an individual investor, I look at three things. First, if someone has set up a company or workplace in a village, I consider that worth investing in. Second, if the per-crore job creation is higher, I put my money there. And third, if women employees are in the majority, I invest there. These are the three criteria I have made up my mind on. Whatever fits my philosophy, I invest in it.
Q] In a digital-first landscape, how do you balance digital and traditional marketing at Thyrocare, and what advice would you give new founders?
The category I operate in is chronic healthcare. In our business, once a patient comes in, they often remain a lifelong patient, which means I don’t need to over-invest in customer acquisition or rely excessively on digital marketing. However, to remain visible and relevant, we do spend a certain amount, but not with growth as the objective. My advice is simple: if the product is selling, don’t waste money on digital. If growth is challenging, experiment with digital, and if it works, stay focused on it. If it doesn’t, operate without it. And if that still doesn’t work, Reset, Restart, and Go Ahead.
Q] Failure still carries a stigma for entrepreneurs and startups. What advice would you give new founders who are hesitant to take the plunge?
‘If you are scared, don’t get into business’. Business is not an easy game. But the punchline is simple: pain is never the problem; the fear of pain is. You will fall, maybe once or twice, and make mistakes, but that’s how learning happens. No one enters business after learning everything. So get out, the road is yours. Experiment, try, learn, fall, learn again, and run. Learn first, learn fast, and keep moving forward.
Q] As a category pioneer built on accessibility, do you advise new founders today to prioritise price management or premiumisation?
I don’t invest in companies that are overpriced. I keep asking - ‘Do you really need this price?’ Many believe that selling cheaper means lower quality, which is a wrong conclusion. People, ofcourse, are price sensitive. There are only two ways to do business: for the same price, give better quality; or for the same quality, give a lower price. There is no third way. I say this very bluntly to entrepreneurs. Some may feel hurt, but they later realise they are not growing because they are overpriced.
Q] Looking ahead, through the show, what different mindset do you want to bring among new founders?
I don’t want the new founders to get into business too early. According to me, if you haven’t reached a certain level by the age of 25, you should not get into business. First, work for ten years in a company that functions in the same sector you aspire to work in. Start at a `3 lakh CTC and get to `50 lakh CTC. That means you have built that company and know how to build companies. Now, you can build your own company. This is my advice.
Q] Why do you think this show brings something different, and what made you want to be a part of it?
India has seen many entrepreneur shows, but with 1.4–1.5 billion people, India needs many more platforms that bring out investors and support entrepreneurs. That’s why I’m glad to be part of this show. I joined because it is genuinely different in its content. We are not just talking about founders or investors, and it is not only about a great idea and funding. It is about creating an entire ecosystem built on mentorship. We don’t just give money, there is real capital, equity, debt, and even grants. Dr. A. Velumani has given grants to a few companies without taking equity. The intent is to build a successful group of founders, and for us, success would be seeing many of them reach important milestones by season two. It’s about creating an ecosystem, not just a show.
Q] Drawing from your experience of building and working with multiple brands, what advice do you have for new founders?
From my experience, discipline is critical. Founders need clarity on the problem they are solving, the scope for scalability, and whether they are reaching the right audience. After angel investors like friends and family, they also choose the right investors, someone who can guide them through the journey. And they should not believe in cash burn.
Q] India’s entrepreneurial ecosystem has evolved, but failure is still stigmatised. How do you think this show will help normalise that and encourage people to start their businesses?
For me, this was like a business school, seven days that completely changed my mindset about founders and investors. The show teaches you how to prepare for pitching to investors, sharpens your focus, brings clarity on the core of business, and shows how to grow a business. It’s like a step-by-step school to success.
Q] Beyond wellness, are there other categories you are engaging with, either through investments or endorsements—and what guides those choices?
I have recently invested in an e-cycle company called ExelMoto, founded by Akshai Varde. He is disciplined, passionate, understands his product and market needs, and sees how cycles can transform mobility and the ecosystem, it’s a green and impactful business. Through the show, I’ve also met several young founders who are exciting to be involved with. As for endorsements, I’m currently focused on health with Agewell Ayurvedic supplements. I’m careful about the brands I associate with, choosing those that are conscious about their product, impact, and intent.
Q] Coming from a world where success is loud and public, how did that journey prepare you for the quieter realities of entrepreneurship?
It doesn’t matter if success is loud, as long as there is growth and the reason behind doing business is to create impact. For me, it is never just about the idea or the presentation; it is about the people and the impact they create. That is very important. At the same time, platforms like this give founders the visibility they need. That is why the idea is to hold the hands of founders who are willing to grow and grow fast, and make sure they get the visibility they deserve in season two, to show the world why this show is different from others on various platforms.
Q] As the show progresses, what success metrics will you look at, and what kind of mindset change are you aiming to bring through it?
Of course, the entire system of distribution, the system of putting ESOPs in place, and the system of putting SOPs in place, this is the knowledge the entire team wants to give. The idea is to make sure there is steady growth, a steady infusion of funds, and a clear end result.
