Aman Gupta's OFF/BEAT banks Rs 100 cr from Bessemer, teases market with fake-product stunt
A month after launch, OFF/BEAT — the second act from boAt co-founder Aman Gupta — closed Rs 100 crore from Bessemer Venture Partners. The brand is running a satirical teaser site of mock products to build curiosity while its actual category stays under wraps, a playbook-style pre-launch marketing push aimed at India's attention-starved DTC consumer.
What happened
Aman Gupta's new venture OFF/BEAT raised Rs 100 crore from Bessemer within a month of launch, then ran a teaser website with satirical fake products to build
Key facts
- Rs 100 crore
- 14,000 units
- 4.5 stars
Why this matters
OFF/BEAT's satirical teaser and outsized seed suggest a new DTC consolidator is being built in plain sight, worth tracking for category disclosure to assess overlap and partnership angles before the actual launch locks in positioning.