12 Flags

The 12 Flags Group aims to become the leading consumer investment platform in India. As a first step, we are launching the 12 Flags India Consumer Fund in 2023.

The consumer fund will focus on the most promising, early growth businesses in India that we believe we can scale to deliver superior returns. We believe some of these businesses can also go on to become platforms for future growth via category expansion and M & A.

Our team has a proven track record of creating categories and brands across the globe.

Our core purpose is to be the best partner for the next generation of consumer businesses.

• India First: Building categories and brands designed for the Indian consumer versus being replicas of western models.
• Patient, Longterm Capital: To help Indian start ups think longer term and do the right thing, even if it is detrimental to short term profits.
• Building a “Good” company: To encourage management teams to do build transparency, good governance and right values that create value for ALL stakeholders.

Our Principles

• Best Partner: Invest in companies where we will be the best partner.
• Values: The values of our firm are responsibility, ownership, entrepreneurship, innovation and partnership.
• Governance Principles: Our firm’s governance principles are based on trust, mutuality and transparency.
• Principal Investor: We aim to become the principal investor in our best portfolio companies over time.