Shantanu Deshpande, founder and CEO of Bombay Shaving Company (BSC), has stirred considerable debate with his strong critique of influencer-led startups. In a post shared on LinkedIn, Deshpande expressed that influencers are poorly suited to be startup founders due to their inclination towards that Influencers chase instant fame and short-term validation. He argued that influencers are driven by views, engagement, and social media metrics, which distract from the long-term vision needed to build meaningful businesses. Deshpande also critiqued popular celebrity entrepreneurs like Logan Paul and Kylie Jenner for inflating brand value without adding substantive business growth. He highlighted that the future of influencer-driven businesses will face challenges, particularly from emerging markets like China. His post has sparked mixed reactions, with some agreeing and others questioning his perspective. Deshpande suggested that influencers looking to build businesses must work with experienced operators to ensure sustainable growth.
1. Introduction to Bombay Shaving Company (BSC)
Bombay Shaving Company (BSC) is an Indian grooming startup that focuses on personal care products for men. Founded by Shantanu Deshpande in 2015, the company aims to offer high-quality shaving essentials and grooming kits tailored to the needs of modern Indian men. The company offers a range of products including razors, shaving creams, beard care products, and skincare solutions. The brand has been a pioneer in redefining men’s grooming habits in India and establishing itself as a trusted brand among Indian consumers.
BSC’s revenue model primarily revolves around direct-to-consumer sales via its online platform, along with strategic partnerships with e-commerce giants like Amazon and Flipkart. The brand has successfully raised funding from several investors, including prominent venture capital firms, enabling it to expand its product range and grow its customer base. Deshpande’s leadership and vision have been crucial to BSC’s success, with the company positioning itself as a key player in India’s grooming and wellness sector.
2. Shantanu Deshpande’s Critique of Influencers as Founders
In his LinkedIn post, Deshpande made a strong statement: “Influencers chase instant fame, not longevity.” He emphasized that influencers are motivated by short-term metrics, such as views, likes, and social media engagement, which leads them to focus on quick wins rather than long-term business goals. This type of instant gratification can be detrimental when it comes to building sustainable businesses.
2.1 Dependence on Social Media Metrics Deshpande pointed out that influencers’ constant dependence on social media metrics makes them slaves to platforms they do not control. Unlike traditional entrepreneurs who build their own distribution channels over time, influencers rely on platforms like Instagram, YouTube, and TikTok for growth. This makes their business models inherently vulnerable to algorithm changes, platform policies, or market shifts.
2.2 Long-Term Vision for Business Growth In contrast, Deshpande emphasized that true entrepreneurs understand that building a meaningful business requires patience and perseverance. “Good founders know this is a game of decades,” he noted. Building a brand is not about chasing immediate engagement or viral moments but about creating lasting value, which comes with consistent efforts, smart decisions, and sometimes painful sacrifices.
2.3 The Influence of Western Celebrity Entrepreneurs Deshpande also criticized global celebrity entrepreneurs like Logan Paul and Kylie Jenner, labeling them as “aberrations” in the entrepreneurial world. He argued that these figures inflate their business values through media hype, without contributing substantial business growth or adding real value. Deshpande argues that they build their success on inflated brand perception rather than real business fundamentals, which misleads aspiring entrepreneurs who might try to follow their path.
3. Challenges Faced by Influencer-Driven Businesses
Deshpande warned that influencer-driven business models would eventually face harsh competition, particularly from emerging market giants like China. He pointed out that sustainable businesses require deep-rooted operational excellence, product development, and long-term vision—all of which are often missing from influencer-led ventures. As the market evolves, these businesses may struggle to adapt to shifting consumer behaviors or geopolitical challenges.
3.1 The Risk of Overvaluation Deshpande also raised concerns about the overvaluation of influencer-led startups. He cited instances where businesses backed by influencers were heavily overvalued due to media hype and celebrity endorsement. These inflated valuations can distort market expectations and mislead investors about the long-term viability of such businesses.
3.2 The Problem with Quick Gains Many influencer-led businesses experience an initial surge in sales driven by their social media following. However, these quick wins are often unsustainable, as the growth is primarily driven by short-lived social trends rather than foundational business principles. Deshpande highlighted that influencers, while skilled at generating buzz, often lack the operational expertise to sustain a business beyond the initial hype.
4. Building Sustainable Businesses: A Call to Action for Influencers
While Deshpande’s critique of influencer-led businesses may seem harsh, he did not entirely shut the door on influencers who wish to build genuine companies. His advice to such individuals is clear: “Find operators, structure equity that reflects fair value added, and see if that works.” He suggests that influencers who are serious about entrepreneurship should collaborate with experienced operators who can help translate their vision into a sustainable business model.
4.1 The Role of Operators Deshpande recommended that influencers partner with seasoned professionals who understand the intricacies of running a business. By structuring their ventures with fair equity distribution, influencers can ensure that they are not just riding the wave of fame but actively contributing to the company’s growth.
4.2 The Importance of Patience Deshpande stressed that building a successful business requires more than just a flashy social media presence. Patience, discipline, and a long-term strategy are essential. Influencers who wish to transcend their online popularity and establish themselves as entrepreneurs must be ready for the long haul.
5. Industry Trends and Insights
The rise of influencer-led startups has become a significant trend in recent years, especially in markets like India, where social media influencers command large audiences. However, as Deshpande pointed out, the path to sustainable success is not as easy as it may seem. Influencers chase instant fame and Influencers who have enjoyed fame on social media must realize that transitioning into entrepreneurship requires a shift in mindset—from seeking likes and shares to creating value and operational efficiency.
5.1 The Growth of India’s Influencer Ecosystem India’s influencer market has grown exponentially in recent years. With platforms like Instagram and YouTube becoming integral parts of daily life, influencers have gained unprecedented access to vast audiences. As a result, many influencers have ventured into product-based businesses, ranging from cosmetics to fashion and even tech. However, while these ventures may see early success, as Deshpande warned, they often struggle to scale without a strong operational foundation.
5.2 The Future of Influencer-Led Businesses The future of influencer-led businesses is uncertain, particularly as market dynamics shift. As Deshpande pointed out, businesses that rely on platforms like Instagram and TikTok are vulnerable to changing algorithms or regulations. To succeed, influencer-led ventures must adopt sustainable business models, invest in operational excellence, and focus on long-term value creation.
6. Learning for Startups and Entrepreneurs
- Focus on Long-Term Goals: As Deshpande emphasized, building a meaningful business requires a focus on long-term goals rather than short-term social media trends. Entrepreneurs should be prepared to endure years of hard work and perseverance.
- Collaborate with Experts: Influencers and entrepreneurs alike should consider teaming up with experienced professionals who can help them navigate the complexities of running a business. This partnership can provide the expertise needed for sustainable growth.
- Understand Market Dynamics: Entrepreneurs must stay informed about emerging market trends and shifting consumer preferences. This will allow them to adapt their business models and remain competitive in a rapidly evolving marketplace.
Conclusion: The Growing Influence of Social Media on Business
Deshpande’s critique of influencer-led startups highlights a key issue in today’s entrepreneurial ecosystem—while social media fame can provide a platform for business success, it is not a substitute for building a sustainable business. Influencers chase instant fame, not longevity, and this focus on short-term gratification can ultimately hinder their ability to build lasting companies. As the market matures, influencers must adapt by partnering with experienced operators and focusing on long-term growth strategies.
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