## AntiNorm Secures Major Seed Funding

New Delhi-based **D2C beauty brand AntiNorm** has successfully raised **INR 28 crore (approximately $3.4 million)** in a seed funding round. The investment was led by **Fireside Ventures**, with participation from existing investors **V3 Ventures** and **Rukam Capital**, both of which increased their earlier commitments.

## Strategic Use of Fresh Capital

With this fresh infusion of funds, AntiNorm plans to deploy the capital across several key areas:

- **Expanding digital and offline distribution platforms** to reach more consumers
- **Strengthening research and development capabilities** for innovative product formulations
- **Scaling direct-to-consumer operations** to enhance customer experience
- **Hiring key talent** across product development, growth, internal R&D, and operations
- **Supporting working capital needs** to maintain inventory of fast-moving products

## The AntiNorm Vision

Founded in 2024 by **Aparna Saxena**, AntiNorm focuses on creating **high-performance, multifunctional beauty and personal care products** designed specifically to simplify daily routines for working Indian women. The brand's mission is to provide effective solutions that save time without compromising on quality.

**Initial product lineup includes:**
- A dry shampoo
- An all-in-one hair cream
- A lip treatment

These products are positioned as **alternatives to multi-step beauty regimes**, offering convenience and efficiency for busy professionals.

## Founder's Perspective

Aparna Saxena shared her vision: "At AntiNorm, our goal has always been to **simplify beauty for women who want results without pressure**. The early consumer response has reinforced our belief that there is room for **functional innovation in everyday beauty**."

## Market Traction and Future Plans

Since its launch, the startup has reported **encouraging early traction**, with rising demand across channels and **double-digit repeat purchase rates month-on-month**. This indicates strong customer loyalty and product satisfaction.

Looking ahead, AntiNorm plans to introduce **up to seven new products over the coming year** across beauty, personal care, and hybrid categories. The focus will be on developing **climate-suited and multitasking formulations** that address specific needs of Indian consumers.

## Competitive Landscape

The Indian beauty and personal care market has seen **growing interest in D2C brands** that address convenience and performance. AntiNorm enters a competitive space that includes established players such as **Mamaearth, Minimalist, Plum, Sugar Cosmetics, and WOW Skin Science**.

This funding round positions AntiNorm to accelerate its growth and innovation in a market that continues to evolve with changing consumer preferences toward **simplified, effective beauty solutions**.

With the fresh funds, the brand aims to accelerate platform expansion, R&D, key talent hiring, and working capital for high-velocity SKUs.

AntiNorm's $3.4M Seed Funding: How This D2C Beauty Brand Is Revolutionizing Indian Women's Daily Routines

## Europe's Together Fund Makes Landmark Investment in Caviar

In a significant move for Europe's independent film and TV sector, the **Together Fund** has completed its first investment by supporting a **management buyout** of Belgium's largest production house, **Caviar**. This deal marks a pivotal moment for the fund, which was launched last year with a mission to bolster European production companies against the growing dominance of integrated audiovisual groups.

### The Deal Structure and Key Players

Under the operation, the Together Fund acquired a **45% stake** in Caviar, partnering with Belgian serial fintech entrepreneur **Jürgen Ingels**. The management team, led by co-founder **Bert Hamelinck**, retains a **55% majority stake**, ensuring continued independence and control. This buyout was triggered when majority shareholder **Telenet**, a Belgian telecommunications group, decided to sell its 70% stake to refocus on its core telecom business.

Alexandra Lebret, co-runner of the Together Fund and former Managing Director of the European Producers Club, emphasized the strategic fit: "It's a beautiful company and what they were asking for and aiming to do in terms of growth was at the core of our strategy." The fund, backed by the **European Investment Fund** and initially capitalized at **58 million euros ($66 million)**, aims to enable European independent production companies to scale and strengthen.

### Caviar's Legacy and Future Plans

Founded in 2005 through the fusion of Flemish companies Rose Are Blue and Pix In Motion, Caviar has grown into an international powerhouse with offices in London, Los Angeles, Paris, Berlin, and Amsterdam. The company is best known for producing the Oscar-winning drama **Sound Of Metal**, along with other notable films like *War Pony* and *Rebel*. Recent projects include *The Best Immigrant*, which is in talks for a U.S. remake, and upcoming U.S. releases such as *Famous*, *Love Language*, and *The Accompanist*.

Hamelinck revealed that Caviar is expecting revenues of **slightly above 200 million euros ($233 million)** for 2025, with an EBITDA of around **9 million euros ($10.52 million)**. The long-term strategy involves doubling revenue through in-house growth and mergers and acquisitions (M&A) activity. The company's umbrella includes subsidiaries like Sputnik and Loom, and it holds a 45% stake in Belgian company Versus Production.

### The Impact on Europe's Independent Sector

This investment is seen as a model for encouraging more **private equity investment** in Europe's film and TV industries. Hamelinck noted, "I think we need a lot more private equity money in our industry in Europe. It's much easier in the U.S. on that side, and we need family offices to believe in this business." He hopes this deal will inspire similar initiatives, leveraging the credibility provided by European support.

The Together Fund, with a 10-year duration, plans to exit investments within three to seven years. Lebret mentioned that other deals are in the works, with new investments expected to be announced this spring, reflecting the diversity of Europe's film and TV scene.

![Caviar Production House](https://deadline.com/wp-content/uploads/2026/01/MixCollage-07-Jan-2026-01-09-AM-7344.jpg?w=681&h=383&crop=1)

*Image: Courtesy of Jeroen Willems*

Europe's Together Fund Supports Management Buyout of ‘Sound Of Metal’ Production House Caviar With First Investment

How a European Fund's First Investment Saved a Top Production House from Corporate Takeover

Across India's cities and towns, a quiet revolution is underway in the world of sports entrepreneurship. From bustling metro hubs to emerging tier-2 and tier-3 towns, **young entrepreneurs are building profitable cricket businesses** that are transforming how the nation engages with its most beloved sport.

### The Pay-and-Play Model That's Changing the Game

What was once limited to professional academies has now become accessible to everyone. **Commercial cricket centres** allow players to book short sessions without long-term commitments, large grounds, or expensive gear. This simple **pay-and-play model** has created a strong and repeatable business opportunity, especially for first-time founders who can start with minimal investment.

### A Business Model That Actually Works

Many commercial cricket centres across India have been started with an initial investment of **₹5–10 lakh**, typically covering the cricket bowling machine, nets, sport flooring and basic setup. Operators report steady monthly incomes ranging from **₹50,000 to ₹3 lakh** after expenses, depending on location and utilisation. In most cases, entrepreneurs recover their investment in **less than a year**.

The model has proven effective not only in metro cities but also in tier-2 and tier-3 towns, where access to organised recreational sports is limited but demand is strong.

### Real Stories of Entrepreneurial Success

**Prabhakar from Hyderabad** began by gradually arranging funds over several months to buy his first cricket bowling machine. He started small and managed operations himself. Today, he owns multiple commercial cricket centres and has expanded into cricket infrastructure development.

**Sai from Mahabubnagar** wanted to build something on his own without relying on family support. He started a pay-and-play cricket centre that quickly became popular among local youth and working professionals—giving him both financial independence and confidence.

**Nikhil from Gurugram** began with a single commercial cricket net. Consistent bookings encouraged him to expand, and he now operates multiple nets using the same repeatable model.

### The Technology Powering This Movement

At the centre of these businesses is reliable cricket technology. **Leverage Science and Technologies Limited**, a Hyderabad-based sports technology company, is a pioneer and market leader in cricket bowling machines. Today, commercial cricket zones using Leverage machines can be seen in virtually every notable town across India.

The company's **Master Digi Cricket Bowling Machine**, designed for long operating hours and consistent performance, is widely used in indoor cricket, box cricket, and outdoor commercial setups. Many centres also use auto feeders to improve session flow and reduce manpower needs.

Beyond commercial centres, Leverage's professional cricket bowling machines are used by lakhs of cricketers across training academies. The company also supplies advanced cricket simulators installed in high-end game zones and amusement centres across India.

### More Than Just Equipment

Leverage's involvement goes beyond equipment. The company actively guides aspiring entrepreneurs on choosing the right machine configuration, planning layouts, understanding utilisation patterns, and learning from insights gathered across hundreds of operational centres.

### Founder's Perspective

"We've seen young people start with one cricket bowling machine and build stable, profitable businesses around it," said **Partha Pemmaraju**, Managing Director of Leverage Science and Technologies Limited.

"When commercial cricket centres using our machines appear in almost every town across India, it shows this is not a fad—it's a practical, repeatable opportunity. Our role is to help entrepreneurs get it right from day one."

### About the Technology Provider

Leverage Science and Technologies Limited is an Indian sports technology company specialising in cricket bowling machines and advanced cricket simulators. Its products are used across commercial cricket centres, indoor and box cricket setups, outdoor pay-and-play nets, professional academies, and premium game zones across India.

Hyderabad, India — Across India’s cities and towns, a new form of sports entrepreneurship is quietly gaining momentum. From indoor cricket nets and box cricket arenas to outdoor pay-and-play centres, young entrepreneurs are building profitable cricket businesses-often starting small, with...

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