Think9

About Think9

Think9 is a brand co-creation platform and venture studio that builds and scales direct-to-consumer (D2C) brands in India. Founded in Mumbai in 2021 by Ashni and Avni Biyani, daughters of Future Group chairman Kishore Biyani, along with brand strategist Santosh Desai, the company focuses on partnering with entrepreneurs from the initial idea stage. Ashni Biyani previously served as the managing director of Future Consumer Limited, while Santosh Desai is the CEO of Futurebrands India.

Think9's business model is centered on co-creating digital-first brands rather than acquiring existing ones. The firm operates as a full-stack ecosystem, providing startups with support in insights, consulting, mentorship, venture building, and growth capital. Its venture-building approach is described as a 'founder's lab' that combines the speed of an accelerator with the expertise of a venture builder to turn ideas into consumer businesses. The company's process involves identifying high-potential ideas in sectors like beauty, food, health, and fashion, and then partnering with entrepreneurs to build the brand from the ground up. This model emphasizes high gross margins and profitability for the brands it helps create.

The platform's portfolio includes a variety of D2C brands such as The Good Bug (probiotic supplements), SuperYou (protein snacks), Kingdom of White (menswear), Beauty by Bie (personal care), and Neude (skincare). Think9 supports these ventures through different verticals, including a consulting arm, a venture studio, and 'The Foundery', an entrepreneurial launchpad that provides capital, equity, and a go-to-market playbook for co-founders. In March 2026, Think9 acquired Whoppl, a creator-focused digital marketing company, and launched Nova9. This specialized unit focuses on developing culture-led storytelling and content strategies for brands, integrating creator marketing and real-time cultural trend analysis.