Independent creative agency BTG has joined the venture ecosystem of WTF, the founder-led investment platform backed by entrepreneur Nikhil Kamath, in a move aimed at accelerating the agency’s growth while preserving its independent identity.
Founded in 2018 by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, BTG will continue to operate under its existing leadership, with the founders retaining full creative and operational control. Through the partnership, the agency will gain access to capital, strategic guidance and operational support from WTF, enabling it to expand its capabilities, invest in talent and scale across Indian and global markets.
Unlike traditional holding company models, WTF said its approach is focused on supporting founder-led businesses without compromising their entrepreneurial vision or creative autonomy.
Over the years, BTG has built a diverse portfolio spanning luxury, beauty, hospitality, entertainment, technology, tourism, wellness and consumer brands. Its client roster includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, among others.
Commenting on the partnership, the BTG founders said the collaboration was driven by a shared belief in the future of culture-led brand building. They added that the investment would help preserve the agency’s creative DNA while opening new opportunities for long-term growth.
Nikhil Kamath said BTG stood out for its strong creative perspective, consistent quality and enduring client relationships. He noted that WTF’s role is to help founder-led businesses scale without losing the qualities that make them distinctive.
BTG becomes the second creative agency in WTF’s portfolio after One Hand Clap (OHC), reinforcing the platform’s strategy of backing independent, founder-led creative businesses.
