Mumbai: BTG, the independent creative agency founded by Aaliya Amrin, Eman Batliwalla and Danisha Kohli, has joined the venture ecosystem of WTF, the media and venture platform founded by Nikhil Kamath. The partnership marks a significant development for India’s independent creative industry, providing founder-led agencies with institutional backing while allowing them to retain creative autonomy.
The move reflects a growing confidence in India’s independent agency model, enabling agencies to scale without being absorbed into traditional holding company structures. BTG will continue to operate under its existing founders and leadership team, with its creative practice remaining independent while benefiting from additional investment and operational support.
Founded in 2018 without institutional funding, BTG has built its reputation on strategy-led creative work across sectors including luxury, beauty, hospitality, entertainment, technology, tourism, wellness, lifestyle and consumer brands. Its client roster includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott and Nykaa, alongside several founder-led and emerging brands.
Over the past eight years, the agency has focused on brand launches, repositioning exercises, market expansions and long-term brand-building initiatives, establishing itself as one of India’s prominent independent creative firms.
As part of the partnership, BTG will gain access to WTF’s investment and operational capabilities while maintaining its founders, team and client relationships.
“BTG has always been deeply personal to us,” said Aaliya Amrin, Eman Batliwalla and Danisha Kohli, Founders of BTG. “We built this over eight years, slowly, carefully, client by client. What made this partnership feel right was that every conversation was about where culture and brands are headed over the next decade. This partnership exists to protect everything that made BTG valuable, while dramatically expanding what becomes possible, not just for us, but for what an independent creative company from India can become.”
“What BTG has built is rare,” said Nikhil Kamath, Founder of WTF. “A company with a strong point of view, consistent creative quality and deep, long-term relationships. At WTF, we back founders who have already built something meaningful, and we create the conditions for them to grow without losing what made them special. BTG felt like a natural fit, the clarity with which they’ve built the business, and the ambition for what comes next.”
BTG becomes the second creative agency to join WTF’s ecosystem after One Hand Clap (OHC), reinforcing the platform’s focus on founder-led creative businesses with differentiated positioning and long-term growth potential.
Looking ahead, BTG plans to expand its capabilities, invest in talent and scale its creative offerings across categories and international markets while retaining the independent culture and client-first approach that has defined the agency since its inception.
