WTF, the media and enterprise platform began by Nikhil Kamath, has acquired BTG, a Mumbai-based unbiased artistic company based by Aaliya Amrin, Eman Batliwalla, and Danisha Kohli.

The monetary phrases of the deal haven’t been disclosed.

BTG will proceed to function independently underneath its present founders and staff, with its artistic observe remaining unchanged.

BTG was based in 2018 with none institutional backing and has spent eight years constructing a repute for strategy-led, culturally particular artistic work.

The company works throughout classes together with luxurious, magnificence, hospitality, leisure, know-how, tourism, wellness, life-style, and shopper manufacturers. Its shopper roster contains Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho Home, Marriott, and Nykaa, alongside various founder-led and rising manufacturers.

As a part of WTF’s ecosystem, BTG will now have entry to important funding and operational help, giving it the power to scale in ways in which unbiased Indian companies sometimes shouldn’t have the sources for. Nonetheless, the founders, the prevailing staff, shopper relationships, and the artistic strategy that constructed the company stay unchanged.

Aaliya Amrin, Eman Batliwalla, and Danisha Kohli, Founders of BTG, stated, “BTG has all the time been deeply private to us. We constructed this over eight years, slowly, fastidiously, shopper by shopper. What made this partnership really feel proper was that each dialog was about the place tradition and types are headed over the subsequent decade. This partnership exists to guard every thing that made BTG beneficial, whereas dramatically increasing what turns into potential, not only for us, however for what an unbiased artistic firm from India can turn into.”

“What BTG has constructed is uncommon. An organization with a powerful standpoint, constant artistic high quality and deep, long-term relationships. At WTF, we again founders who’ve already constructed one thing significant, and we create the circumstances for them to develop with out shedding what made them particular. BTG felt like a pure match, the readability with which they’ve constructed the enterprise, and the ambition for what comes subsequent,” stated Nikhil Kamath.

BTG turns into the second artistic company to affix WTF, following One Hand Clap, which had joined the platform earlier.