WTF acquires BTG — as publicly reported on 2026-07-06, Nikhil Kamath’s media and venture platform WTF has officially acquired Mumbai-based independent creative agency BTG (By The Gram) in a deal whose financial terms have not been disclosed. The acquisition marks WTF’s second buyout in the creative services space, following its earlier acquisition of digital agency One Hand Clap (OHC).
Quick Highlights
- Acquirer: WTF, founded by Nikhil Kamath
- Target: BTG (By The Gram)
- Founders (BTG): Aaliya Amrin, Eman Batliwalla, and Danisha Kohli
- Headquarters: Mumbai, Maharashtra
- Announcement Date: 6 July 2026
Deal Breakdown
Deal Rationale
Founded in 2018 entirely without institutional funding, BTG built its reputation as a strategy-led independent creative agency, earning a client roster that includes Netflix, Prime Video, IKEA, Volkswagen, Bumble, Soho House, Marriott, and Nykaa across sectors such as luxury, beauty, hospitality, entertainment, and technology. As publicly reported, WTF’s rationale centres on backing founder-led creative businesses that have already demonstrated a distinct cultural perspective and strong client relationships, rather than folding them into a traditional holding-company structure. Nikhil Kamath has publicly stated that WTF’s approach is to support founders who have built meaningful businesses while enabling them to grow without compromising what made them successful.
Deal Structure
Financial terms of the transaction have not been disclosed. Under the agreed structure, BTG’s co-founders — Aaliya Amrin, Eman Batliwalla, and Danisha Kohli — along with the existing leadership team, retain full creative and operational control of the agency. As part of the deal, BTG gains access to WTF’s capital, network, and distribution infrastructure, enabling it to pursue larger client mandates and accelerate business growth, as publicly reported.
Expansion Plans
As publicly reported, BTG’s next phase will focus on deepening client relationships, investing in owned content and intellectual property, and strengthening its senior leadership team by attracting experienced industry talent. The agency also plans to expand its capabilities across new categories and international markets, including opportunities beyond India, while maintaining its independent culture and client-first approach.
Significance
The acquisition arrives amid growing investor appetite for founder-led creative agencies, and WTF’s back-to-back buyouts of One Hand Clap and BTG signal a deliberate strategy to assemble an integrated portfolio of branding, content, and strategy businesses under a single platform. For India’s independent creative industry — long dominated by foreign-headquartered advertising networks — the deal offers a proof of concept that homegrown, founder-run agencies can secure long-term institutional backing without surrendering their creative identity. By bringing BTG’s cultural insight and brand-building expertise in-house, WTF strengthens its position at the intersection of India’s creator economy, consumer brands, and media-tech sectors. The transaction also underscores a broader shift in how creative services businesses are valued in India, with cultural fluency and strategic independence increasingly prized over scale alone.
These details have been verified against multiple publicly available reports as of 2026-07-06.
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Disclaimer: This report is compiled from publicly available sources and is for informational purposes only; funding figures are as publicly reported and may be subject to change.
