A Mumbai-based entrepreneur claimed that a single post on X (formerly Twitter) helped his startup increase profits ₹1.9 million, highlighting how social media platforms and personal brands can sometimes help raise capital for early-stage businesses.
According to Chanaky Shah, founder of sports hydration company UP&RUN, he was initially looking ₹80 lakhs to support the growth of a start-up. However, his post went viral on the internet and generated much more interest than expected.
“In the end, we increased ₹1.90 million crowns. ₹1 crore from our angel network and approx ₹90 lakh from X,” Shah said in a recent social media post, though he did not share any other details about the process.
Unexpected participation of investors
Shah also said that he never expected the brand’s customers and followers to show interest in investing. “I never imagined that the consumers we sell to would want to become our investors. What surprised me the most was how many people wanted to support us,” he said.
He called the response “unexpected” and added that a single tweet helped the company adopt more ₹2 million in certified cheques.
Despite the strong response, the company’s co-founder said they are selective in accepting funding. He noted that the startup chose investors who could offer strategic value and were aligned with the company’s long-term goals, rather than simply accepting every offer.
“We were careful who we accepted money from. We only brought in investors who could add value, open strategic doors and align with our long-term vision,” Shah’s post said.
UP&RUN offers a high-performance, sugar-free electrolyte drink designed for rapid hydration, endurance and cramp prevention, according to the company’s website.
The Internet responds to success
Shah’s latest post outlining the company’s fundraising success has also garnered a lot of attention on the platform. Many users praised the power of personal branding and community support, while others have already started asking about the next round of collections.
The individual commented: “Still trying to raise capital? Didn’t see your message before. But I’d love to get the chance if and when you raise money again.” In response to a query, Shah said that the company may raise funds again this year and advised the netizen to keep an eye on X.
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“This shows the true power of the community at X. When people believe in the problem you’re solving, they don’t just become customers, they become investors. ₹1.91 Cr increase and building with confidence,” said another netizen.
One person emphasized the importance of a strong customer base, saying: “Your customers became your investors because they already trusted you. That’s not a fundraising story, that’s what happens when you build evidence publicly long enough that audience = asset.”
