Brand Capital is the strategic investment arm of the Times Group - India's largest multimedia conglomerate. The Company’s branding expertise and intellectual capital helps entrepreneurs with the intricacies of the advertising business, to plan and build effective corporate branding strategies that lead to growth and enterprise value creation. The innovative idea was to leverage the brand building power of the Times Group’s advertising properties to build value for emerging start-ups and high growth companies. While companies can acquire funding for growth and working capital, brand building investments rarely attract interest from the funding community. This is especially true for brands which are new category creators – because the brand investment in such cases needs to be large and sustainable, compared to the hard asset investments. Brand Capital now partners with more than 900 investee companies across sectors as wide as Retail, FMCG, Consumer Durables, Realty, Digital and Mobile, Financial & Consumer Services and several more. Since the inception of this business a decade ago, the Company has helped build several iconic brands in India and its invested value today is close to $4.0 billion.