Karan Johar talks ownership, equity and the business of stardom; “Each deal is different” : Bollywood News

Moving beyond red carpets and film sets, Karan Johar spoke at length about how stars today are increasingly stepping into the role of entrepreneurs — and why equity structures differ from deal to deal. In an exclusive conversation with Sarthak Ahuja, the filmmaker offered a candid look at the business mechanics behind celebrity brand endorsements and equity partnerships.

Karan Johar talks ownership, equity and the business of stardom; “Each deal is different”

“It differs from deal to deal, association to association. When you are starting at the top – creating a brand, giving it your time, and energy, then you can’t have just sweat equity or 2-3%. It should be much larger. But if it’s already set up and already successful, and you come on board to contribute to it, then of course sweat equity or a tinier percentage can be given to you. Because then, it’s already staged and set up. But, if you’re at the onset, if you’re there right at the beginning of the brand like Alia (Bhatt) and Edamama, Super You and Ranveer (Singh) – these started like right at the top, at the beginning – then you have to have a larger percentage.”

Johar emphasised that the stage at which a celebrity joins a venture significantly impacts the size of their stake. When a star is involved from inception — shaping the vision, lending credibility and driving early traction — the equity must reflect that level of participation.

He further elaborated on what he considers a realistic equity range in such partnerships. “As for how much it should be, it can range depending on the strength of the brand, the reach, the growth year on year, the potential business plan – based on everything, it could range from 10 to 20 – 25%, rarely have I seen it be more than that. I mean when its 50% then I wonder where that’s going because then the question is what’s in it for the founder. So, 25 – 30% is the upper end that I have heard of by far where there is huge participation levels – that is the ceiling.”

Interestingly, Johar also revealed that he holds quieter stakes in businesses that align with his personal brand. “As for sweat equity or tiny percentage, I also have a lot of sweat equity in places where I’m doing it in such a subtle way you won’t even know that I have equity in these. For example, I have a tinier percentage in the restaurant business because that was set up by that partner. I know lifestyle is a part of my reputation and I deeply believe in that entire brand. So, it depends on where you came. If you came in after the place was set up, the logistics was set up, infrastructure, and then if you came in to add value as a lifestyle expert, then you come in because it is something you believe in. But it’s all different. Each deal is different from the other.”

As more Indian film stars diversify into entrepreneurship, Johar’s insights underline a key takeaway — equity isn’t one-size-fits-all. Timing, contribution and long-term vision ultimately determine how much skin a celebrity truly has in the game.

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