In a landmark deal reshaping India’s creator economy, Saregama India Ltd, through its digital subsidiary Pocket Aces Pictures Pvt Ltd, has acquired Finnet Media Pvt Ltd for ₹8.7 crore.
The all-cash acquisition, formalized on September 25, 2025, gives Pocket Aces 100% equity ownership of the four-year-old agency, with provisions to acquire additional preference shares after two years, according to regulatory filings. The deal is expected to close by October 30, 2025, subject to approvals.
Founded in Bhopal by Ayush Shukla, Finnet Media began modestly, bootstrapped with a few creators in the finance niche at a time when “finfluencers” were barely recognized. Shukla reportedly built early momentum by cold-emailing brands and signing creators who specialized in finance and personal growth.
By 2024, Finnet had expanded to 40+ exclusive creators, including popular names such as Anushka Rathod, Chandralekha, Shankar Bhalla, and Dr Pal. The company scaled to a team of 50+ professionals, securing over 500 advertiser collaborations. Financially, Finnet posted ₹23.04 crore in revenue for FY2024, marking steady growth since its incorporation in March 2022.
Ayush Shukla is the founder of Finnet Media, an influencer marketing and talent management agency based in Mumbai. He started Finnet Media in January 2021, and the agency has since worked with over 250 creators and 100 brands including big names like Amazon, CRED, StockGro, IND Money, and Slice.
Ayush has a background in entrepreneurship starting from his school days with ventures in digital e-commerce, and he has hosted over 50 podcast episodes and created content for more than 150,000 followers. Beyond his business, he is an angel investor in multiple startups and focuses on creating meaningful impact in the content industry.
He holds a Bachelor’s degree in Economics Honours from the College of Vocational Studies and completed his intermediate education in Commerce from D.A.V. Public School
Pocket Aces will purchase 3 lakh equity shares immediately and plans to acquire an additional 2.88 lakh optionally convertible preference shares (OCPS) in the coming two years, based on agreed formulas.
For Pocket Aces, known for its popular IPs like FilterCopy, Dice Media, and Gobble, the acquisition strengthens its creator and influencer management vertical. The move particularly expands its footprint into finance, health, and infotainment, complementing its existing portfolio in entertainment, comedy, food, and fashion.
Saregama noted that Finnet’s creators are strategically positioned to serve India’s growing urban and educated digital audience, especially in the BFSI (banking, finance, and insurance) and wellness segments.
Finnet founder Ayush Shukla called the acquisition a “validation of our work,” adding, “With Saregama behind us, Finnet is doubling down on trust, scale, and category leadership. We’ll invest, build, and empower creators and brands further.”
Pocket Aces co-founder Aditi Shrivastava emphasized Finnet’s value, saying, “Finnet’s creators are the voice for millions of young audiences to understand personal finance, entrepreneurship, and wellness. This partnership ensures exponential growth for creators, brands, and the wider ecosystem.”
The deal positions Pocket Aces as one of India’s most dominant multi-category creator managers, now representing 240+ influencers across verticals. With Finnet onboard, Pocket Aces not only diversifies into finance and wellness but also strengthens its ability to negotiate large-scale brand collaborations.
Industry observers note that the acquisition reflects a wider trend of traditional media houses integrating creator-driven businesses to stay relevant in India’s booming $290 million influencer marketing sector.
The Finnet & Saregama deal is more than a financial acquisition, it is a signal of India’s creator economy entering a new phase of consolidation and professionalization.
With Saregama’s legacy, Pocket Aces’ digital-first strength, and Finnet’s niche expertise, the partnership is set to redefine how influencers in finance, health, and infotainment scale in India’s fast-changing digital landscape.
