12 Flags

12 Flags Group operates as an operator-led investment platform, dedicating patient capital to early-growth consumer businesses throughout India. The firm strategically invests across sectors including consumer brands, retail, healthcare, and consumer-tech, aiming to scale these ventures and actively contribute to their value creation. Its approach prioritizes the development of categories and brands specifically tailored for the Indian market, rather than simply replicating models from Western economies.

The firm was established in 2023 by Rakesh Kapoor, who brought over four decades of extensive industry experience, including an eight-year tenure as the global CEO of Reckitt Benckiser. Kapoor's founding insight was to create a distinctive platform that couples patient capital with deep operational expertise, believing this synergy crucial for nurturing promising Indian consumer enterprises. This operator-led philosophy is central to the firm’s engagement model.

12 Flags Group partners with nascent, high-potential consumer businesses in India. Its overarching vision is to be the premier partner for the next generation of these enterprises, aspiring to become India’s leading consumer investment platform. The firm emphasizes long-term value creation through responsible business practices, fostering transparency and robust governance to benefit all stakeholders involved.