Raj Shamani, founder of House of X, is moving from content creation into structured brand building. At 26, Raj Shamani has launched House of X, a creator-led platform that helps digital creators build and scale direct-to-consumer brands. The venture is backed by several well-known Indian founders and marks Shamani’s shift from finance influencer to full-time operator in the consumer space.

Raj Shamani’s entry into this segment comes at a time when creators are looking beyond brand deals and ad revenue. Many now want ownership. House of X is designed to meet that demand.

House of X and its early backers

House of X has received backing from a strong group of startup founders and operators. These include Nikhil Kamath, Shashank Kumar, Sahil Barua, Varun Alagh, Ghazal Alagh, and Vineeta Singh.

The company started in stealth mode, with the focus on building backend systems before public launches. Investors say they backed Shamani because of his execution record and understanding of both content and operations.

Nikhil Kamath has said that at an early stage, the founder matters more than the idea. He has also pointed to Shamani’s experience in running a physical goods business as a key factor.

Early business exposure in Indore

Raj Shamani’s business journey began long before social media. In 2013, at the age of 16, he joined his father’s detergent business in Indore. The brand, Jadugar, started in the 1990s and faced pressure from larger players.

Shamani helped shift the product mix from detergent powder to liquid formats. He launched Jadugar Drop, a dishwasher gel, and built a distributor network across Madhya Pradesh. Within 18 months, the product gained steady traction.

That phase taught him pricing, logistics, distributor management, and working capital discipline. These lessons now shape how House of X supports creators.

Building reach through digital content

In 2021, Shamani moved to Mumbai and launched Figuring Out Media. The goal was simple. Build a personal brand through long-form conversations with founders, operators, and investors.

His podcast, Figuring Out, crossed 100 million views in the past year. The show helped him build credibility with both audiences and business leaders.

Today, Raj Shamani has over 1.2 million followers on Instagram, close to 8 lakh subscribers on YouTube, and a strong presence on LinkedIn and X. He has also written a book, Build, Don’t Talk, which focuses on execution over ideas.

Alongside content, he has invested as an angel in nine startups, gaining exposure to early-stage decision-making and founder challenges.

What House of X offers creators

House of X works with creators who want to launch consumer brands but lack operational support. Many creators struggle with sourcing, manufacturing, warehousing, shipping, and compliance. House of X handles these functions.

The platform supports product development, vendor selection, supply chain setup, payments, and customer fulfilment. Creators focus on product vision, content, and community.

The model is built on partnership. House of X does not push rapid launches. It focuses on long-term brands with repeat demand.

Focus on changing consumer behaviour

Shamani says the idea for House of X came from observing how people shop. Consumers now discover products through creators, not search alone. Trust plays a larger role than discounts.

House of X aims to help creators turn that trust into sustainable brands. The company focuses on categories where creators already have strong influence, such as personal care, food, fitness, and lifestyle.

Industry experts say this approach reduces marketing spend and improves early traction.

Recent activity and growth plans

Over the past year, House of X has worked with a small set of creators to test its model. The company has added hires across sourcing, operations, and partnerships.

While most brands remain under wraps, people close to the company say several products are in pilot stages. The focus remains on process and unit economics rather than fast expansion.

Raj Shamani continues to stay active as a content creator. His recent content includes more discussions around brand building, creator economics, and consumer trust.

Challenges ahead

The creator-led brand space is crowded. Many such brands fail due to weak operations and poor repeat rates. House of X aims to solve this by centralising execution and sharing experience across brands.

The main challenge lies in balancing creator freedom with operational discipline. Scaling without hurting quality will test the platform over time.

A steady shift, not a sudden leap

Raj Shamani’s move from finfluencer to founder follows a clear pattern. Each phase builds on the last. From manufacturing to content to consumer brands, the link is understanding how people buy.

House of X represents his most structured venture so far. Its success will depend on how well it supports creators beyond the launch phase.

For now, the focus stays measured. Build systems. Launch selectively. Scale with control.

FAQs

Q1. Who is Raj Shamani?
Raj Shamani is an Indian entrepreneur, content creator, and finance influencer. He is the founder of House of X and host of the Figuring Out podcast.

Q2. What is Raj Shamani’s age?
Raj Shamani is 26 years old.

Q3. What is House of X?
House of X is a creator-led platform that helps digital creators launch and scale direct-to-consumer consumer brands.

Q4. Who are the investors in House of X?
House of X is backed by founders and investors including Nikhil Kamath, Shashank Kumar, Sahil Barua, Varun Alagh, Ghazal Alagh, and Vineeta Singh.