Mumbai: Entrepreneur Raj Kundra, known to cricket fans as the former owner of Rajasthan Royals franchisee in the IPL, has invested an undisclosed amount into tech start-up Armsprime Media according to a press release of his firm.

The tech house will help celebrities and influencers build and monetise their own customised apps. Its technology comes with multiple unique and customisable features from celebrity shout outs to merchandising, VOD and online stores, says the release.

Armsprime Media aims at driving engagement and make sure the user, rather than the network, is compensated. “Where communication is direct and the control is in your hands,” the release declares.

The company already has a few celebrities signed, who it claims are generating a revenue of over Rs 1 lakh a month.

Kundra says about the start-up, "I have made a strategic investment in this company as I believe in the founder Saurabh Kushwah. He has created a great product, which we will make excellent together.”

Film actor Shilpa Shetty’s husband wishes to help brands target captive audiences. “We will be launching over 15 celebrity apps this year alone and produce multiple unique branded IP shows with our partners.”

The firm has hired Meeta Jhunjhunwala, who boasts of a lot of experience in celebrity and content management, to head the business development of the company.

Kushwah says, "I couldn't have asked for a better strategic investor than Raj, his nexus and relationships in the media industry will be a great asset in scaling up the business." Nexus? An evil collaboration? Well, that is the word used in the press release.