As India’s new-age companies gear up for the public markets, a growing number of founders are reclaiming an old-school title — promoter. From Lenskart and Urban Company to Groww, PhysicsWallah, Ather Energy and Bluestone, several startup founders are now formally identifying themselves as promoters in their draft prospectuses and corporate filings.

This move marks a significant shift in India’s startup landscape—from venture-backed, professionally managed firms to founder-led companies asserting long-term control and accountability. Experts say this signals a phase of institutional maturity, as public market investors increasingly seek clarity on who steers the business.

“This shift is about moving from building a product to building an institution. When founders start thinking like prom

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