Indian cricketer KL Rahul has added to his holdings by investing in the mixed reality firm Flam. He had previously invested in the direct-to-consumer fitness brand Boldfit, which is based in Bengaluru. Although the deal’s financials are unknown, the action demonstrates Rahul’s expanding interest in fast-growing industries.

Founded in 2021 by Shourya Agarwal, Rajat Gupta, and Malhar Patil, Flam is leading the mixed reality market by providing fans with a unique means of interacting with celebrities.

Personalized and immersive experiences with well-known individuals can be created by users of the platform with just a link posted on websites, social media, or even offline with QR codes.