Spring Marketing Capital was founded by senior marketing and advertising executives from Sequoia, DDB, 22Feet Tribal, and Lowe Lintas, and built a brand consulting practice working with companies like Cars24, Wakefit, and MuscleBlaze before launching its investment fund in 2020. It focuses on consumer brands that are past product-market fit and three to five years from a major liquidity event, offering hands-on brand work—such as renaming Smiles.ai to Dezy, creating Bewakoof's GoNuts and Cosmos sub-brands, and redesigning Purplle's identity—rather than competing on check size.