Malsons Ventures makes strategic pre-Series A bet on Mumbai-based fintech startup Seven

Seven, a Mumbai-based fintech startup and one of India’s first contactless wearable payments companies, has raised a strategic pre-Series A investment from Shivam Malhotra, Founder of Malsons Ventures, a global entertainment venture studio and investment firm headquartered in Mumbai. As part of the transaction, Malhotra has acquired a 1% stake in the company.

With this investment, Malhotra joins Seven’s existing investor base, which includes Venture Catalysts, Vinners, and Anchorage Capital Partners backed by the Sheth Family Office. The funds will be deployed for innovation, market penetration, product development, team expansion and overall business growth.

Seven, best known for its flagship product 7 Ring, previously featured on Shark Tank India and has also entered the semi-final round of The Drapers Show India 2025. The startup operates in India’s rapidly growing digital payments ecosystem, which is projected to reach Rs 577 trillion by FY29.

The 7 Ring is a certified wearable payment device supported by RuPay and MasterCard. Built on NFC technology, it enables tap-and-pay transactions without the need for charging, OTPs, PINs, or smartphone apps. The ring integrates with a prepaid wallet on the RuPay network and is powered by UPI.

Commenting on the Investment, Malhotra said, “In the entertainment world, we trade in attention; in fintech, we trade in utility. By investing in Seven, we are merging the two. We aren’t just looking for a better way to pay; we are looking to eliminate friction from the human experience.”

He added that India is currently a global leader in digital payments, and his goal is to ensure Seven that doesn’t just participate in that market; it sets the pace. “Seven is putting the power of UPI into a single, elegant gesture. This is about being faster, smarter, and more efficient than traditional alternatives,” he said.

Made from premium zirconia ceramic, the IP68-certified ring is water-, dust-, and scratch-resistant. It requires no battery, Bluetooth, charging, or smartphone pairing, placing it in the emerging category of passive smart rings. Designed to function like a debit or credit card worn on the finger, the 7 Ring allows users to make seamless payments without carrying physical cards or devices.

Vijay Khubchandani, Founder of Seven, said, “Shivam understands that the future of fintech is aspirational and experiential. His experience in building attention-driven brands will allow Seven to move beyond being a ‘cool gadget’ and become a lifestyle essential.” He added that Malhotra’s vision for Malsons Ventures aligns perfectly with Seven’s goal of “dominating the wearable space through creative innovation”.

Seven’s focus on blending fintech with creativity and the creative industries is central to this investment. The partnership brings together complementary skill sets, aligned business outlooks, and a shared ambition to drive innovation-led market leadership. Through its focus on attention- and lifestyle-driven businesses, Malsons Ventures aims to back entrepreneurs who can reshape traditional industries while building solutions for India’s core demographic: students, the middle class, and everyday consumers.