FOUNDER'S PHILOSOPHY
Aligned with the Founder. Built to be Fair and Fast.
I’ve built and backed companies myself. I know what it’s like to raise capital with one hand and hold your breath with the other. Secondaries, though deeply personal, often become politicised, painful transactions, with signalling risk, power plays, and endless negotiation. For capital allocators, it’s just a deal. For founders, it’s years of belief reduced to a transaction.
I am building Forj differently.
I move fast, stay discreet, and protect trust, offering clean, founder-first liquidity with no noise, just clarity and care when it matters most.
I am building Forj differently.
I move fast, stay discreet, and protect trust, offering clean, founder-first liquidity with no noise, just clarity and care when it matters most.
about us
Built by an Operator. Engineered for the Top 1%.
Forj is a founder-first, secondary-focused, growth-stage VC run by an operator who’ve built and scaled billion-dollar companies
Juhi
Bhatnagar
Founder & Managing Partner
Years of operating at the centre of India’s consumer internet ecosystem, paired with a reputation for sniper-level execution, created rare access. Juhi began investing in 2021, quietly deploying her own capital, initially backing founders she knew through operating circles and had deep conviction in.
Today, her portfolio spans category-defining consumer companies such as Atomberg, Ayurveda Experience, Pratilipi, GOAT Brands, and Scanpay, alongside co-investors including Temasek, A91, Jungle, Khosla, Elevation, and Steadview.
Her core strength is spotting business inflection points early & seeing momentum before it becomes visible in the market. At Forj, she is scaling that instinct into an institutional platform designed to be the partner of choice for India’s best-in-class founders.
Juhi often describes Forj as solving an operating problem in an investing world, a neutral, founder-first platform purpose-built for the leaders of category-defining companies at the growth stage.
She spent over 13 years inside iconic consumer and internet companies. As India employee #2 at Snapchat, she led Strategy & Growth, taking India from 15M to more than 200M users and transforming the country into Snapchat’s largest global market. Her operating experience across Swiggy, Yelp, and MuSigma, spanning product, growth, and data science, grounds her investing in real execution depth.
She holds a Wharton MBA (merit scholar) and a degree in Electrical Engineering (merit scholar). Juhi is also co-founder of the Indian AI Research Organisation (IAIRO), a national-scale initiative to build India’s frontier AI capabilities.
