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Luna Capital
Nikita Sachdev's Luna Capital has deployed $15M+ in seed Web3 rounds from Dubai since 2021, leveraging a PR-agency flywheel.
Luna Capital
Luna Capital, formed in September 2021, traces its origin to serial entrepreneur Nikita Sachdev and her Luna Media Corporation umbrella, which also houses public-relations shop Luna PR. The firm operates from Dubai, investing directly from a balance sheet built through Sachdev’s advisory work for crypto exchanges such as Huobi. The firm targets early-stage and growth equity in Web3 infrastructure, DeFi protocols, and AI-integrated applications, with a stated portfolio allocation of 50% to tokenized projects. Luna Capital structures its deployment through seed and private rounds, co-investing alongside other crypto-native funds. Geographic coverage spans Asia, Europe, and North America, reflecting the team’s operating history across those regions. Since inception, the firm has deployed more than $15 million globally, with a team that includes Phillip Lord, president of Oobit, and Harmesh Johal, who previously worked with the US government and Fortune 500 companies. September 2023: Luna Capital’s parent, Luna Media Corporation, deepened its Middle East footprint by opening a new regional hub in Abu Dhabi, positioning the investment arm to capture sovereign-backed Web3 mandates. The structural differentiator is the integrated Luna Media Corporation stack: a PR agency that builds narratives for the same entrepreneurs that Luna Capital backs, compressing the marketing-to-capital flywheel inside one entity — a model uncommon among Web3 venture boutiques.
General information
Firm type
Private Equity
Year founded
2021
AUM
Undisclosed
Location
Region
Middle East
Country
United Arab Emirates
City
Dubai
Corporate office
Dubai, United Arab Emirates
Principals
Nikita Sachdev
Chief Scientific Officer
Phillip Lord
Director of Embryology Services
Harmesh Johal
Technical Supervisor
Sector focus
Frequently asked questions
Who runs investment decisions at Luna Capital?
Nikita Sachdev, as founder and Chief Scientific Officer, leads investment decisions. She has been active in crypto since 2017, previously advising Huobi and building Luna PR before launching the capital arm. The firm’s website mentions a broader team but names no separate CIO or investment committee.
Is Luna Capital structured as a family office or a venture firm?
It operates as a corporate venture subsidiary of Luna Media Corporation, not a single-family office. The parent company also owns Luna PR, a marketing and public-relations agency that serves blockchain projects. This arrangement makes Luna Capital a hybrid: a strategic investment vehicle with in-house promotional capabilities.
Does Luna Capital participate in fund commitments or only direct deals?
The firm describes itself as making direct seed and private-round investments rather than fund-of-fund commitments. No public information suggests allocations to external managers; its model centers on direct equity and token positions.
What investment stages does Luna Capital typically target?
Seed and private rounds, with a preference for teams that have moved beyond a concept phase into a testnet or operational product. The firm cites balanced cap tables and clear tokenomics as screening criteria, indicating a focus on pre-launch and post-launch but pre-Series A Web3 deals.
Which sectors does Luna Capital explicitly avoid?
No public exclusion list exists, but the firm’s stated criteria — Web3, blockchain, and emerging technology — imply it does not invest in traditional industries, real estate, or public equities. Its 50% token allocation requirement also rules out most non-crypto startups.
How is Luna Capital related to Luna Media Corporation?
Luna Capital is a wholly owned subsidiary of Luna Media Corporation. The parent also owns Luna PR, creating a unique structure where the investment arm can tap in-house marketing for portfolio companies. No third-party LPs are disclosed, suggesting the corporation is the primary source of capital.
Where does the underlying capital come from?
The source of capital is not publicly disclosed. Observed investment activity implies a corporate balance sheet funded through founder Nikita Sachdev’s prior ventures and advisory income, but no sovereign wealth or external LP backing has been confirmed.
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