True Mettle

Backing the resilient

The personal investment company of Anjan Luthra. True Mettle exists to invest in resilient entrepreneurs.

We’re a team of founders and operators. We invest, and we bring the playbooks and experience to help you make more profit and get your time back.

Send your deck

A lone figure standing on a rocky ridge above a misty valley

Anjan Luthra

An entrepreneur first.
Not a VC. Not a PE investor.

I’ve been a founder, investor, adviser and chairman. But nothing has taught me more than building businesses from scratch.

Anjan’s story

“Resilience wasn’t something I was born with.
It was something I had to build.”

The True Mettle Method™

  1. The Founder

    A gritty, resilient founder who’s weathered the highs and lows of business and life. Deep industry expertise, relentless work ethic and the humility to keep learning.

  2. The Business

    A cash-flow-positive business in one of our target sectors. Strong fundamentals, loyal customers, predictable revenue and significant untapped potential.

  3. The Partnership

    We invest our own capital and work alongside you to unlock growth through AI, automation, lean operations and media. Together, we build a more profitable, scalable business that gives you greater freedom.

Send us your deck

Anjan Luthra on a sofa, smiling at his phone

Where we invest

Overhead view of a clay tennis court
Sport & Fitness
A podcaster in headphones speaking into a studio microphone
Media & Entertainment
A laptop open on a desk among papers and a parcel
Digital Services
Silhouettes of people in front of tall, sunlit curtains
Live Events & Experiences

Send us your deck

Why True Mettle

Send us your deck

A figure silhouetted on a hillside against hazy mountains at sunset

The process

  1. Send your deck

    Or a few lines.
    Everyone gets honest feedback.

  2. Intro call

    Your story, your numbers, where you want to go.

  3. A closer look

    Financials, customers, team, and plans. Useful even if we don’t invest.

  4. Our offer

    How much, for what share, and the help that comes with it.

  5. Final checks

    Accounts, contracts, legal, and tax.

  6. Completion

    Simple and quick.

  7. Build together

    We agree a plan for the first 100 days, then get to work on it with you.

Complete step 1

The ones who refuse
to fold. The ones who
find a way. The ones
with true mettle.

Anjan Luthra sitting by a window, smiling

Send us your deck

FAQs

Do you invest in startups?
Not usually. We back businesses that have been trading for two years or more and are already profitable, with good fundamentals. If you’re earlier than that, send it anyway — everyone gets honest feedback.
How much do you invest?
Up to $50k. The cheque is the easy part. What comes with it, the playbooks and a team of founders and operators in your corner, is what grows the profit. We’ll go through the terms on the intro call.
Do I keep control?
Yes. We take a minority stake and work beside you. It’s your business; our job is to help you get more out of it.
What do I get beyond the money?
Operators in your corner: operations, AI, social media growth, hiring, running lean and profitably, and your finances and governance — plus Anjan’s media and a network of founders, investors and partners.
Is True Mettle a Fund?
No. True Mettle is the personal investment vehicle of Anjan Luthra, a seven-figure entrepreneur. It’s his own capital — no fund, no committee — so we move fast.

Where do you want to start?

Tell us what you need, and we will get it to the right person.

Or email us directly at anjan@joindeployed.com

Send us your deck

Or a few lines. Every founder gets honest feedback, even if we don’t invest.

Step 1: About you

Step 2: Your business
Sector*

How long have you been trading?*

Is the business profitable?*

We back profitable businesses that have traded for two years or more. Not for us: startups, turnarounds, or restructurings.

Step 3: Your deck

Book Anjan

Anjan talks about resilience, failing and starting again, leaving the corporate path, and building a business that pays you properly.

Step 1: About you

Step 2: The request
What is it?*

Step 3: The details

Privacy policy

Last updated 27 October 2026

True Mettle is Anjan Luthra’s personal investment vehicle, run by Bravecore FZ-LLC. This policy explains what we collect through this website, why, and what you can ask us to do with it.

Who we are

Bravecore FZ-LLC is responsible for the information you send through this site. Questions go to anjan@joindeployed.com, or write to us at:

Bravecore FZ-LLC
FDBC3547 Compass Building
Al Shohada Road
Al Hamra Industrial Zone-FZ
Ras Al Khaimah
United Arab Emirates
P.O. Box 29878

What we collect

Only what you send us. If you send your deck or a press or speaking request: your name, email, company or organisation, website, your answers to the questions in the form, your message, and your deck if you upload one. If you sign up to Fifth: your email address. With each, we also record your IP address and browser type, so we can stop spam and abuse.

When you browse the site, Google Analytics records which pages you visit, roughly where you are, and the kind of device and browser you use. It sets cookies only if you accept them; see the cookie policy for the details.

Why we use it

To read and reply to your enquiry, to consider your business for investment, to arrange press or speaking, and to send you Fifth if you asked for it. We don’t sell your information, share it with advertisers, or use it for anything else.

Who handles it

Anjan and the small team who work with him. The website, uploaded decks and form answers are hosted with Vercel, email notifications go through our email provider, and Google provides our website analytics. They hold it for us and only as needed to run the site.

How long we keep it

Enquiries and decks for as long as we need them to consider and follow up on your enquiry. Your email for Fifth until you unsubscribe or ask us to remove it. You can ask us to delete anything sooner.

Your rights

You can ask to see what we hold about you, correct it, delete it, or stop us using it. Email anjan@joindeployed.com and we’ll reply within 30 days.

Changes

If this policy changes, we’ll update it here and change the date at the top.

Cookie policy

Last updated 27 October 2026

We use Google Analytics to understand how many people visit this site and which pages they read. That’s the only third party on the site: no advertising, no ad tracking, and our fonts and images are served from here.

Only if you say yes

We ask first. Analytics cookies are set only if you choose “Accept” in the cookie banner. Until you choose, or if you decline, Google Analytics counts the visit without cookies: it sets nothing on your device and can’t recognise you next time.

The cookies

If you accept, Google Analytics sets two cookies, _ga and _ga_P4R91FQN2T, which tell visits apart and last up to two years. They hold a random ID, not your name or email, and advertising features are switched off. We also remember your choice in your browser (tm-cookies), so we don’t ask on every visit.

Changing your mind

You can accept or decline again at any time with the button below. You can also block or delete cookies in your browser, or install Google’s Analytics opt-out add-on. The site works the same either way.

Contact

This site is run by Bravecore FZ-LLC. Questions go to anjan@joindeployed.com, or write to us at:

Bravecore FZ-LLC
FDBC3547 Compass Building
Al Shohada Road
Al Hamra Industrial Zone-FZ
Ras Al Khaimah
United Arab Emirates
P.O. Box 29878