About us

Moonbeam Advisory, part of Magic Advisory


Moonbeam Advisory is a transaction advisory services provider (Sell side and Buy Side transaction advisory, M&A, Corporate Finance) and a distributor of Equity, Arbitrage and PMS products manufactured by Estee Advisors Private Ltd (“Estee”). Estee is a SEBI regulated quant-based investment management service provider. It is present across three lines of businesses i.e. Asset Management, Proprietary Trading, and Execution Services.
Estee was started in May 2008 when SEBI permitted Algo trading in India. Estee is a pioneer in building algorithmic investment and execution products and has a strong track record in Indian capital markets, being one of the leading stock brokers in India. Murli is a founding investor at Estee and an investor in Estee’s products. He is also a Board Member at Estee Advisors.

Magic Group

Magic (www.peermagic.com) is a global Private Investment Platform established in 2016. Through its unique business model, it strives to add value to its investors by identifying and curating deals across the globe and across domains and currency and asset manage them till exit. Investments are made in a combination of deal by deal or through SPVs and Funds. Investors get ample opportunity to co-invest at a deal level depending on perception and evaluation of deals in terms of risk and liquidity.
Magic will thrive by staying maniacally focussed on investors. In order to deliver predictable and superior risk adjusted returns, we work hard to identify and engage in partnerships with global leaders and sponsors of significant repute and domain expertise and we build enduring relationships with these partners gaining access to hard to get deal flow. Magic will follow a platform ( marketplace) approach to deals and investors and build an ecosystem across different channels. We are an All Stars team..

Demostrated performance

Deals Executed


IRR(%) in Exited equity deals

IRR(%) in Exited debt deals

What's different

Experienced team in providing wealth creation solutions across domains, geographies and products.

Fund raised

Successfully raised private capital from investors based out of USA, Singapore, Australia, UAE, Hong Kong, UK, Switzerland, Qatar and India.


Executed and invested in 48 private equity and debt transactions across USA, UK, Israel and India.


13 exits delivering an average IRR of 23% in equity deals and 17% in Debt deals in INR.


Invested in 53 equity,debt transactions as part of (MaGiC) and plan to do the same at Moonbeam Advisory.


Top tier partners, Estee Advisors (Public equity market), Equiam funds (Pre-IPO tech fund), Our crowd (Start-up and venture funds), WWC, TPEG, Henley (RE Funds).


Products, structures to deliver optimal tax efficiency with 100% complaince across geographies.


100+ years of combined experience across consulting, deal advisory, investment management, investor relations, risk management, M&A, technology and banking. • MBA grads, CFAs, CAs and CAIAs • Ex- Big 4, Yahoo, Wipro, Religare, Jubilant foodworks, Nomura.


Moonbeam group’s investors base includes highly recognizable and respected list of achievers and domain experts. Most of them have invested alongside us repeatedly. includes top-tier CXOs, Ultra HNIs, Holding company members and more.


strong track record for trade execution services.

Moonbeam Advisory has single minded dedication to delivering Bespoke, Innovative, Scalable and Creative Solutions to India’s wealthy. It is our belief that the growth rate in the Top of the Pyramid will continue to accelerate and will create significant need gaps for the rich in several domains.


We are Transparent in all our dealings. We are Law abiding and compliant in everything we do.


We remain Understated in our outlook and demeanor. We are an All Stars team. We are team focused on creating value for you.


We are Relevant to our community, in what we do and how we do it. We are entrepreneurial and we constantly innovate so that our investors win


As experts, we strive to Educate our community in Private Investments. We are curious and argumentative. We question views to get clarity and laser precision


Magic is maniacally focused on investors and their financial wellbeing.


Magic is your go-to place for globally diverse private investments.


Magic is your go-to place for globally diverse private investments.


All star team.

Murlidhara Kadaba

Managing Partner

Murli is an Entrepreneur, Investor & Digital evangelist. Board member at bookokmyshow, Yatra.com, Estee, MoonBeam, HomeShop18.com & more. Ex-President and CEO Financial Services-Reliance Retail Ltd., Country Manager-American Express, VP & Head of Investment Products-Citibank-India. Bachelors from SJCE, Mysore and MBA from XLRI Jamshedpur, Singularity University, Harvard Business School.

Atul Bhola

Chief Financial Officer

Finance professional with 10+ years of experience in Financial reporting, Audits and Compliance(RBI & MCA), Internal Control, Consolidation as per IFRS/IGAAP, Taxation, Fund raising & documentation and etc. Ex. Sr.Vice President and financial controller roles at Saija Finance, Religare Financial Limited, Religare group, SMCC India & Jubilant Foodworks Ltd. He is a Certified CA from The Chartered Institute of Management Accountants

Jaideep Singh Gaur

Investor Relations

Finance professional with 7+ years of experience across Investor Relations, Wealth Management, M&A, Fund Raise and Transaction Advisory. Prior stints with KPMG and Corporate Advisory verticals of a large Multi-family office and India based leading Fintech group. He is an MBA, Finance from Welingkar Institute of Management, Mumbai.