Deepika Padukone’s skin care brand 82°E revenue registered a sizable drop in its annual revenue from Rs 21.2 crore in 2024 to just Rs 14.7 crore in 2025, with the company’s net losses amounting to Rs 12.3 crore as per MCA (Ministry of Corporate Affairs) filings.
The current trajectory of Padukone’s brands appears to be similar to that of Nush by Anushka Sharma and WROGN by Virat Kohli. Despite significant popularity, revenues for both fashion brands declined significantly due to the competitiveness of the fashion market.
Deepika’s brand continues to struggle despite cutting costs
In the filing, Padukone’s company stated that the firm will be focusing on cutting costs and increasing sales efforts to achieve profitability. As per reports, Deepika’s brand hasn’t been very profitable since its inception in November 2022 and has continued to post a string of losses.
While the FY25 loss of Rs 12.3 crore is an improvement from the FY24 loss of Rs 23.4 crore (As per Tracxn data), the company has a long way to go before it starts posting profits.
According to a report by MoneyControl, the company is aggressively cutting costs and reduced its operation costs to Rs 25.9 crore in 2025 from Rs 47.1 crore it spent in 2024. The company has also reduced its marketing expenses from Rs 20 crore in 2024 to just Rs 4.4 crore in 2025.
Why is Deepika’s brand struggling?
Since its launch in 2022, the brand 82°E has been positioned as a mid-premium brand with products priced between Rs 2,500 and Rs 4,000 which has been cited by many industry analysts as a key factor responsible for the company’s dip in revenue.
Experts speculate that the brand’s premium pricing (Rs 2,500–Rs 4,000) and an intensely competitive Indian skincare market could be the driving reasons for its struggles. Despite aggressive social media marketing from the Bollywood A-lister early on, the brand has struggled to gain sustainable traction.
The actor has used her social media influence and star power to promote the brand—running campaigns on her Instagram account, which boasts 80.5 million followers, and even roping in big celebrities like Shah Rukh Khan.
During the release of their film Jawan, Padukone and Shah Rukh released a promotional video featuring the superstar applying 82°E products while Deepika guided him.
Consumer industry experts suggest that pricing strategies are also often misaligned with consumer realities, as products are sometimes overvalued under the assumption that star appeal will compensate.
In a conversation with financialexpress.com recently, Yasin Hamidani, director at Media Care Brand Solutions, had pointed out a larger pattern of operational omissions generally made by celebrity brands that can again be at play here.
“A celebrity causes awareness beautifully at first instance. But does it translate into much more? Not really. That’s where most fail,” Hamidani said.
What’s the success formula for celebrity brands?
Hamidani’s comments make more sense when one also looks at some successful celebrity brands that are co-operated by a bunch of stakeholders. Case in point, Katrina Kaif’s Kay Beauty. The brand which was launched in 2019 in partnership with the beauty e-commerce giant Nykaa recently posted profits amounting to Rs 11.3 crore in 2024.
HRX by Hrithik Roshan represents another successful case study of how far a celebrity brand can go when things are done right. A fitness and athleisure brand powered by Hrithik Roshan, HRX clocked more than 1000 crores in revenue in 2025. A testament to what can be done when star-based branding is combined with strategic partnerships (Myntra), and affordable pricing.
