From Alia Bhatt To Deepika Padukone, New Report Reveals Celeb-Led Brands Facing Profits And Loss

From Deepika Padukone's 82°E, Alia Bhatt's Ed-a-mamma to Katrina Kaif's Kay Beauty, report analysing the market performances of celeb brands. Here's which brand profited and which failed to perform well.

Jasveen Kaur Sawhney

On September 30, 2024, 9:00 PM

A latest report and analysis by Storyboard 18 reveals how celebrity-led, popular brands have performed in market. First up is Alia Bhatt’s Ed-a-Mamma saw its revenue increase four-fold before it was acquired by Reliance Retail.more

Anushka Sharma launched her clothing brand Nush, back in 2017. While the brand gained popularity in the early years, it failed to compete with significant Indian labels and lost its position.

Deepika Padukone introduced her skincare line 82°E which showed a loss of ₹25.1 crore at the EBITDA level during the first nine months of FY24.

Unlike most celeb-led brands, facing losses, Hrithik Roshan’s HRX, saw more than five-fold growth and recently crossed the revenue mark of ₹1000 crore.

Katrina Kaif’s beauty brand Kay Beauty acquired 15 lakh customers in partnership with Nykaa and is expected to grow at a rate of 62%. It also recently collaborated with Huma Beauty and earned popular attention. more

Sisters Sonam Kapoor, Rhea Kapoor also launched their fashion brand–Rheson, which witnessed diminishing returns and market presence.

Shahid Kapoor also brought Skult in 2016 featuring athleisure, but is now struggling to keep the brand alive.

The report noted also revealed that cricketer Virat Kohli’s WROGN dropped by 29.2% to Rs 243.75 crore during FY24 as compared to Rs 344.3 crore in FY23.

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Jasveen Kaur Sawhney: Jasveen Kaur is a fashion writer, and pyjama hoarder, who loves watching interviews of all kinds, and checking her Pinterest mood board every hour!