Hrithik’s HRX and Katrina’s Kay Beauty Report Profits, While Deepika’s 82°E Faces Major Losses

Bollywood celebrities have been stepping into entrepreneurship for years, using their star power to launch brands in various sectors like fashion, beauty, fitness, and lifestyle. Recently, several high-profile names have emerged in this space, with some experiencing great success while others struggle.

Success Stories:

One of the standout success stories is Hrithik Roshan’s HRX, which was launched in 2013 as a fitness and lifestyle brand. It has now crossed the impressive milestone of ₹1,000 crore in revenue, making it one of India’s leading celebrity-endorsed brands. HRX offers a wide range of products, including fitness apparel, shoes, and accessories. The brand’s partnership with Myntra has significantly boosted its market presence.

Another profitable venture is Katrina Kaif’s beauty brand, Kay Beauty. Launched in collaboration with Nykaa, Kay Beauty has developed a loyal customer base, boasting over 15 lakh customers. The brand is expected to grow at an impressive rate of 62%, according to reports. Additionally, Alia Bhatt’s Ed-a-Mamma has also seen success, particularly after being acquired by Reliance Retail, with its revenue increasing fourfold.

Struggles:

On the other hand, Deepika Padukone’s skincare brand, 82°E, has faced significant challenges. The brand reported a loss of ₹25.1 crore at the EBITDA level in the first nine months of FY24. Despite Deepika’s status as a global role model, 82°E has struggled to gain traction in the market. Experts attribute its difficulties to high pricing and limited market penetration.

Other brands facing similar issues include Virat Kohli’s WROGN, which saw a 29% decline in revenue, and Shahid Kapoor’s Skult, Anushka Sharma’s Nush, and Sonam Kapoor’s Rheson, all grappling with issues related to market presence and return on investment.

Expert Opinions:

Analyzing the reasons behind the success and failure of these brands, Ambika Sharma, the Founder and Chief Strategist of Pulp Strategy, pointed out that a lack of clear brand identity and overexposure can lead to declining revenue. She stated, “When a brand doesn’t genuinely represent the celebrity’s interests or seems like it’s just there for quick gains, consumers pick up on that. Overexposure can also be a killer—if a celebrity endorses too many products, it dilutes their credibility and the brand’s impact.”

This highlights the challenges that come with celebrity endorsements in the market, emphasizing the need for authenticity and a strong connection to the products they promote.