Story Of Celebrity Brands And Their Performance

Bollywood celebrities have long ventured into entrepreneurship, starting with film production and later expanding into various sectors. However a new study by Storyboard 18 reveals that many of these star-led businesses are struggling. 

For example, Deepika Padukone’s skincare brand 82°E reported a Rs 25.1 crore loss, while Virat Kohli’s WROGN saw a 29% drop in revenue. Brands like Shahid Kapoor’s Skult, Anushka Sharma’s Nush, and Sonam Kapoor’s Rheson also faced challenges. Experts suggest that when a brand lacks authenticity or is overexposed through too many endorsements, consumers lose trust. 

Despite this, some celebrity brands are thriving. Alia Bhatt’s Ed-a-Mamma saw fourfold growth and was acquired by Reliance Retail, while Katrina Kaif’s Kay Beauty has grown significantly with Nykaa’s support. The standout success is Hrithik Roshan’s HRX, which crossed Rs 1000 crore in revenue. Successful brands like HRX and Kay Beauty maintain clear identities and connect well with their target audience