Deepika Padukone’s luxury skincare label 82°E is going through a tough financial phase, with the brand posting a fresh round of losses and a noticeable drop in revenue for FY 2024–25. New filings have revealed that despite aggressive cost-cutting, the company has not yet managed to turn profitable.
Losses Shrink, But Revenue Drops Over 30%
82°E operates under DPKA Universal Consumer Ventures Pvt. Ltd., where Deepika and her father Prakash Padukone serve as directors. According to the latest filings with the Ministry of Corporate Affairs, the brand recorded ₹12.26 crore in losses during FY 2024–25.
While still significant, the figure reflects an improvement from the previous year’s ₹23 crore loss.
The concerning part is the revenue slide:
- 2023–24 revenue: ₹21.21 crore
- 2024–25 revenue: ₹14.66 crore
A steep 31% decline, despite the brand’s strong celebrity push and digital visibility.
Cost-Cutting Becomes the Survival Strategy
82°E’s management noted in the filings that the priority now is to “increase revenue and reduce expenses to achieve a profitable track record.”
The numbers show a dramatic shift:
- Marketing spend dropped 78% — from ₹20 crore to just ₹4.4 crore
- Overall expenditure reduced from ₹47 crore to under ₹26 crore
The brand has essentially scaled back its high-budget promotional strategy after two years of heavy spend didn’t translate into profitability.
Why the Brand Is Struggling
Launched in 2021 as a luxury clean-beauty brand, 82°E entered a crowded market already dominated by mid-range and celebrity-led brands with stronger price appeal. Its products, priced upwards of ₹2,500, cater to a smaller consumer base compared to mass-prestige competitors.
Despite Deepika’s global reach and massive social following, the conversion hasn’t matched expectations — a common challenge in India’s saturated skincare segment, where consumers often gravitate toward budget-friendly or science-backed labels.
Katrina’s Kay Beauty Tells a Different Story
In comparison, Katrina Kaif’s Kay Beauty, launched in 2019, has seen strong sales, wider retail expansion and positive profitability in recent years. Its competitive pricing and makeup-first product approach have helped it penetrate the Indian market more effectively.
The contrast between the two celebrity brands has become a talking point in the industry.
What’s Next for Deepika — On the Film Front
Even as 82°E recalibrates its business strategy, Deepika Padukone’s acting slate remains packed with big-ticket releases:
- King with Shah Rukh Khan
Directed by Siddharth Anand, also starring Suhana Khan; releases April 2026 - AA22xA6 (working title)
A massive pan-India project with Allu Arjun, directed by Atlee; release date awaited
Her star power continues to rise — but for her beauty brand, the journey to profitability still appears to be a long climb.
Final Words
82°E’s latest filings paint a picture of a brand tightening its belt while navigating a crowded and competitive market. Losses have reduced — a positive sign — but the revenue slide shows there’s still a long way to go. Whether the cost-cutting strategy can bring the brand closer to profitability remains to be seen, especially as Indian consumers become choosier about what they buy and why.
