In FY25, Deepika Padukone’s skin care brand’s revenue decreased 30%. Know the details.
Deepika Padukone 82°E: Bollywood star Deepika Padukone’s investment in skincare brand 82°E resulted in a decrease in FY25. Now it is revenue is Rs 14.7 crore. Last year, it was Rs 21.2 crore, which means a 30.6% revenue decrease. But the company’s net loss is a little. It declined to Rs 12.3 crore as compared to Rs 23.4 crore in FY25.
82°E’s parent firm, DPKA Universal Consumer Ventures, said it was focusing on cutting costs and increasing sales to return to profit soon.
In FY25, 82°E spent a total of ₹25.9 crore, significantly lower than the previous year’s ₹47.1 crore. The biggest cut was in marketing expenses, which dropped from ₹20 crore in FY24 to just ₹4.4 crore. This clearly indicates that despite heavy spending on customer acquisition in FY24, the brand didn’t see significant benefits, so the company put a halt to marketing in FY25.
Deepika Padukone promoted the brand extensively on social media, but its impact on sales didn’t translate much. 82°E describes itself as a mid-premium skincare brand, with products priced between ₹2,500 and ₹4,000. These prices are lower than top luxury brands like Estée Lauder, but competition in the market is fierce.
