Deepika Padukone's Brand 82°E Records Loss Of Rs 12.26 Crore, Revenue Down By 30 Per Cent
Deepika Padukone’s skincare brand 82°E is seeing a 30 per cent drop in revenue and slashing marketing spend by 78 per cent to control losses.
Bollywood actress Deepika Padukone’s foray into entrepreneurship with her self-care brand, 82°E, is facing financial headwinds. According to the company's latest filings, the brand is grappling with a significant reduction in revenue, though cost-cutting measures have helped narrow the overall losses. 82°E operates under the legal entity DPKA Universal Consumer Ventures Private Limited, with Deepika and her father, Prakash Padukone, listed as directors.
According to Hindustan Times, filings with the Ministry of Corporate Affairs revealed that the company’s revenue dropped by over 30 per cent in the 2024-25 financial year. The revenue stood at Rs 14.66 crore, down from Rs 21.21 crore in the previous fiscal year (2023-24).
However, there is a silver lining. The company managed to reduce its losses significantly. While 82°E recorded a loss of over Rs 23 crore in 2023-24, the figure came down to Rs 12.26 crore in 2024-25.
The reduction in losses appears to be a direct result of a massive pullback in expenditure. In its statement, the management noted that they are “continuously taking efforts to increase the revenue, reduce expenses to ensure it has [a] profitable track record”.
This strategy is evident in the company's marketing budget. In 2024-25, marketing expenditure plummeted by a steep 78% -- dropping to just Rs 4.4 crore from Rs 20 crore the previous year. Consequently, the overall expenditure for the company fell from Rs 47 crore to just under Rs 26 crore.
Launched in 2021 as a luxury skincare brand with products priced upwards of Rs 2,500, 82°E has yet to turn a profit despite Deepika Padukone’s immense popularity and social media reach.
The brand’s performance stands in stark contrast to Katrina Kaif’s beauty brand, Kay Beauty. Launched in 2019, Kay Beauty has not only seen a consistent uptick in sales but has also reported massive profits in recent years, highlighting the competitive nature of the celebrity-led beauty market.
While her business faces challenges, Deepika Padukone’s film career remains robust with two major projects in the pipeline. She will star alongside Shah Rukh Khan and Suhana Khan in Siddharth Anand’s upcoming film ‘King’, scheduled for an April 2026 release.
She is also set to collaborate with Allu Arjun in Atlee’s next film (tentatively titled AA22xA6). The release date for this project has not yet been announced.
Deepika Padukone was last seen in Rohit Shetty’s ‘Singham Again’ alongside Ajay Devgn, Kareena Kapoor, Ranveer Singh, Akshay Kumar, Arjun Kapoor and Tiger Shroff.
