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It appears that the lack of originality, authenticity and overall quality has started to affect Bollywood stars’ entrepreneurial ventures, much like their movies. This worrying trend poses significant challenges for many celebrities who invested big bucks in their ambitious business endeavours, as many of these brands are witnessing a decline, with revenues dipping exponentially and their existence becoming uncertain.
According to a report by Storyboard18, the over-reliance on theur celebrity associates has contributed to the downfall of several business ventures, including those led by icons like Salman Khan, Deepika Padukone, Shahid Kapoor, Virat Kohli, Anushka Sharma, Yuvraj Singh and Sonam Kapoor. Meanwhile, some celebrity brands have experienced substantial growth, thanks to impressive strategies, highlighting the need for these companies to think beyond their star power.
Pointing out that Virat Kohli’s youth fashion brand WROGN recently disclosed that its revenue from operations dropped to Rs 243.75 crore during FY24 in contrast to Rs 344.3 crore in FY23, it also noted that Deepika’s skincare brand 82°E, despite reporting a revenue of Rs 22.82 crore from operations in the first nine months of FY24 — a significant increase from Rs 11 crore in FY23 — recorded a loss of Rs 25.1 crore at the EBITDA level. Salman Khan’s Being Human too has been struggling due to market oversaturation, despite the initial buzz.
In contrast, brands like Katrina Kaif’s Kay Beauty and Alia Bhatt’s kidswear brand Ed-a-Mamma (which had a majority stake recently acquired by Reliance Retail), along with Hrithik Roshan’s co-owned fitness brand HRX, have been making strides in the market. While Katrina’s makeup brand, in partnership with Nykaa, reportedly has over 1.5 million consumers, Ed-a-Mamma’s revenues increased fourfold in FY22 and HRX recently surpassed the Rs 1,000 crore revenue mark.
Storyboard18, citing industry observers, stated that successful celebrity brands are characterised by long-term brand building, authenticity and product quality. In contrast, struggling brands often lack these elements and rely too heavily on celebrity presence rather than fostering a genuine connection with their products, which leads to their decline.
Experts further told the publication that a brand should feel like an authentic extension of the celebrity’s identity, rather than just a business venture. Quality should always take precedence, they said, with a focus on delivering products or services that genuinely meet consumer needs.
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Another important criticism that many celebrity products have faced is their overpricing, with the most recent example being those from Deepika’s 82°E.
“Consumers are becoming more discerning and can sense when a brand lacks authenticity or substance. If a celebrity’s involvement feels superficial, the brand risks being perceived as a mere cash grab,” Storyboard18 quoted Yasin Hamidani of Media Care Brand Solutions as saying. The report also noted that the overwhelming number of celebrity brands also contribute to their decline.
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