Actor Deepika Padukone’s skincare brand 82°E has reported a loss of ₹12.26 crore for FY 2024–25, even as the company managed to narrow losses compared to the previous financial year. Latest filings show that the brand continues to face pressure from declining revenue and significantly reduced marketing expenditure.
82°E operates under DPKA Universal Consumer Ventures Pvt. Ltd., with Deepika Padukone and her father Prakash Padukone listed as directors.
Revenue declines sharply
According to filings submitted to the Ministry of Corporate Affairs, the company’s revenue fell over 30%, from ₹21.21 crore in 2023–24 to ₹14.66 crore in 2024–25.
Despite the decline in earnings, the brand posted a reduced loss compared to the ₹23 crore loss reported in 2023–24.
Marketing spend slashed
The filings show aggressive cost-cutting measures:
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Marketing expenditure dropped from ₹20 crore to ₹4.4 crore — a steep 78% reduction.
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Overall expenditure fell from ₹47 crore to under ₹26 crore.
In its statement, the company said:
“The management is continuously taking efforts to increase revenue and reduce expenses to ensure it has a profitable track record.”
82°E yet to turn profitable
Launched in 2021, 82°E positioned itself as a luxury skincare brand, with most products priced above ₹2,500. Despite Deepika’s global influence and strong digital reach, the brand has struggled to turn profitable since inception.
By contrast, Katrina Kaif’s Kay Beauty, launched in 2019, has registered strong sales and significant profits in recent years, creating a stark comparison in the Bollywood celebrity-led beauty segment.
Deepika’s upcoming films
On the work front, Deepika has two major releases lined up:
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King, co-starring Shah Rukh Khan and Suhana Khan; directed by Siddharth Anand; releasing April 2026.
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A film with Allu Arjun, directed by Atlee; tentatively titled AA22xA6. A release date has not yet been announced.
