Deepika Padukone’s luxury skincare brand, 82°E, continues to struggle for profitability, posting a loss of ₹12.26 crore in FY 2024-25, even as the company slashed marketing expenses by 78% in a concerted effort to curb expenditure.
November 26, 2025: The competitive landscape of India’s celebrity-backed beauty sector is proving challenging for actor Deepika Padukone’s premium skincare venture, 82°E. According to the latest filings submitted to the Ministry of Corporate Affairs (MCA), the company—operating under DPKA Universal Consumer Ventures Private Limited—has reported significant financial setbacks.
Revenue Plummets, Expenses Slashed
For the fiscal year 2024-25, 82°E reported a net loss of ₹12.26 crore. While this figure represents a reduction from the ₹23 crore loss posted in the previous year (2023-24), the narrowing of the loss came at the cost of declining top-line performance.
- Revenue Decline: The company’s revenue dipped sharply by over 30%, falling from ₹21.21 crore in FY 2023-24 to just ₹14.66 crore in FY 2024-25.
- Aggressive Cost-Cutting: The core reason for the reduced loss was a substantial pullback in expenditure. Total expenditure was brought down from ₹47 crore to just under ₹26 crore.
- Marketing Freeze: Marketing expenditure saw the most drastic cut, falling by a steep 78%—from ₹20 crore in the previous year to just ₹4.4 crore in 2024-25.
In the MCA filings, the company acknowledged the ongoing struggle for profitability: “The management is continuously taking efforts to increase the revenue, reduce expenses to ensure it has profitable track record.”
The Luxury Price Point Challenge
Launched in 2021, 82°E positioned itself as a D2C luxury skincare brand, with most products priced above ₹2,500. Industry experts suggest this high price point, despite Deepika’s massive global celebrity appeal, makes it difficult to scale quickly in the price-sensitive Indian market, which is already dominated by both affordable D2C brands and established global premium players.
The brand’s financial struggle stands in stark contrast to that of a key competitor. Katrina Kaif’s Kay Beauty, launched in 2019 in partnership with Nykaa, has reported profits in recent years, largely attributed to its strategy of offering affordably priced makeup products (around ₹299 per unit) that appeal to a broader consumer base.
Deepika, who is a director alongside her father Prakash Padukone, will next be seen on the big screen in the Shah Rukh Khan-starrer King in April 2026, followed by an untitled film with Allu Arjun.