Category: general

The skincare brand 82°E backed by Deepika Padukone has reported a sharp decline in revenue for FY25. According to the latest filings, revenue dropped to Rs. 14. 7 crore, down from Rs. 21. 2 crore in the previous year. On the bright side, the net loss has reduced significantly. While the company had posted a loss of Rs. 23. 4 crore in FY24, the shortfall narrowed to Rs. 12. 3 crore in FY25. Financial statements show that total expenditure in FY25 was Rs. 25. 9 crore a steep cut from Rs. 47. 1 crore a year earlier. Marketing spend, in particular, was drastically reduced to Rs. 4. 4 crore from nearly Rs. 20 crore in FY24. This suggests 82°E deliberately pulled back on customer-acquisition efforts after its previous heavy marketing push failed to translate into sustainable revenue. Despite having leveraged Deepika’s massive social-media presence with the actress sharing personal experiences while promoting products the brand could not avoid the downturn. 82°E positions itself as a “luxury” skincare brand, offering products priced between Rs 2, 500 and nearly Rs 4, 000 mid-premium range, but below the territory dominated by established luxury players such as Estée Lauder. In a fiercely competitive market where both emerging direct-to-consumer brands and longstanding luxury labels vie for customers 82°E now aims to cut costs further and ramp up sales efforts in a bid to return to profitability. The company has indicated as much in its latest filing. Also Read : Haq director Suparn Varma backs Deepika Padukone’s 8-hour workday demand: “It should not be news”.