Celebrity Owned Brands Report: Hrithik's HRX Growing while Deepika Padukone...

Bollywood stars have been opening their own businesses for a long time. They started with movie production and now have businesses in many different areas. Today’s famous stars use their popularity to help these businesses. But are they making money? A new study shows some surprising facts about them.

Celeb-led businesses facing losses?

A new study by Storyboard 18 shows that most brands started by celebrities are losing money or having a tough time. Deepika Padukone’s skincare brand 82°E lost ₹25.1 crore in the first nine months of FY24. Virat Kohli’s brand WROGN also saw sales go down by 29%. Other brands like Shahid Kapoor’s Skult, Anushka Sharma’s Nush, and Sonam Kapoor’s Rheson are also selling less and losing popularity.

Ambika Sharma, Founder and Chief Strategist, Pulp Strategy says, “when a brand doesn't genuinely represent the celebrity's interests or seems like it's just there for quick gains, consumers pick up on that. Overexposure can also be a killer—if a celebrity endorses too many products, it dilutes their credibility and the brand's impact.”

Hrithik’s HRX and Katrina’s Kay Beauty stand out as the only brands making money.

But not all is bad for celebrity brands. Alia Bhatt’s Ed-a-Mamma saw its sales grow four times before being sold to Reliance Retail. Katrina Kaif’s Kay Beauty has 1.5 million customers thanks to its partnership with Nykaa and is expected to grow by 62%. The biggest success is Hrithik Roshan’s HRX, which has grown more than five times and recently earned over ₹1,000 crore.

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