Deepika Padukone’s 82°E cuts prices as losses cross ₹37 crore over two years

Deepika Padukone’s beauty and wellness brand 82°E is undergoing a strategic reset after posting over ₹37 crore in accumulated losses since launch.

According to filings with the Ministry of Corporate Affairs, the company behind 82°E — DPKA Universal Consumer Ventures Pvt. Ltd. — reported a net loss of approximately ₹12–12.3 crore in FY25. This marks an improvement from ₹23 crore in FY24, but the brand still remains far from profitability. This indicates weakening demand, despite the brand’s high-profile endorsements and marketing visibility.

To manage cash burn, the company slashed its expenses:

• Total spending reduced from ₹47 crore to under ₹26 crore
• Marketing cost cut by nearly 78%, falling from ₹20 crore to just ₹4.4 crore

Pricing Reshuffle

82°E, launched with products priced primarily between ₹1,200 and ₹2,900, is now expanding downward to appeal to more price-conscious buyers.

The brand’s catalogue has grown to 14 products, with prices now starting as low as ₹450. This includes newly introduced mini sizes, which significantly lower the entry barrier for first-time users.

The brand has not yet reworked its men’s care segment. The moisturiser and body-care products remain, priced around ₹2,400–₹2,500.

The introduction of smaller sizes is a strategic move: consumers in India are willing to try new brands, but repeat purchases only happen if efficacy meets expectations. The lower-price options let users sample products without paying premium rates upfront.

Why the Brand Is Struggling Despite Star Power

82°E’s early visibility was hard to miss — Deepika Padukone’s own global influence sparked immediate interest. But celebrity-led D2C brands face a tougher path than ever, especially in the crowded beauty and skincare space.

With a saturated mid-premium market crowded with Plum, Minimalist, Dot & Key, mCaffeine, increasingly value-driven Indian consumers, look for strong product outcomes before committing to premium pricing.

The narrowing of losses suggests the brand is attempting to recalibrate. The shift toward lower pricing, and reduced marketing expenditure signals a conservative rebuild aimed at improving conversion and retention.

For now, 82°E appears to be entering its most critical phase yet: balancing brand identity, affordability, and product performance in a marketplace that has little room for missteps.