Deepika Padukone-backed skincare brand 82°E has reported a huge decline in revenue for FY2025. As per the latest filing, revenue fell to Rs. Down from Rs 14.7 crore. Last year Rs 21.2 crore.
Deepika Padukone’s skin care brand 82°E’s revenue falls to Rs 14.7 crore, loss Rs 12.26 crore
The good thing is that the net loss has reduced considerably. Whereas the company had suffered a loss of Rs 1,000 crore. Rs 23.4 crore in FY24, reduction reduced to Rs 12.3 crore in FY25.
The financial statements show that the total expenditure in FY25 was Rs. A huge cut of Rs 25.9 crore. A year ago it was Rs 47.1 crore. In particular, marketing expenses were drastically reduced to Rs. Approximately Rs 4.4 crore. 20 crore in FY24. This suggests that 82°E deliberately pulled back customer-acquisition efforts because its previous heavy marketing efforts failed to translate into sustainable revenue.
The brand could not survive the downturn despite leveraging Deepika’s extensive social-media presence with the actress sharing personal experiences while promoting the products.
82°E positions itself as a “luxury” skincare brand, offering products in the mid-premium range of Rs 2,500 to around Rs 4,000, but below the sector dominated by established luxury players like Estée Lauder.
In a highly competitive market where both emerging direct-to-consumer brands and long-standing luxury labels vie for customers, 82°E now aims to further cut costs and increase sales efforts to return to profitability. The company has indicated this in its latest filing.
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