1. The Numbers: Revenue Down, Losses Continue
- In FY 25, 82°E’s revenue fell to ₹14.7 crore, compared with around ₹21.2 crore in the previous year — a drop of about 30%.
- The brand posted a net loss of ₹12.26 crore in FY25.
- This is still a heavy loss — though better than FY24, when the brand reportedly lost over ₹23 crore.
2. What the Company Did: Cost-Cutting & Withdrawal of Big Marketing Push
- In FY25, total expenses were ₹25.9 crore, sharply down from ₹47.1 crore in FY24.
- Marketing spend was trimmed drastically: from nearly ₹20 crore in FY24 to just ₹4.4 crore in FY25.
- This indicates that after an aggressive marketing push failed to translate into sustainable sales, 82°E pulled back significantly on customer-acquisition spending.
3. Brand Positioning & Market Reality — Why 82°E Faces Trouble
- 82°E markets itself as a “mid-premium / luxe-aspirational skincare brand”, with products priced roughly between ₹2,500 and ₹4,000.
- But the indian skincare and beauty market — especially in that price segment — is very crowded. There are many aggressive direct-to-consumer (D2C) brands offering similar or lower-priced products, which makes competition intense.
- Experts argue that for celebrity-backed brands, star appeal gives instant attention, but sustained success depends on product value, quality, distribution and pricing beyond the celebrity name.
4. Celebrity Branding Isn’t Enough: Broader Lessons from 82°E’s Performance
- 82°E isn’t alone; several celebrity-led fashion or beauty ventures have struggled, despite the hype and initial attention.
- According to analysts: “Star appeal may drive trial, but not repeat purchase if the product lacks value.”
- Consumers in india — especially in mid-premium segments — are value conscious. If a product doesn’t stand out (in quality, results, distribution, or price), many are likely to move on — regardless of who owns the brand.
5. What This Means for 82°E’s Future (and For Celebrity-Owned Brands)
- The heavy losses and revenue decline suggest 82°E needs a rethink — possibly new strategy: better pricing, improved product quality, or stronger distribution.
- Cutting marketing spend may help reduce losses — but without renewed focus on product value or differentiation, growth remains uncertain.
- For other celebrity-owned ventures: 82°E’s troubles are a reminder that celebrity association alone doesn’t guarantee long-term success. Product-market fit, consistent quality and brand value matter more.
6. Quick Recap: What’s Gone Wrong (And What Could Have Been Done Better)
Issue
What Could Work Better
Over-reliance on celebrity image & marketing hype
Stronger focus on product formulation, effectiveness, pricing suited to indian buyers
High prices in a competitive mid-premium segment
Competitive pricing, regular feedback-based product updates
Marketing-heavy strategy with poor conversion
Balanced marketing + good distribution + consumer trust
Lack of distinct brand identity vs many D2C rivals
Clear brand positioning — niche or unique USP (e.g. ingredient, sustainability, value)
Disclaimer:
The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any agency, organization, employer, or company. All information provided is for general informational purposes only. While every effort has been made to ensure accuracy, we make no representations or warranties of any kind, express or implied, about the completeness, reliability, or suitability of the information contained herein. Readers are advised to verify facts and seek professional advice where necessary. Any reliance placed on such information is strictly at the reader’s own risk..jpg)
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