MUMBAI – Bollywood star Deepika Padukone’s skincare venture, 82°E, continues to struggle financially despite efforts to cut costs and boost sales, according to the company’s latest filings.
Read More: Deepika Padukone praises Brad Pitt’s comeback role in ‘F1: the movie’
The DPKA Universal Consumer Ventures Private Limited, owned and managed by Deepika and her father Prakash Padukone, reported losses of ₹12.26 crore for the 2024–2025 fiscal year. While this is an improvement from the previous year’s loss of over ₹23 crore, revenue dropped significantly from ₹21.21 crore in 2023–2024 to ₹14.66 crore in 2024–2025, a decline of more than 30%.
#DeepikaPadukone skin care brand 82°E is running into losses as per latest MCA filings. In contrast, competitor Kay Beauty (#KatrinaKaif) has seen steady growth and profits.
82°E has reported ₹12.26cr in losses for FY 2024–25. The company’s revenue fell sharply by over 30%,… pic.twitter.com/N8tvhRhE4r
— Movie_Reviews (@MovieReview_Hub) November 27, 2025
The filings also show a sharp decrease in marketing expenses, which fell by 78% to ₹4.4 crore in 2024–2025 from ₹20 crore in the prior fiscal year. Total spending decreased from ₹47 crore to just under ₹26 crore, highlighting the company’s cost-cutting measures.
View this post on Instagram
82°E, launched in 2021 as a high-end skincare line, offers products priced up to ₹2,500. Despite Deepika Padukone’s significant social media influence and multiple marketing campaigns, the brand has yet to achieve profitability.
Industry analysts note that the brand’s struggles stand in contrast to Katrina Kaif’s Kay Beauty, which has consistently grown in sales and reported substantial profits since its 2019 launch.
Read More: Deepika makes first public appearance with daughter Dua
In a statement to the Ministry of Corporate Affairs, the company emphasized its focus on increasing revenue and reducing expenses to achieve a profitable track record. However, with sales continuing to decline, 82°E faces an uphill battle to establish itself in India’s competitive beauty and skincare market.