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Deepika Padukone’s skincare brand, 82°E
Actor Deepika Padukone’s skincare brand, 82°E, is reportedly facing losses and a reduction in revenue, as per the company’s latest filings. The company said about trying to reduce expenses to increase profitability.
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82°E operates under the legal entity DPKA Universal Consumer Ventures Private Limited, which lists the actor and her father, Prakash Padukone, as its directors.
According to the latest filings to the Ministry of Corporate Affairs, 82°E witnessed losses of Rs 12.26 crore in the financial year 2024-25.
The filings also indicated the revenue drop of the company by over 30 per cent from Rs 21.21 crore in 2023-24 to Rs 14.66 crore in 2024-25.
The company had posted a net loss of Rs 23.4 crore in FY24, according to Tracxn data.
DPKA Universal Consumer Ventures Private Ltd, a legal entity to 82°E, said in the filing that the company is eliminating costs and ramping up sales efforts to return to profitability.
The company spent Rs 25.9 crore in FY25, which is a sharp fall from Rs 47.1 crore the previous year, but still far higher than its current revenue.
Marketing spends fell steeply to Rs 4.4 crore from nearly Rs 20 crore in FY24, data shows, suggesting the brand pulled back aggressively on customer acquisition after its FY24 push did not convert into sustainable revenue.
However, the only ray of hope for the company is that the loss has reduced from the previous financial year.
In 2023-24, the Deepika-backed skincare startup suffered losses of over Rs 23 crore, which have been reduced to Rs 12.6 crore. 82°E mentioned a pullback in expenditure in the MCA filings. The company's statement read, “The management is continuously taking efforts to increase the revenue, reduce expenses to ensure it has a profitable track record."
In 2024-25, the company’s market expenditure reduced to just Rs 4.4 crore from Rs 20 crore in the previous year, indicating a steep 78 per cent drop. The overall expenditure has also fallen from Rs 47 crore to under Rs 26 crore.