Beyond the glitz and glamour of Bollywood, several Indian celebrities have ventured into entrepreneurship, proving that their influence extends far beyond entertainment. From fashion and skincare to hospitality and fitness, these celebrities have successfully built brands that cater to a wide audience, balancing fame with business acumen. Many of these brands have not only gained recognition but have also shown impressive growth in their respective industries.
Deepika Padukone – 82°E
Deepika Padukone, together with the cofounder Shazaam Mattoni, started 82°E, an ultra-luxurious skincare firm, in 2022. It is named after the 82.5° east longitude, India’s official meridian, to give credence to the brand being inherently Indian in character. 82°E specializes in holistic skincare and self-care, combining Indian plant-based ingredients with contemporary dermatological science. Its best-selling products are Ashwagandha Bounce, a stress-reducing moisturizer containing hydrating ashwagandha, and Patchouli Glow, a sunscreen serum providing SPF 40 protection with moisturizing patchouli oil. The brand is positioned as a high-end skincare brand, targeting consumers who want high-performance beauty products. Current performance: 82°E has gained popularity rapidly in India’s luxury skincare market, with a robust online presence and celebrity endorsements. The brand’s direct-to-consumer (D2C) model has helped it grow rapidly, and its global market expansion is on the cards soon.
Virat Kohli – One8 & Wrogn
Virat Kohli has managed to extend his reach outside of cricket with One8 and Wrogn, two companies that speak volumes about his love for fitness and fashion. One8, which was first introduced as a joint venture with Puma, has evolved into a multi-business brand covering sportswear, fragrances, fitness, and hospitality. The One8 Commune restaurant chain in cities such as Mumbai and Delhi serves a blend of international and Indian food. Moreover, the One8 fragrance line also offers quality perfumes featuring crisp and sporty fragrances. Fashion-wise, Kohli co-founded Wrogn, a casual wear brand appealing to young urban consumers. Popular for its edgy and modern designs, Wrogn has established a strong presence in India’s menswear market with trendy clothing appealing to millennials. Current performance: The two brands continue to fare well. One8’s sportswear segment has been experiencing good sales, courtesy of its tie-up with Puma, while Wrogn is one of India’s top youth fashion brands. One8 Commune’s foray into several cities indicates sustained growth in the hotel industry.
Priyanka Chopra – Anomaly Haircare & Sona
Priyanka Chopra has entered both the hospitality and beauty sectors with success through Anomaly Haircare and Sona, two of her entrepreneurial ventures. As a sustainable and eco-friendly brand, Anomaly Haircare was introduced in 2021 and aims to offer premium quality haircare products at reasonable costs. The brand prioritizes sustainability with 100% recycled plastic bottles and ingredient transparency, eschewing toxic chemicals such as sulfates and parabens. Along with beauty, Chopra also ventured into the food sector with Sona, a New York-based Indian restaurant that redefines Indian food for a global palate. The restaurant presents an upscale dining experience with new-age dishes like black truffle dosa and ghee roast lamb, merging traditional flavors with contemporary presentation. Current performance: Anomaly has emerged as one of the fastest-growing haircare brands in the US and India, being sold in major stores such as Target and Nykaa. Nonetheless, in early 2023, Priyanka Chopra revealed her departure from Sona, attributing it to her concentration on other ventures, though the restaurant remains operational.
Hrithik Roshan – HRX
Hrithik Roshan launched HRX in 2013 as India’s first indigenous fitness and lifestyle brand, driven by his own fitness experience. HRX provides an extensive line of activewear, shoes, and fitness programs, making fitness fashionable and accessible. The partnership with Myntra has enabled the brand to take over the athleisure market in India, emerging as a domestic rival to global players such as Nike and Adidas. Apart from fashion, HRX gyms and fitness programs online offer planned exercise routines, nudging individuals into an active and healthy lifestyle. The mission of the company resonates with Roshan’s belief in discipline, self-enhancement, and optimum performance. Current performance: HRX remains India’s activewear market leader, with more than 40% year-on-year sales growth. The brand has also introduced fitness training programs and fresh apparel collections, retaining robust industry momentum.
Alia Bhatt – Ed-a-Mamma
Alia Bhatt launched Ed-a-Mamma in 2020, a sustainable fashion company that sells clothes to children and pregnant women. The company focuses on eco-friendly clothing with organic materials and plastic-free packaging to reduce its carbon footprint. Ed-a-Mamma has become popular for its comfortable, fashionable, and environmentally friendly designs, in line with Bhatt’s cause of environmental sustainability. The company has grown rapidly, selling a wide variety of clothes while being devoted to sustainable fashion. Current performance: Ed-a-Mamma is now one of India’s top sustainable fashion brands. In 2023, Reliance Retail took a majority stake in the brand, further accelerating its growth and market penetration. The investment has enabled Ed-a-Mamma to ramp up production and move into new categories, such as women’s wear.
Suniel Shetty – FTC Talent & Wellness Ventures
Suniel Shetty diversified his business ventures with FTC Talent and investments in fitness and wellness businesses, positioning himself as an accomplished businessman. FTC Talent is an online talent-sourcing platform that connects budding actors, writers, and technicians to work in the Indian film industry. The portal tries to make talent scouting a democratic exercise by ensuring a level playing ground for those wanting to make an entry into Bollywood.
Aside from entertainment, Shetty has invested heavily in fitness and wellness companies, a testament to his enduring interest in health and wellness. His businesses aim to foster fitness culture and overall wellness, further solidifying his entrepreneurial credibility.Current performance: FTC Talent has earned a reputation for transforming the casting process of Bollywood, benefiting thousands of emerging artists. Simultaneously, Shetty’s investments in gyms and nutrition companies keep growing in India’s expanding wellness sector.
Conclusion
From beauty and style to wellness and hospitality, these Indian stars have managed to create consumer-relevant brands. Their businesses reflect their business sense, strategic thinking, and capacity to extend their influence outside their core professions. Several of these companies have demonstrated dramatic growth, raised large investments, and diversified into new geographies, demonstrating that celebrity-backed brands can sustainably succeed.
