Actor Deepika Padukone’s skincare brand, 82°E seems to be in a not-so-good position financially. The brand is reportedly facing losses and a reduction in revenue, as per the company’s latest filings. The company said they are trying to reduce expenses to increase profitability; however, apart from a reduction in losses, there haven`t been many improvements.
Deepika Padukone`s 82°E records loss
82°E operates under the legal entity DPKA Universal Consumer Ventures Private Limited, which lists Deepika and father Prakash Padukone as its directors. According to the latest filings to the Ministry of Corporate Affairs, the company stated that 82°E witnessed losses of Rs 12.26 crore in the financial year 2024-25. The filings also highlighted that the revenue of the company has also dropped by over 30 per cent from Rs 21.21 crore in 2023-24 to Rs 14.66 crore in 2024-25.
However, the only ray of hope for the company is that the loss has reduced from the previous financial year. In 2023-24, Deepika`s company suffered losses of over Rs 23 crore, which has been reduced to Rs 12.6 crore.
In the MCA filings, the company mentioned a pullback in expenditure. 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 also reduced from Rs 47 crore to under Rs 26 crore.
About 82°E
Deepika had launched the luxury skincare brand named 82°E in 2021. The brand features a diverse range of products priced at Rs 2500 and upwards. Despite their marketing efforts and Deepika’s substantial social media presence as well as popularity, the brand has not been able to turn a profit since its launch. In contrast, Katrina Kaif’s Kay Beauty, which launched in 2019, has witnessed a massive surge in sales as well as profits in recent years.
On the film front, Deepika will be next seen in Shah Rukh Khan-starrer, King. Directed by Siddharth Anand, the film also features Suhana Khan alongside a ensemble cast. Deepika will then be seen with Allu Arjun in Atlee’s next untitled film, tentatively called AA22xA6.