Deepika Padukone’s skincare brand 82°E reports ₹12.26 crore loss in FY25 as revenue drops 30%, despite efforts to cut expenses.
The skincare brand 82°E, owned by actor Deepika Padukone, is going through a difficult financial period. According to recently submitted data, sales for the most recent fiscal year significantly decreased. Even though the brand’s losses have decreased, the business has been losing money since its inception.
Deepika Padukone and her father, the legendary badminton player Prakash Padukone, are named as directors of 82°E, which operates under DPKA Universal Consumer Ventures Private Limited. The brand reported losses of ₹12.26 crore in FY 2024–25, combined with a significant drop in revenue, according to the company’s most recent filings with the Ministry of Corporate Affairs (MCA).
Revenue Drops by More Than 30% as the Business Reduces Expenses
The MCA records indicate that 82°E’s revenue fell by more than 30%, from ₹21.21 crore in FY 2023–24 to ₹14.66 crore in FY 2024–25.
As stated in its filing, “The management is continuously taking efforts to increase the revenue, reduce expenses to ensure it has a profitable track record.” The company acknowledged taking steps to minimize costs.
A sharp decline in marketing expenditures reflects this change. In 2024–2025, the skincare brand spent ₹4.4 crore, a 78% decrease from the previous year’s roughly ₹20 crore. The total amount spent also decreased dramatically, from ₹47 crore to less than ₹26 crore.
Profit is still unattainable, but losses have decreased.
In contrast to prior years, 82°E’s losses have decreased despite the drop in revenue. The company’s losses in FY 2023–2024 exceeded ₹23 crore, which is almost twice as much as it is now.
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The balance sheet seems to be stabilizing as a result of the spending cutback, but profitability is still elusive.
Competition and High Prices Present Difficulties
Established in 2021, 82°E is a high-end skincare brand with items starting at ₹2,500. However, the brand has had trouble being viable in spite of intensive marketing and Deepika’s significant online presence.
On the other hand, since its 2019 launch, fellow actor Katrina Kaif’s cosmetics brand, Kay cosmetics, has seen significant growth in both its customer base and financial results.
Deepika’s Upcoming Motion Picture Schedule
Regarding her acting career, Deepika is still juggling significant film commitments. Her upcoming film is King, in which she co-stars with Suhana Khan and Shah Rukh Khan. The Siddharth Anand-directed film is scheduled for release in April 2026.
After that, she will collaborate with Allu Arjun on director Atlee’s upcoming film, which is still pending a release date and is tentatively named AA22xA6.