Archive · 29 Nov 2025
Deepika Padukone's 82°E Faces Losses
Deepika Padukone started a skincare brand called 82°E in 2022.
The products were expensive, and people complained because the brand was new.
The brand didn't have a big company behind it to support its claims.
After 3 years, the brand has reduced the prices of some products.
Now, the cheapest product costs Rs 450, and the most expensive one is Rs 2,900.
The brand also introduced smaller versions of the products so people can try them out.
Reports say the brand has been losing money, around Rs 37 crore in 2 years.
The price changes might be to help the brand do better.
The brand is trying to increase revenue and reduce expenses to become profitable.
Deepika Padukone's skincare brand 82°E launched in 2022 with 12 products priced between Rs 1,200 and Rs 2,900.
The brand faced criticism for its high prices and lack of a parent company to back its claims.
After 3 years, 82°E has expanded to 14 products with a new price range of Rs 450 to Rs 2,900.
The brand introduced mini-versions of products to encourage customers to try them.
Reports indicate that 82°E has incurred losses of Rs 37 crore over 2 years, with Rs 12 crore in the current financial year.
- Who
- Deepika Padukone
- What
- Faces financial losses with her skincare brand 82°E
- When
- Current financial year
- Where
- India
- Why
- Due to high initial prices and market competition
Brand's Perspective
Critics' Perspective
Price Strategy
Brand's Perspective
The brand has reduced prices and introduced mini-versions to make products more accessible.
Critics' Perspective
Critics argue that the initial high prices and lack of a parent company backing were major drawbacks.
Financial Performance
Brand's Perspective
The management is taking efforts to increase revenue and reduce expenses to achieve profitability.
Critics' Perspective
Critics point out the significant financial losses as a sign of poor market performance.
- Brand
- 82°E
- Founder
- Deepika Padukone
- Launch Year
- 2022
- Initial Price Range
- Rs 1,200 - Rs 2,900
- Current Price Range
- Rs 450 - Rs 2,900
- Number of Products
- 14
- Reported Losses
- Rs 37 crore in 2 years
- Current Financial Year Losses
- Rs 12 crore
Sources
Deepika Padukone’s 82°E, which faced Rs 37 cr losses in 2 years, reduces price of products, most expensive product costs Rs 2900
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