In India, celebrity-led brands are everywhere. From beauty and fashion to wellness and kidswear, nearly every major Bollywood star now has a business. Katrina Kaif launched Kay Beauty, Deepika Padukone introduced 82°E, Kriti Sanon owns Hyphen, and Alia Bhatt created Ed-a-Mamma.
But while these celebrity ventures generate buzz, most of them struggle to grow or turn profitable. Their journey highlights a deeper truth about Indian entrepreneurship — fame creates attention, not sustainability.
Fame Gets Attention, But Not Retention
Most celebrity brands start with one core belief — if people love the celebrity, they’ll buy the brand. That logic helps them grab quick attention but fails to ensure repeat purchases.
Take HRX by Hrithik Roshan, for example. When it launched, few expected it to thrive. But by combining brand visibility with strong product quality and reliable operations, HRX crossed ₹1,000 crore in annual revenue.
In contrast, Deepika Padukone’s 82°E faced early challenges. Despite heavy promotion and a loyal fan base, the brand continues to report losses due to premium pricing and intense competition. The key message for entrepreneurs?
Visibility gets you trial. Value brings customers back.
Why Indian Consumers Value Function Over Fame
Indian buyers are value-driven. They appreciate celebrity association but will not overpay for it.
For instance, Kay Beauty succeeded because it understood its audience — affordable pricing, inclusive shades, and products suited to Indian weather. On the other hand, 82°E priced itself at mid-premium levels, where several strong skincare alternatives already existed.
When consumers compared quality and cost, many opted for better-value competitors. It proved that celebrity clout can’t replace product relevance.
When Celebrity and Brand Identity Align
Authenticity matters. Brands work best when the product feels like a natural extension of the celebrity’s persona.
That’s why HRX resonated — Hrithik Roshan is synonymous with fitness and discipline, making the brand feel genuine.
In contrast, ventures like Rheson (Sonam & Rhea Kapoor) or Skult (Shahid Kapoor) failed to carve a strong emotional identity because the connection between the celebrity and the product wasn’t clear or meaningful.
When alignment feels forced, the audience senses it — and loyalty disappears.
Marketing Creates Buzz, But Operations Build Businesses
Many celebrity ventures focus heavily on marketing but neglect core business systems. A glossy campaign may sell the first batch, but without solid supply chains, efficient operations, and quality control, repeat customers are hard to retain.
Real growth happens behind the scenes — through distribution, pricing, and performance consistency.
Repeat Purchase Depends on Product Value
Star power drives first-time buyers, but repeat purchase is earned through experience. If the product doesn’t deliver on its promise, the brand fades quickly — no matter how famous the face behind it.
Brands like Nush and YouWeCan had the initial hype but failed to maintain loyal customers due to average product performance and limited differentiation.
The HRX Blueprint: Scaling With Substance
Among celebrity-led ventures, HRX stands out as a benchmark. It didn’t rely solely on Hrithik Roshan’s fame. The brand built:
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Quality products that fit customer needs
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Value-driven pricing
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Strong retail and online distribution
That combination helped HRX transform from a celebrity label into a trusted fitness lifestyle brand.
Meanwhile, others like 82°E continue to navigate profitability challenges, showing how difficult India’s retail landscape can be — even for stars with massive fan bases.
Key Lessons for Indian Entrepreneurs
Here’s what business owners can learn from these celebrity brand stories:
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Attention isn’t a moat – Awareness is easy; retention is earned.
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Authenticity matters – Align your brand with your real identity or values.
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Operations win long term – Supply chain, pricing, and quality sustain success.
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Test for value early – Customers won’t pay more unless they clearly see more.
In short, marketing builds curiosity — value builds legacy.
The Future of Celebrity Businesses in India
The next decade will likely bring smarter celebrity ventures. Rather than standalone vanity projects, stars will collaborate with experienced operators and D2C experts.
Hybrid models — where celebrities co-found or invest alongside seasoned entrepreneurs — will dominate. Consumers will demand both quality and fair pricing, and only those who deliver both will thrive.
Final Thought: Attention Is Temporary, Value Is Permanent
The rise and fall of celebrity brands offer a powerful lesson for all Indian entrepreneurs. Fame can open doors — but fundamentals keep them open.
True business growth comes from solving real problems for customers, offering genuine value, and building trust beyond the spotlight.
Whether you’re a celebrity or an emerging founder, the rule remains the same —
“Attention fades. Value endures.”
Ankitt Yadu is the Editor at Entrepreneur News Network and TVW News India, where he leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape.