When Hrithik Roshan launched HRX in 2013, few anticipated that an Indian celebrity-led athleisure label could rival global giants like Nike and Puma. Fast forward to 2025, and HRX is now generating revenues exceeding Rs 1,000 crore, serving as a compelling case study on how star-driven ventures can thrive when grounded in authenticity and quality. In stark contrast, Deepika Padukone’s 82°E reported losses of Rs 25.1 crore last year, highlighting a harsh reality: over 80% of celebrity-owned brands in India struggle to survive.
The allure of instant recognition and star power remains irresistible. “Celebrity-led branding has a purpose, and the purpose is to attract the widest number of eyeballs,” explains Harish Bijoor, a brand strategy expert. “A celebrity generates awareness beautifully at first instance. But does it translate into much more? Not really. That’s where most fail.”
### Fame Fades, Products Endure
The failures in the celebrity brand landscape often outnumber the successes. Anushka Sharma’s Nush apparel label has seen a significant revenue decline, with Tracxn data indicating earnings of just Rs 1.04 crore as of March 31, 2024. Similarly, Salman Khan’s Being Human, which once thrived on charity-driven hype, now struggles with stagnation, reporting Rs 1.51 crore in revenue as of March 2023, a stark contrast to its net profit of Rs 20.02 crore in FY2017.
“Star power drives trial,” says Ambika Sharma, founder and chief strategist at Pulp Strategy. “Sustained success relies on product quality, customer experience, and effective distribution. If the formula, finish, or service disappoints, repeat purchases dwindle, regardless of the founder’s fame.” This was the downfall of Deepika Padukone’s fashion brand, All About You, which failed to establish a strong foothold in the saturated apparel market, ultimately leading to its acquisition by Myntra.
Consumers and industry experts hold celebrity-founded brands to a higher standard than mere endorsements. “A founder implies skin in the game,” Sharma notes. “They expect authenticity, expertise, and accountability, not just a face on a billboard.” The list of celebrity ventures that have stumbled is extensive, including Shahid Kapoor’s Skult, Yuvraj Singh’s YouWeCan, and Sonam Kapoor-Rhea Kapoor’s Rheson, all of which failed to carve out a distinct identity in the competitive apparel and lifestyle market.
### When It Works
Yet, there are notable successes that provide valuable lessons. Katrina Kaif’s Kay Beauty has emerged as India’s leading celebrity beauty brand, achieving profitability and consistent sales growth through a focus on unit economics, strong product identity, and a partnership with Nykaa. Alia Bhatt’s Ed-a-Mamma executed a strategic play, establishing credibility in kidswear before being acquired by Reliance for Rs 300 crore.
The common thread among these successes is alignment. “Alignment matters a lot,” Sharma emphasizes. “If the celebrity’s values and lifestyle do not fit the category, the brand struggles to earn trust.” Roshan’s HRX aligns seamlessly with his fitness persona, while Kaif’s Kay Beauty resonates with her carefully curated image of glamour and substance. MS Dhoni’s Seven, though understated, thrives because it reflects his athletic discipline authentically.
A new wave of hybrid celebrity-led brands is emerging, where the star acts as a co-founder rather than the operational driver. For instance, Hyphen, co-founded by Kriti Sanon alongside industry professionals, reported Rs 7.53 crore in revenue from operations in FY24, its first significant topline year. This model allows celebrity clout to generate awareness while experienced founders manage supply chains, product development, and distribution.
Globally, brands like Selena Gomez’s Rare Beauty, valued at over $2 billion with $350 million in sales in 2023, Kim Kardashian’s Skims, which surpassed $500 million in revenue by 2023, and Dwayne Johnson’s Teremana Tequila, which sold over 1 million cases in 2023, exemplify the potential for celebrity-led brands when executed effectively.
### The Weak Spots
However, structural weaknesses persist in many celebrity ventures. Yasin Hamidani, director at Media Care Brand Solutions, points out that while star appeal may drive initial trials, it does not guarantee repeat purchases if the product lacks value. “Distribution depth, supply chain efficiency, pricing strategy, and digital-first marketing are crucial for scalability,” he notes. Yet, many brands overemphasize hype while under-investing in operations.
Pricing missteps also pose significant challenges. Many celebrity labels assume that fans will pay a “star tax.” “Indian consumers are extremely value-conscious,” Hamidani explains. “Unless the product justifies its price through superior quality or innovation, this strategy backfires.”
Reputational risks loom larger for celebrity-led brands. Unlike endorsements, where brands can easily switch ambassadors, a celebrity-led brand is inextricably linked to the founder’s image. A public controversy can severely damage consumer sentiment, leaving the brand vulnerable.
This trend is not unique to India. In Hollywood, Kevin Hart’s Hart House closed all four outlets by 2024, Jennifer Lopez’s JLo Beauty was removed from Sephora in 2024, and Kylie Jenner’s Glow drink fizzled out by 2024.
### So, Why Do Celebrity Brands Fail?
In India, many celebrity-led brands are built with a star-first, product-second mentality. Hamidani notes that “teams are often marketing-heavy but weak on product innovation, R&D, and supply chain depth.” In some instances, marketing agencies are engaged without compensation, receiving only credit for their association with a celebrity-owned label. “Building an FMCG or D2C brand isn’t like producing a movie. It requires manufacturing partnerships, distribution muscle, retail tie-ups, and pricing discipline,” he asserts, areas where long-term focus is often lacking.
Consequently, many ventures are treated as side projects or quick monetization plays, with limited founder involvement. “Without deep founder involvement, even a good team struggles to deliver sustainable results,” Hamidani adds.
Experts suggest that pricing strategies are frequently misaligned with consumer realities, as products are sometimes overvalued under the assumption that star appeal will compensate. Indian consumers, being highly value-driven, tend to compare celebrity brands against established players offering better price-quality ratios.
The contrast is stark: Alia Bhatt’s Ed-a-Mamma succeeded due to strong retail and supply partnerships and affordable pricing, while Salman Khan’s Being Smart smartphones failed to gain traction due to a lack of distribution strength against competitors like Xiaomi and Samsung.
### Beyond the Hype
The lessons from India’s celebrity brand boom are clear: fame can ignite interest, but substance is what sustains it. Brands that endure, like HRX and Kay Beauty, combine authentic alignment, strong governance, and product-led scaling. Those that falter, such as 82°E, Being Human, and Nush, often mistake celebrity for strategy.
As Sharma succinctly puts it: “Fame is an accelerant. Without fundamentals, it also accelerates fallout.”
