In a significant development for the Bollywood industry, Deepika Padukone’s production house, 82°E, is set to embark on a journey of category and channel expansion.
This strategic move aims to diversify and broaden the entertainment offerings, marking a new era for 82°E.
Deepika Padukone, known for her prowess both in front of and behind the camera, is steering 82°E towards uncharted territories. The production house is gearing up to expand its horizons by delving into new categories within the entertainment industry.
Jigar Shah, the co-founder of 82 said in an interview with ETRetail- Deepika Padukone’s skincare brand 82°E aims to focus on expanding its product offerings across categories, enhance its presence across marketplaces and offline channels, and foray into new geographies.
Sharing the company’s plan of action for 2024, Shah said, “We are seeing growth in 2024 happening across 3 areas – adding more products, channel expansion, both online and offline, and geography expansion, globally.” (here) He also added- that for geography expansion, the company is in conversation with large players for a deeper presence in a couple of geographies. Presently, the US, Singapore, and Australia are the top 3 countries for the brand.
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Channeling Success:
A crucial aspect of 82°E’s strategy involves channel expansion. Deepika Padukone recognizes the power of diverse platforms to reach a wider audience, and therefore, the production house is actively working on launching new channels to cater to different demographics. The startup exclusively generates all its sales through its website.
Shah asserted that 82°E conducted global sales and shipped products to 50 countries last year. In the Indian market, the brand predominantly achieves a substantial portion of its sales from metropolitan areas. Added- “We sell everywhere in India, in tier 1, 2, and 3 cities and even in smaller cities.” He is anticipating an expansion in acceptance, especially in tier 2 and 3 cities, as the brand evolves and matures.
Deepika Padukone, as the driving force behind 82°E, envisions a holistic entertainment conglomerate. The vision goes beyond conventional boundaries, aiming to create a brand that connects with audiences on a personal level, transcending the traditional confines of the entertainment industry.
Declining to disclose specific revenue figures for the brand, Shah mentioned that the company’s repeat rates for its initial products have surged from 20-25 percent to an impressive 60 percent, “…this gives us validation about our products working and the acceptance of our products working and the acceptance of our products,” he said.
Diversifying its offerings, 82°E has ventured into the body care category. Discussing the recent launch, Shah highlighted that the products are meticulously crafted with a scientific approach to body care and showcase innovative technology.
Deepika Padukone Instagram:
Deepika Padukone consistently shares updates on her Instagram, featuring glimpses into her lifestyle and recent ventures. In her latest posts, she unveiled several photos and videos showcasing her new product line. Just yesterday, Deepika posted a video highlighting the benefits of her brand’s body care products. The video began with a presentation of the body cleanser (Apple and Panthenol), followed by a showcase of the Body Milk (Coconut and Ceramides SPF 20 PA++). Her vibrant presence in the video reflected a refreshing and lively persona. She chose the caption- I am thrilled to announce that 82°E is expanding! Introducing ‘Body Care’ by 82°E!
This one is for All Skin Types, featuring a Gel Body Cleanser and Body Milk with SPF 20 PA++. Our multi-tasking Body Milk keeps your skin hydrated and protected, and leaves no white cast.” (here)
Deepika Padukone’s 82°E is poised for a transformative journey, embracing new categories and expanding its channel portfolio. This strategic move reflects a commitment to delivering content that goes beyond the ordinary, bringing entertainment that is not only captivating but also authentic to diverse audiences. As 82°E sets its sights on the future, the Bollywood industry eagerly awaits the unfolding of this exciting chapter in entertainment history.
Published by HOLR Magazine.