New Delhi: Deepika Padukone’s luxury skincare brand 82°E, launched in 2022, faces tough times with reported losses of Rs 37 crore over two years. Critics slammed its high prices from the start, calling them too steep for a new brand without big backing.

Now, the company has cut prices and added cheaper mini sizes to lure budget-conscious buyers. But will this save the celeb-backed venture? Read to know the full story on price drops, product changes, and expert views.

Deepika Padukone started her skincare line 82°E in 2022 without tying up with any big parent company to support its claims. Right from launch, people criticised the high costs of its 12 products, priced from Rs 1,200 to Rs 2,900, even though similar premium brands charge alike. Many felt a new brand like this had not yet proven its worth to demand full prices from customers.

Three years on, 82°E has updated its strategy with 14 products now priced between Rs 450 and Rs 2,900. The brand added mini-versions to let people try items cheaply before buying full sizes. For example, the Ashwagandha Bounce moisturiser comes in a 15 ml mini for Rs 960 and a 50 ml full for Rs 2,700. Another, Sandalnut Bloom moisturiser, sells 15 ml for Rs 670 and 50 ml for Rs 2,700.

The priciest item remains Bakuchiol Slip face oil at Rs 1,500 for a 15 ml mini and Rs 2,900 for a 30 ml full. In the men’s range, the brand dropped its cleanser but kept the moisturiser at Rs 2,400 for 50 ml. Body care and body milk both cost Rs 2,500 for 240 ml each.

Reports show 82°E posted losses of Rs 25.1 crore last year alone, adding to total hits of around Rs 37 crore. Yasin Hamidani, director at Media Care Brand Solutions, commented on celebrity brands in a Financial Express report: “Star appeal may drive trial but not repeat purchase if the product lacks value”. It added, “Indian consumers are extremely value-conscious. Unless the product justifies its price through superior quality or innovation, this strategy backfires”.

These moves show 82°E fighting back, but success depends on proving real value to price-savvy Indian shoppers.