IndyaStory | Business Desk
India’s biggest film stars are no longer just endorsing brands — they’re building them with a clear endgame. Recent deals involving Priyanka Chopra Jonas, Alia Bhatt and Deepika Padukone point to a growing pattern: celebrity-led ventures designed to scale quickly and attract acquisition by major retail platforms.
Reliance Retail’s acquisition of Anomaly, Priyanka Chopra Jonas’ haircare brand, is the latest example. Launched in 2021 in partnership with a global beauty incubator, the brand rapidly expanded in the US market and evolved into one of the leading names in celebrity haircare. With Reliance now set to scale it across its extensive omnichannel network — including Tira, AJIO, JioMart and a large offline presence — India becomes a key growth market.
This move follows Reliance’s earlier investment in Alia Bhatt’s kidswear label, Ed-a-Mamma, where it acquired a majority stake in 2023. The brand saw significant growth post-acquisition, demonstrating how distribution strength can accelerate a celebrity-led business.
At the same time, Nykaa is in discussions to acquire a controlling stake in Deepika Padukone’s skincare label 82°E. While the brand struggled with positioning and scale independently, the potential deal could provide access to Nykaa’s vast customer base and retail infrastructure — a critical advantage in a competitive beauty market.
The Strategy Behind Celebrity Brands
The model is increasingly clear. Celebrities bring what traditional businesses often spend years trying to build: visibility, consumer trust and immediate market attention. However, scaling a brand requires operational depth — supply chains, logistics, capital and retail reach — areas where large platforms dominate.
This creates a natural synergy. Founders build the brand narrative and identity, while conglomerates step in to scale distribution and profitability.
Why the Timing Works
India’s beauty and personal care market is expanding rapidly, with strong growth in e-commerce and quick commerce channels. For large players, acquiring a celebrity-backed brand offers faster entry and differentiation in a crowded space.
For celebrities, it provides a structured exit strategy — often at premium valuations compared to traditional startups.
A Global Playbook
This approach mirrors global trends. Internationally, celebrity brands have delivered high-value exits across industries, from beauty to beverages and telecom. The common thread remains consistent: strong personal branding paired with strategic partnerships or acquisitions.
Market analysis suggests that celebrity-driven brands often command higher valuations due to their built-in audience and cultural influence — making them attractive assets for large corporations looking to expand their portfolios.
The Bigger Picture
What’s unfolding in India is not случайность but a maturing ecosystem. Celebrity entrepreneurs are increasingly treating brand-building as a strategic business move rather than a side venture. The focus is shifting from long-term ownership to scalable growth followed by timely exits.
As more deals emerge, one thing is clear — in today’s market, fame is not just influence. It’s a monetisable asset, and when combined with the right distribution partner, it can turn into a powerful business engine.
