Deepika Padukone’s skincare brand, 82°E, has reported a sharp dip in revenue along with continued losses for the financial year 2024-25, according to its latest filings with the Ministry of Corporate Affairs. The brand, operated by DPKA Universal Consumer Ventures Pvt Ltd — where Deepika Padukone and her father Prakash Padukone serve as directors — said it is actively cutting costs to improve profitability.
The company recorded a loss of Rs 12.26 crore in FY25, which is an improvement compared to the Rs 23.4 crore loss reported in FY24, as per Tracxn data. However, revenue dropped by more than 30 per cent, falling from Rs 21.21 crore in FY24 to Rs 14.66 crore in FY25.
To manage the financial strain, 82°E has reduced its spending significantly. The total expenditure fell from Rs 47.1 crore in FY24 to Rs 25.9 crore in FY25. Marketing expenses saw the biggest drop, decreasing from nearly Rs 20 crore to Rs 4.4 crore, indicating a major pullback in customer acquisition efforts after last year’s push failed to deliver long-term results.
While the drop in revenue remains a concern, the reduction in losses brings a small positive sign. In its filings, the company stated that the management is continuously working to increase revenue and reduce expenses to build a profitable track record.
