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Why Katrina’s Kay Beauty Hit ₹200 Cr While Deepika’s 82°E Lagged Behind

When two Bollywood queens launch beauty brands, one might expect them to ride the same success wave. But in the growing ₹25,000 Cr influencer-led retail economy, product-market fit trumps celebrity status. Katrina Kaif’s Kay Beauty has crossed ₹200 Cr, while Deepika Padukone’s 82°E hovers around ₹25 Cr. Why the massive gap? The answer lies in marketing psychology, strategic execution, and understanding Indian consumer behavior.

Understanding Katrina’s Winning Strategy:



Katrina didn’t just launch makeup—she launched Indian-first beauty. Her Kay Beauty line focused on:

  • Inclusivity: Offering shades suited to deeper Indian skin tones, often ignored by legacy brands.

  • Affordability: Price points around ₹299 made it accessible to India’s middle-class and mass-market consumers.

  • Monsoon-Proof: Smart R&D to create waterproof and smudge-proof products ideal for India’s humid and rainy weather.

  • Strong Distribution: Kay Beauty’s exclusive partnership with Nykaa ensured visibility, credibility, and seamless delivery nationwide.

She also nailed the 7 Ps of marketing:

  • Product: Well-researched and inclusive.

  • Pricing: Mass-market friendly.

  • Place: Leveraged India’s top beauty marketplace.

  • Promotion: Tied with Nykaa’s marketing muscle.

  • Packaging: Insta-worthy and elegant.

  • POS: Every Nykaa outlet had her glowing face.

  • Positioning: Affordable luxury for the Indian girl-next-door.

Deepika’s 82°E – Premium Vision, Niche Execution:

Deepika’s brand took the wellness-luxury route:

  • Products start at ₹2500, narrowing the potential consumer base.

  • The focus on a D2C model required heavy spending on paid discovery.

  • Positioned against global giants like Estée Lauder—tough, even for a Padukone.

  • The brand lacked retail partnerships or shelf presence in India’s leading beauty stores.

In a country as diverse and value-conscious as India, your celebrity halo can only take you so far. Katrina decoded the Indian consumer, while Deepika tried to introduce them to a new category. Both carved their niche, but when it comes to mass market dominance, Katrina’s Kay Beauty wins by a long lash.

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