MAM
Mindshare sets up GEMS, promotes Deepika Nikhilender as CEO
MUMBAI: Mindshare has launched a new full service media unit in Singapore called Growth and Emerging Market Solutions or GEMS, with Deepika Nikhilender as its CEO.
GEMS will serve the needs of a number of companies who use Singapore and other Asian cities as their central marketing hubs for managing their emerging and developing growth markets across Asia, Middle East, Africa and others. GEMS will provide marketers who have responsibility for these regions with a broad spectrum of services including emerging class consumer activation, mobile marketing, category communications planning, ROMI, digital analytics, consulting, content development and management of quick data for insights. As specific sub-regional needs from clients grow, Mindshare will look to support the GEMS Singapore hub with talent based in China, India, Middle East, Africa and other developing markets.
GEMS provides a simplified single-window access to clients looking for specialist planning skills and implementation partners in all the areas of marketing communications described above. It will house a team of client leaders along with specialists in these service areas who will help develop solutions for clients. GEMS is designed to be an open-source partner to its clients. It will bring in bespoke planning platforms and a real-time campaign data-tracking centre, which will facilitate open-source collaboration with various marketing communications partners to develop integrated marketing solutions. These partner companies will focus on word-of-mouth, activation, insights, data analytics and technology, and digital media – like Kantar, Geometry Global, Advocacy, VML and several others. In addition, GEMS will harness global partnerships with digital and mobile companies that Mindshare already has in place.
Deepika Nikhilender previously led Mindshare Business Planning across Asia Pacific where she led and developed Mindshare’s offering in analytics, insights, strategy and data and technology solutions. She brings extensive experience on multiple product categories across Asia. In 2010 she was chosen Regional Client Leader for Mindshare APAC as recognition of her contribution to clients. In this role, Deepika will report to R Gowthman, recently appointed COO for Mindshare APAC. Deepika has been with Mindshare for 15 years.
Deepika said, “At Mindshare, we have always kept our clients’ business at the centre of all that we do. Their expectations from Mindshare have also changed significantly in response to the changing marketing and media opportunities. We continue to evolve ourselves to stay ahead of market, while ensuring we stay relevant and competitive. Thanks to our clients who keep pushing us to raise the bar, inspiring us to open up new streams and encouraging us in all our new initiatives.”
Ashutosh Srivastava, Chairman & CEO for APAC & Growth Markets at Mindshare, said “GEMS is part of an exciting new approach, using technology to create centres of excellence at a few hubs, look at data centrally and share precious talent across more markets when developing solutions. Hopefully this model will enable clients to use all their partners more collaboratively – to create more impactful solutions and drive growth, in markets where lack of experienced talent is currently a huge handicap. We are going to run GEMS like a start up – data and tech driven, fast and flexible, provocative and founded on collaboration, with ability to dial up and down for clients without tying up massive resource for clients.”
Mindshare Asia Pacific’s GEMS unit and Deepika’s role are effective immediately.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
