Brands
Boat & Cult.Fit join hands to launch all new home workout program ‘Fitness Xtended’
Mumbai: Leading lifestyle & fitness brands boAt and cult.fit have joined hands to launch a first-of-a-kind at-home workout program, Fitness Xtended.
The six-week programme is a combination of yoga, strength and conditioning exercises, and HIIT workouts curated by some of the most popular fitness & lifestyle coaches, including Suvini Mehra, Naveen Sharma, Carolyn Theresa Simon, and Niran Ponnappa.
This partnership emphasises the beauty of performing fitness along with accurate tracking and the impact that it can have when done together.
The programme provides exclusive fitness videos on boAt’s crest app that can be accessed by anyone who owns select boAt smartwatches. The content is also available on the cult.fit app.
The programme includes two phases of three weeks each and will cover 24 sessions over six weeks. Going forward, both brands plan to come up with more unique content and initiate various promotional activities on digital under the ‘Fitness Xtended’ campaign to reach a larger audience.
Expressing his thoughts about the partnership, cult.fit growth and business head Naresh Krishnaswamy said. “We have always emphasised the importance and value of fitness. To bring about a shift in people’s attitude towards fitness and make India a healthier country, we are happy to engage with our audience in creative ways. This partnership with boAt is a new approach to influencing people about fitness, with the power of accurately tracking vitals, so each of us can understand our unique bodies better and find the best way to stay fit and healthy.”
Adding to it, boAt brand manager Siya Wadhawan said, “In collaboration with the cult.fit, we’re excited to be part of this fitness revolution. By customising workout routines and running plans, our smartwatches enable users to move beyond basic activity tracking and advance in their fitness journeys. With this partnership, we continue to inspire and support boAtheads with products that support healthy living and enable them to select a fitter lifestyle.”
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.
