MAM
Believe acquires Entco, expanding reach into india’s live music market
MUMBAI: Believe, the leading technology and artist services company, announced today that it has acquired Entco, an Indian live music production company. The Paris-based company will now offer its roster of artists more comprehensive services and revenue opportunities in one of the world’s fastest-growing music and entertainment markets. Entco is a brand experiential company with a focus on immersive music experiences.
It was founded by Subramanian Iyer, Managing Director, and Warren de Sylva, Creative Director, who will both continue to run operations under Believe. Entco will be rebranded as Believe Entertainment, to be based in Mumbai, where it will closely align live music experiences for brands and consumers with Believe’s growing music distribution, label services and artist services operations in the market. Believe Entertainment will build on Entco’s position as an established player in the industry, with a legacy of award-winning live experiences, music festivals and concerts, led by experts in the field of live music entertainment and branded content, the company has offered a platform of services that include digital content, live performances and sync opportunities.
“Subramanian and Warren have uniquely brought live music experiences that bring artists, brands and consumers together,” said Denis Ladegaillerie, CEO, Believe. “We have been growing quickly to a leadership position in the Indian market, and with Entco’s expertise, Believe will have unparalleled ability to help creators in India build audiences, careers and revenue opportunities.”
“Warren and I created a business we are proud of and the acquisition is a testament to the amazing work of our team,” said Subramanian Iyer, Co-founder and Managing Director, Entco. “This strategic move will bring our artists and brands unprecedented access to the expertise and scale of Believe’s 44 global offices and more than 1,000 professionals.”
“Our vision is to inspire audiences through extraordinary live music experiences and this new step is the perfect opportunity for us to scale up and expand our offering,” said Warren De Sylva Co-founder and Creative Director, Entco. “Believe will amplify what we’re able to provide through the power of one of the true global leaders bringing together technology and services to connect audiences with music.”
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.
