Brands
Bonjour says good morning to bamboo socks
MUMBAI: Socks are socks, right?
But no, not for the sock connoisseur!
They are very selective about the socks they wear. 100 per cent cotton socks, socks that breathe, are preferred in a country like India, especially in the more hot, humid cities or towns.
Then some executives like – Sunil Lulla – he of MTV fame – like to collect their highly colourful socks. Others have their socks differently coloured with the days on each. Many a company has special socks manufactured and have their brands put on them and they are given away to senior executives or to visitors at exhibitions. And yet others go for the plain vanilla, bland black and white socks, every day of the week.
The 47 year old Bonjour Socks brand is now banking on users going for its innovative bamboo sock range. Designed with an eco-friendly and sustainable fabric, this new collection promises a blend of comfort, style, and utility, making it a new year gift.
The bamboo socks range features multiple color options and boasts qualities such as odour resistance, breathability, and durability, catering to the evolving needs of today’s consumers. Bamboo, known for its natural antibacterial properties, ensures that these socks provide a fresh and hygienic experience throughout the day.
Simultaneously, Bonjour has kicked off its 7 Days No Smell campaign. The campaign features an engaging short film that highlights the remarkable odour-resistant quality of the bamboo socks, showcasing their ability to remain fresh even after seven days of wear. (Now if the socks don’t live up to that promise, Bonjour might run into a spot of bother. Because s consumer might dare wear them for the seven days and if they smell, it might start off a viral campaign! Bonjour, are you listening?)
The bamboo socks range are to be made available at affordable prices (according to the company) across Bonjour’s retail outlets and online stores. Bonjour serves more than 17,000+ retailers and over 180+ distributors across India.
“At Bonjour, we are committed to innovation and sustainability. Our new bamboo socks range is a testament to this vision, offering customers a product that is not only eco-friendly but also high-performing,” says Bomjour Socks MD Rajkumar . “With the 7 Days No Smell campaign, we aim to inspire confidence and provide a delighttful solution for daily comfot and hygiene.”
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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.
