MAM
Katrina Kaif is leading brand ambassador: Ormax Media
Mumbai: Ormax Media, the media research and consulting firm, has conducted a recall study on celebrity-brand association. As per the study, Bollywood actress Katrina Kaif is the most powerful celebrity endorser, at least amongst five top celebrities.
The study was conducted to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.
Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next wave of the celebrity association track.
For the study, 13 brand-celebrity combinations crossed an association score of 15. The score is a measure of the strength of the association. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader followed by Lux and Veet for the Bollywood actress. Salman Khan has only one brand- Wheel making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.
Kareena Kapoor has association score of 23 and 21 for Limca and Head & Shoulders respectively. She also scores 15+ for endorsing Boroplus. Dhoni has found place in the top 13 brand-celebrity association for Pepsi, Lays and Aircel while Tendulkar occupies two positions for Boost and Pepsi.
| Brand | Celebrity | Association Score |
| Slice | Katrina Kaif | 45 |
| Boost | Sachin Tendulkar | 32 |
| Lux | Katrina Kaif | 28 |
| Veet | Katrina Kaif | 25 |
| Pepsi | MS Dhoni | 23 |
| Limca | Kareena Kapoor | 23 |
| Head & Shoulders | Kareena Kapoor | 21 |
| Lays | MS Dhoni | 21 |
| Pepsi | Sachin Tendulkar | 18 |
| Aircel | MS Dhoni | 17 |
| Boroplus | Kareena Kapoor | 16 |
| Olay | Katrina Kaif | 16 |
| Wheel | Salman Khan | 16 |
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
