MAM
Khadim onboards Shardul Thakur as brand ambassador
Mumbai: Homegrown footwear brand Khadim has announced the onboarding of cricketer Shardul Thakur as its new brand ambassador. The brand has also launched its new marketing campaign called ‘It’s Wow It’s Khadim.’
Thakur, a bowling all-rounder has been representing the international men’s cricket team across all formats since making his debut in 2017. He’s also signed with Delhi Capitals for the 2022 season of the Indian Premier League. “Shardul’s popularity as a cricketer especially with gen-Z and millennials is what the brand is looking at capitalising on to expand its footprint across the country,” said the statement.
“The campaign seeks to highlight the new fashionable range of products, the refreshed in-store experience and reinforce the affordable price point,” stated Khadim India Ltd CEO Namrata Ashok Chotrani. “The trinity will deliver the delightful ‘It’s Wow It’s Khadim’ experience to consumers. The campaign is being heavily promoted on digital platforms with a focus on select markets. Apart from the media, the association will also be extended to instore, retail, and consumer touchpoints.”
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.
