Brands
KL Rahul invests in Boldfit
Mumbai: Indian cricket sensation KL Rahul has partnered with Boldfit, a D2C fitness brand. This collaboration goes beyond standard celebrity endorsements, making Rahul both an investor and a brand ambassador for their sports footwear, apparel, and fitness equipment.
Boldfit, founded by Pallav Bihani, has quickly become a prominent name in the Indian fitness scene with its wide range of high-quality activewear, accessories, and fitness equipment. The brand’s focus on innovation and quality has earned it a loyal customer base, serving over one crore customers annually.
KL Rahul, known for his cricketing excellence and dedication to fitness, is a great match for Boldfit’s goals of performance and innovation. His decision to invest in Boldfit shows his belief in the brand’s vision and its potential to inspire fitness enthusiasts across the country.
“Being a part of Boldfit feels like coming home. As a Bengaluru boy, I’m proud to join forces with a brand that shares my love for fitness and my hometown. I look forward to contributing to Boldfit’s journey and inspiring others to lead healthier lives,” said Rahul.
Bihani is equally excited about the partnership. “Having KL Rahul on board is a huge moment for us. His dedication and drive perfectly match our brand’s values. Together, we aim to start a fitness revolution across the nation.”
While the brand aims to cross Rs 500 crores in FY26, this collaboration is a strategic move for Boldfit, leveraging Rahul’s wide fanbase and influence to strengthen its market position. With a solid foundation and ambitious goals, Boldfit aims to reach new heights, tapping into India’s growing interest in fitness. The partnership is expected to drive significant growth, with plans to expand product lines and enhance customer engagement through innovative campaigns and community-building efforts.
Boldfit’s partnerships with IPL teams like Royal Challengers Bangalore (RCB), Chennai Super Kings (CSK), and Mumbai Indians (MI) demonstrate its strong presence in the sports and fitness sector. With Rahul, Boldfit seeks to set new industry standards and promote a healthier, fitter India.
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.
