MAM
Maxus is “Most Dominant Agency” 4th year in a row as per RECMA 2013
MUMBAI: The year 2013 has been an exciting one for Maxus in India. From winning new clients like Tata Global Beverages, Nestle India, Musafir.com to name a few to dominating industry awards.
Continuing with the winning steak, Maxus India has retained the title of the most “dominant” agency profile for the fourth year in a row as per the RECMA 2013 report.
They were the only agency to be rated as “dominant” as per the ratings. The RECMA report is the Qualitative Assessment for 2013 for all leading media agencies in India on the basis two parameters – vitality & structure. This is the highest level of ratings awarded by the agency RECMA, for the agency that demonstrates a balance between the two parameters.
Speaking on the new RECMA Ratings, Maxus south Asia managing director Kartik Sharma said, “2013 has been an exciting year for us. We won 17 new businesses, worth over Rs.600 crores. We made substantial investments to strengthen our offering across core media, digital, branded content and activation. This is also reflected in the number of industry awards the agency won during the year.” He added, “From a people point of view, the new RECMA ratings are an indicator of the 10/10 vision that drives us to delight our clients and customers. We are governed by Passion, Agility, Collaboration and an Entrepreneurial spirit (PACE), a mission statement that drives us to deliver the very best and meet challenges head on.”
Late year, Maxus India also saw several high profile talent related milestones, with Ajit Varghese moving into a new role at as CEO, APAC, Maxus and Kartik Sharma taking over as the new managing director, Maxus India.
Maxus India also began 2014 on a high note with several breakthrough campaigns like “Power of 49” for Tata Tea, a senior management promotion with Sanchayeeta Verma as head, Maxus South and Anand Chakravarthy joining as head Maxus, West.
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.
