MAM
Moving Walls appoints D Sriram to board of advisory
NEW DELHI: Moving Walls has appointed D Sriram, current chairman of Ebiquity China, to its board of advisory to upscale its business transformation and expand its business in north Asia.
Sriram said, "I've long been a fan of the power of data and programmatic buying and the promise it holds of making advertising relevant and useful to consumers, hence more effective for brands. Moving Walls is a pioneer in this space, identifying and solving the problems as a way of making programmatic out-of-home (OOH) and omnichannel audiences a reality."
He is an advertising and media veteran with over 30 years in the industry across Asia, having run Starcom Mediavest Group Asia for seven years and spent the latter half of his career in greater China leading Aegis Group China and being an independent consultant over the course of his career. He was also a part of China's cloud-based advertising delivery system eBUS before it was sold to IMD. He later joined Vpon as COO – an ad-network and DSP player in North Asia.
Managed by a board of industry experts, Moving Walls' patented location-based media measurement platform powers planning and buying tools that help advertisers optimise their media spends on outdoor advertising.
“Moving Walls has established a global leadership position in delivering outcome-driven marketing campaigns by measuring audiences in the real world and integrating it with the digital world," said Moving Walls founder and CEO Srikanth Ramachandran.
"I believe that having Sriram’s advisory services will be of tremendous value. Sriram’s wealth of experience with global agencies across multiple markets will also help us strengthen our value proposition to the agencies and large global clients. As we enter north Asia – home to three of the largest top 10 OOH media markets globally – we are pleased to announce the appointment of D Sriram onto our advisory board," he added.
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.
