Brands
No Pain No Pilgrimage Iodex Steps into Magh Mela
Active Zones offer relief at Prayagraj as brand backs faith with care.
Prayagraj: When devotion stretches for miles, so do aching calves. At the sprawling grounds of Prayagraj’s Magh Mela, where millions gather in faith and footfall, Iodex has quietly positioned itself as a companion not just to prayer, but to pain relief.
The pain management brand has set up Iodex Active Zones across the mela grounds, offering on-the-go relief to weary pilgrims navigating long walks, crowded routes and packed schedules. The initiative, designed to provide quick massages, product sampling and awareness around pain management practices, aims to ensure that discomfort does not eclipse devotion.
Iodex is leaning into high-footfall religious congregations to build deeper consumer engagement. At Magh Mela, the activation goes beyond product presence, blending experiential outreach with education on managing strain and fatigue during physically demanding journeys.
Local influencers have also joined the effort, creating relevant, ground-level content that connects the brand’s promise of relief with the lived realities of pilgrims. The approach mirrors Iodex’s strategy over the past year, during which it engaged millions of consumers across major gatherings including Maha Kumbh, Kanwar Yatra, Pandharpur Yatra and Ganesh Chaturthi.
Haleon India, category lead for pain & respiratory care Pavan Wani said, “Across India’s bustling congregations, millions walk long distances carrying hopes, offerings, and the strength of their faith. As a brand dedicated to helping Indians do more of what matters by eliminating pain, Iodex ensures a meaningful presence at these high footfall events. Our Iodex Active Zones provide targeted pain management support through massages, sampling, and education, ensuring that pain never stands in the way of devotion, travel, or personal purpose. These efforts reflect Haleon’s commitment to putting Health in More Hands and supporting every Indian’s journey, one pain free step at a time.”
In a landscape where brands often chase eyeballs, Iodex appears to be chasing sore muscles instead, inserting itself at the intersection of culture, movement and moment. At Magh Mela, relief has become part of the ritual, and in the long walk of faith, comfort has found a sponsor.
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.
