MAM
Star Sports encourages kids to take up sports with studies
MUMBAI: Across generations in India, there is an age-old Indian adage that goes, ‘Padhoge Likhoge Banoge Nawab, Kheloge Kudoge Banoge Kharab’. This has become a motto to encourage youngsters to single-mindedly study hard in order to be successful.
Challenging this societal norm, Star Sports’ new film emphatically states, ‘Kheloge kudoge toh banoge lajawab’: a new motto for India’s youth to follow. The film has been launched to promote the pioneering initiative of the Ministry of Youth Affairs and Sports, Government of India which will be broadcast on the Star Sports network and Hotstar, beginning 31 January 2018.
Through a series of dramatic sequences of various sports and a moving script, the film is a call for youngsters to pursue sports alongside education. The film features Indian sports heroes such as badminton player P Gopichand, tennis star Leander Paes, Indian football captain Sunil Chhetri, Olympic badminton silver medalist PV Sindhu, Olympic wrestling bronze medalist Sakshi Malik, renowned Paralympic athlete Deepa Malik, hockey player Sardara Singh, Kabaddi player Rahul Chaudhari, and gymnast Dipa Karmakar.
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.
