Bollywood actresses are excelling not only in acting and fashion but also in business ventures. Alia Bhatt owns Ed-a-Mamma, a clothing brand that creates customized outfits for toddlers and pregnant women. Deepika Padukone on the other hand has a beauty brand named 82°E which offers a variety of skincare products. Recent reports initially claimed Deepika was the top actress in India in terms of brand value. However, a new report presents a different picture.
The Celebrity Brand Valuation Report 2023: Brands, Business, Bollywood by Kroll, a financial and risk advisory firm reveals that Alia Bhatt’s brand has surpassed Deepika Padukone’s in value. Alia’s Ed-a-Mamma leads with a brand value of USD 101.1 million (Rs. 844.92 crores) while Deepika’s 82°E stands at USD 96 million (Rs. 802.29 crores). The report notes that both actresses experienced a slight decline in their brand values compared to their 2022 rankings.
Additionally, the report highlights a significant rise in Kiara Advani’s brand value, which now stands at approximately USD 60 million (Rs. 501.42 crores).
The report also points out that the top 25 celebrities in India endorsed over 300 brands across various sectors in the past year with an increase in endorsements on both television and digital platforms. This surge reflects the growing trend of entrepreneurial ventures among Indian celebrities.
Recently, there were reports about Reliance Brands, a subsidiary of Reliance Retail, planning to acquire Alia Bhatt’s Ed-a-Mamma for Rs. 300-350 crores. Ed-a-Mamma initially focused on kids’ wear for ages 4 to 12 and later expanded to include maternity wear. The brand sells its products through online platforms like FirstCry, AJIO, Myntra, and Amazon, as well as through retail chains such as Lifestyle and Shoppers Stop.
The report, as mentioned by the Times of India, surveyed nearly 300 businesses from various industries. It showed a significant rise in endorsements by the top 25 celebrities for both digital and television platforms. This trend highlights the increasing importance of celebrity influence in the business world.
