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Star power loses shine in D2C
January 26, 2026
|Financial Express Mumbai
Growth woes force rethink on celebs as co-founders
DIRECT-TO-CONSUMER (D2C) BRANDS ARE growing increasingly cautious about bringing celebrities on board as co-founders, after several high-profile ventures led by them struggled to sustain momentum beyond splashy launches.
Founders and investors are now leaning towards endorsement-led partnerships rather than equity ownership, as the focus shifts from visibility to operational depth, execution discipline and long-term brand building.
A number of celebrity-backed labels that generated strong early buzz have failed to translate that attention into scalable businesses. Brands such as Nush by Anushka Sharma, 82Eby Deepika Padukone, Skult by Shahid Kapoor and Imara by Shraddha Kapoor attracted consumer interest at launch but were unable to build durable growth engines.
هذه القصة من طبعة January 26, 2026 من Financial Express Mumbai.
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