In India, celebrity endorsements have always been at the forefront of product and service sales. However, celebrities such as Katrina Kaif, Shahid Kapoor, Hrithik Roshan, and Saif Ali Khan from Bollywood, as well as cricketers Virat Kohli, MS Dhoni, and Shikhar Dhawan from cricket, have morphed from being just the face or voice of brands to owners and co-owners of retail Indian celebrity clothing brands and online-only labels across price points in the last few years.
These celebrities, along with six other well-known names, have been developing products, studying the 4Ps of marketing, and even devising strategies to sell products that don’t just bear their names or images but are also fully capable of surviving as separate entities in India’s price-sensitive market.
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Kay Beauty, she further explained, is the result of two years of hard labour. Similarly, Hrithik Roshan claimed that it took three years to create the (now) highly successful sportswear line HRX, in which he holds a controlling share before they could formally launch it in 2013.
1.Katrina Kaif (Katrina Kaif – Kay Beauty)
Website : https://www.nykaa.com/brands/kay-beauty/c/11433
Kay Beauty is the most recent celebrity-owned cosmetics line to hit the market. The cosmetics line, founded by Katrina Kaif, is a collaboration between her and Nykaa, and was launched in October 2019 with the bold campaign ‘Its Kay To Be You.’ Kay Beauty now sells 48 items (lip pencils, lip crayons, toppers, and eyeliners), all of which are vegan and cruelty-free, and are available both online and in-store at Nykaa.
2. HRX (Hrithik Roshan)
Official Website: https://www.hrxbrand.com
HRX is India’s first native fitness brand, designed to compete with Nike and Adidas. Hrithik Roshan started the brand in 2013. HRX sells clothing, accessories, fitness monitors, training routines, and healthy diet planning, among other things. According to a Forbes India report, HRX’s journey began in 2010. “The discussion was about what we could do on the business side to build something that’s long-term and becomes a sustainable model even in the future,” said Kamal Punwani, director and chief finance officer of Exceed Entertainment, a talent and entertainment management company that has been working with Roshan for a few years and co-owns HRX.
3. Deepika Padukone – You Are Everything
Deepika Padukone created the All About You apparel line in 2015, which is aimed at women between the ages of 18 and 35. The brand is a partnership with Myntra and is only accessible on Myntra’s and Jabong’s websites and apps. Padukone highlighted in an interview with India Today that the brand is positioned as accessible since for her fashion is a feeling of comfort and accessibility. “These outfits are an expression of my personality,” she said, “of a multitasking lady in the 18-35 age bracket.” In Canada, the brand is currently available at Walmart.
4. Nush – Anushka Sharma
Official Website: https://www.nush.in
Anushka Sharma is a genuine entrepreneur at heart, having dreamed of opening a beauty parlour as a youngster! But, since she was unable to do so, she founded Nush in 2017. Nush is a clothing line that makes it simple to look like her. Sharma’s favorite essential wear is available from the company, which is made from cruelty-free textiles.
5. Wrogn and one8 – Virat Kohli
Virat Kohli, the Indian captain, is the face of 22 companies, including Audi, Vicks, Colgate, Manyavar, and Hero. In 2014, he established his first brand, Wrogn, a youth fashion line alongside fashion startup Universal Sportsbiz. In 2016, Kohli launched one8, a brand that is an expression of his personality and is also named after his jersey number, after Wrogn’s commercial success. One8 now has a line of athleisure apparel designed in conjunction with Puma, an energy drink called Ocean, a broad selection of shoes called one8 Select, and a restaurant in New Delhi called One8 Commune. According to a Forbes India article, revenue for one8 surpassed Rs 130 crore in June, and is predicted to reach Rs 185 crore by June 2020.
6. Prowl (Tiger Shroff)
Tiger Shroff’s Prowl, like Roshan’s HRX, sells sportswear such as t-shirts, tanks, and shorts, as well as sweaters, joggers, track trousers, and compression gear. It can only be found on the brand’s website and on Amazon Fashion. Mojostar has partnered with the brand (also a stakeholder in HRX). “Prowl is tailor-made for today’s young, physically-active Indians who want to be healthy and trendy at the same time,” Shroff remarked during the unveiling.
7. Rhea Kapoor and Sonam K Ahuja – Rheson
Sonam and Rhea Kapoor unveiled their first-ever brand together, Rheson, in an exclusive partnership with Shoppers Stop, two years ago. According to Sonam, the company is a high-street fashion firm founded by two sisters who just happen to be in the Indian film industry. According to Business Standard, the “brand is aimed for any Indian female – regardless of her age or body shape.” We’ve always maintained that there is no such thing as a “target audience” – one should wear whatever makes them happy, regardless of their age, weight, or body shape! Every Indian girl would look great in our clothing. Period.”
8. True Blue – Sachin Tendulkar
Official Website: https://trueblue.nnnow.com
True Blue is a collaborative venture between Sachin Tendulkar and Arvind Fashion Brands Limited that was launched in May 2016. It sells traditional and neo-traditional men’s clothing with Indian themes and dyeing processes. The brand is presently available in 75 locations around the nation, including various standalone storefronts. Tendulkar also said last year that he is interested in expanding the brand internationally.
9.Saif Ali Khan – Pataudi House
Website : https://www.myntra.com/house-of-pataudi
Saif Ali Khan, one of the country’s most stylish guys, launched his own brand of Indian event dress in collaboration with Myntra last year. “I’m a total clotheshorse.” In terms of clothing, I have an ethnic style. I believe there is a market need, and more individuals are shopping for Indian clothing online. Last year, Khan told IANS, “I spoke to Myntra’s CEO, and we came up with the concept of ‘House of Pataudi.” Because of its designs and low prices, the brand is highly popular among young Indians.
10. Just F by Jacqueline Fernandez
Official Website: justf. in
In 2018, Jacqueline Fernandez, who already co-owns a successful Sri Lankan cafe on her native island, established the Just F fitness business. Mojostar has a share in the company, which prides itself on clothing that ‘can be worn just as comfortably at a bar as it can at the gym.’ The brand’s clothes is described as “comfortable” and is available on Amazon.
Being Human (Salman Khan)
Official Website: https://beinghumanclothing.com
Salman Khan’s Being Human is the one brand on our list that requires no introduction. Being Human was born out of a desire to help Khan’s Mumbai-based charity, The Being Human Foundation, which he created in 2007. Being Human sells clothing and accessories to raise money for education and healthcare for the less fortunate.
12.Da One, Shikhar Dhawan
Official Website http://www.daonehome.com
Shikhar Dhawan and his wife Aesha presented the world to an upmarket home décor company, DaOne, last year, when his contemporaries were investing in apparel. Soft furnishings created and produced by a team in Delhi are sold by the firm.
13. Shahid Kapoor – Skult
Shahid Kapoor’s Skult, dubbed India’s first athleisure brand, debuted on abof.com in 2016. (an online fashion shopping destination by Aditya Birla Group). Kapoor told GQ in 2016 that he had been working on the label for a year before he was ready to launch it, and that he had not only picked the first items but had also created everything and paid attention to every detail—from the cut of a T-shirt to the fabric. Skult is now accessible on all major online shopping sites and retailers.