Brand Celebrity: Money minting e-commerce formula that drives India’s online shopping.

Brand Celebrity: Money minting e-commerce formula that drives India’s online shopping.

Every Brand Guru will agree to the fact that Celebrities, themselves, are marketable products. While celebrities are known to endorse products of different brands as influential partners, some have forayed into entrepreneurship by successfully leveraging their fame and stardom to build their own brands.

The trend of celebrity brand ownership started in the early 2000s and with the boom in the digital media,celebs like Kylie Jenner or Gwyneth Paltrow have successfully built million dollar companies selling fashion and lifestyle products to the millennial through e-commerce and aggregator websites.

Taking cues from the west, Indian icons too have joined the bandwagon and started turning into fashion brand owners and entrepreneurs.

Here’s a list of 5 brands sporting not just an incredible fan following but also a growing customer base by our very own A-listers, thanks to the widespread reach of digital media.

1- All About you by Deepika Padukone

Fashion icon Deepika Padukone collaborated with French design agency Carlin and fashion e-store Myntra to launch her brand- All About You in 2015.  The women fashion apparel brand is currently available on e-commerce platforms of Myntra, Jabong and Flipkart.

2- HRX by Hrithik Roshan

Hrithik Roshan is himself a brand synonymous with health and fitness. This proved a strong backbone when he launched brand HRX, a sports-inspired lifestyle brand for both men and women. Launched in 2013 and retailed online on Myntra, Jabong and Flipkart, the brand is co-owned by Hrithik Roshan, Myntra and Exceed Entertainment.

3- IMBesharam by Sunny Leone

As the name suggests, the brand is an adult lifestyle e-store that took the nation by storm when Sunny Leone launched it in 2012.  Since, India is considered a bit conservative when it comes to buying or even talking about adult products, the brand opened a new industry altogether, all thanks to the e-commerce platform, where 100% of business happens online.  Today, the brand caters to customers worldwide with adult products like lingerie, costumes, sex toys, and lifestyle products like shoes, watches, perfume etc.

4- Babyoye by Karishma Kapoor, though owned by Nest Childcare Services, has a single largest stake of 26% owned by none other than celebrity mother of two- Karishma Kapoor.  The e-commerce store, as the brand name says, sells baby products.

5- Skult by Shahid Kapoor

With the core principle of ‘Fashion meets Functionality’, Shahid kapoor teamed up with Aditya Birla group to launch ‘Skult’, an athleisure brand on their online e-commerce portal in 2016. After snatching the cover spot on GQ’s 2016 Best Dressed issue, the brand he launched grabbed instant eyeballs and immense customer base within no-time. 

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