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Why do some celebrity brands scale into ₹1000+ crore businesses while others quietly shut down? And why do the same celebrities who are paid crores to promote other companies’ products often struggle to sell their own?
In this video, I decode the rise and fall of India’s celebrity-led brands. From NUSH, Rheson, and Skult that disappeared, to Kay Beauty, HRX, and Hyphen that turned into multi-crore success stories.
It turns out fame alone is not enough. Three big forces decide whether a celebrity brand survives or fails:
1. Product–market fit
2. Celebrity–brand alignment
3. Market depth and scale
We will explore why Deepika Padukone’s 82°E struggles, while Kriti Sanon’s Hyphen is growing fast, and what this tells us about the business of fame and brand-building in India.
If you are curious about marketing, consumer behaviour, and why star power does not always translate into sales, this breakdown is for you.
Thanks to Zero1 Media Network (https://zero1byzerodha.com) for supporting this video.
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Disclaimer: Zero1 by Zerodha financially supports creators and storytellers through its network. The views and opinions in this video are solely those of the creator and are not endorsed by Zero1.
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Social Links:
Instagram: https://www.instagram.com/businesswithbansal
LinkedIn: https://www.linkedin.com/in/anurag28bansal
Twitter/X: https://twitter.com/anurag28bansal
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Chapters:
00:00 – Why so many celebrity brands fail
00:28 – The success of Kay Beauty, HRX, Hyphen, etc.
02:05 – Why celebrities launch their own brands
04:00 – Force 1: Product-market fit decides repeat buyers
05:42 – Force 2: Authentic celebrity-brand alignment
08:35 – Force 3: Why scaling in India is harder than it looks
10:34 – The hidden risk of fan-driven marketing
11:38 – The real formula because of which celebrity brands survive
12:21 – Conclusion
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