Bollywood star Deepika Padukone’s skincare brand, 82°E, is gearing up for a significant expansion in 2024, embracing an omni-channel approach to reach a broader audience. Co-founder Jigar Shah shared insights into the brand’s growth strategy, highlighting three key areas: introducing more products, expanding online and offline channels, and venturing into new global territories.
82°E, which initially focused on skincare, recently expanded its product categories by entering the body care segment. This move has proven successful, with the brand experiencing substantial growth in its customer base. Repeat customer rates have surged from 20-25% to an impressive 60%, indicating a positive reception of the brand’s offerings.
The brand’s current reach spans across India, covering Tier 1, 2, and 3 cities, as well as smaller towns. Buoyed by the success domestically, 82°E is now setting its sights on the international market, particularly in the US, Australia, and Singapore. The goal is to establish a stronger presence and connect with both non-resident Indians and the local audience in these regions.
82°E distinguishes itself with its commitment to ethical practices, offering vegan and cruelty-free products. Described as “clean” on its website, the brand emphasizes transparency and conscientious choices in its offerings. Customers can conveniently access these products through the brand’s direct-to-customer e-commerce store, which also provides international shipping options.
As the brand embarks on this exciting phase of global expansion, 82°E aims to not only cater to diverse markets but also uphold its values of providing clean and ethical skincare solutions to a wider audience.
