Deepika Padukones 82°E Cuts Prices After Rs 37 Crore Losses: New Range Starts Under ₹3,000

Deepika Padukone’s skincare brand 82°E has revised its pricing strategy after recording losses of nearly ₹37 crore within its first two years of operation. The brand, launched in 2022 with significant anticipation and celebrity-backed visibility, has now reduced the prices of several products in an attempt to improve accessibility, widen its customer base, and stabilise its financial trajectory. As per the latest restructuring, the most expensive 82°E product is now priced at ₹2,900, marking a notable shift from its earlier premium positioning.

82°E entered the market with the promise of clean, research-backed skincare rooted in Indian traditions, formulated with a blend of botanicals and scientific ingredients. The brand initially positioned itself in a high-end pricing bracket, competing with global luxury skincare lines. However, despite strong celebrity endorsement and a well-executed marketing strategy, early financial records showed the company struggling to achieve the expected revenue momentum, resulting in losses of over ₹37 crore in just two years.

Experts believe this price correction is a strategic step aimed at tapping into India’s rapidly growing but price-sensitive beauty and skincare market. While premium skincare is gaining popularity, a majority of Indian consumers still prefer mid-range price points. By lowering product prices, 82°E aims to bridge this gap, making its offerings more competitive in the domestic landscape while retaining the brand’s premium feel.

The revised pricing affects multiple categories including moisturisers, cleansers, serums, and sunscreens products that previously ranged between ₹1,500 and ₹3,500. Following the adjustment, the upper limit has been capped at ₹2,900, ensuring more uniformity and market appeal. Industry analysts suggest that this move could help the brand achieve larger sales volumes, especially as more customers move toward ingredient-focused skincare purchases.

Sources indicate that the brand evaluated consumer feedback, repeat-purchase patterns, and market competition before arriving at this decision. Customers had frequently praised the product quality but expressed hesitation over the high price points, especially when comparable brands offered similar formulations at lower rates. With competition from Indian brands like Minimalist, Dot & Key, Plum, and mCaffeine  all strong in the ₹300–₹1,800 price bracket  82°E’s repositioning appears timely.

Despite its financial losses, brand perception around 82°E remains largely positive. Its focus on sustainability, clean formulations, and celebrity-driven storytelling has built a strong identity. The decision to adjust pricing is expected to broaden market penetration and encourage first-time buyers who were previously hesitant due to premium rates.

The reduction also comes at a time when India’s beauty and personal care market is projected to experience double-digit growth, driven by Gen Z and millennial consumers who increasingly prioritise skincare over colour cosmetics. Price sensitivity, however, remains a defining factor, making affordability crucial for long-term brand survival.

As 82°E moves into its third year, the brand is expected to focus on expanding its product portfolio, strengthening retail presence, and leveraging Deepika Padukone’s global influence. Whether the new pricing strategy will reverse its financial hurdles remains to be seen, but the move signals an awareness of evolving consumer behaviour and an intent to grow sustainably in India’s competitive beauty ecosystem.