Deepika Padukone’s 82°E to expand product selection, pursue omni-channel expansion in 2024

Bollywood celebrity Deepika Padukone’s skincare brand 82°E plans to expand its retail presence with an omni-channel approach in 2024 and will expand its product categories, having recently entered into the body care category.  

“We are seeing growth in 2024 happening across three areas- adding more products, channel expansion, both online and offline, and geography expansion, globally,” said 82°E’s co-founder Jigar Shah, ET Retail reported. “We sell everywhere in India, in Tier 1, 2, and 3 cities and even in smaller cities.”
 
82°E recently expanded from skincare into body care and is steadily building a customer base. The brand reported that its repeat customer rates have increased from between 20% and 25% to 60%. This has given the brand confidence that its products are being accepted, according to Shah.  

Now shipping across India, 82°E has its eyes set on the international natural beauty market. The brand aims to deepen its penetration of the markets in the US, Australia, and Singapore to connect with both non-resident Indians and locals in these territories. 
 
82°E retails from its direct to customer e-commerce store and its products are all vegan, cruelty-free, and described on its website as “clean”. The e-commerce store also offers international shipping.