The Fizzle on Indian Star Power: Why Celebrity Brands Just Don’t Sparkle
The global stage is alight with the success of celebrity-backed brands. Rihanna’s Fenty Beauty, Selena Gomez’s Rare Beauty, and Michael Jordan’s Air Jordan have all achieved staggering valuations, demonstrating the power of star wattage in the consumer market. Yet, a curious paradox unfolds in India: while Indian celebrities enjoy massive fan followings, their own branded ventures struggle to haul in significant revenue.
Why do some Indian star power brands not make the cut?
It’s not for lack of trying. The list of celebrity ventures is endless — from Salman Khan‘s Being Human clothing line to Deepika Padukone‘s skincare brand, 82°E. But translating initial hype driven by star power into sustained sales and brand loyalty requires more than just a famous face.
Where the Branding Fizzles Out
"There’s often a clear disconnect between brand and celebrity identity," says Pakhi Saxena, retail CPG head at consulting firm Wazir Advisors. "Relying solely on celebrity appeal without delivering value or innovation can lead to consumer fatigue, as the initial excitement quickly fades, leaving the brand struggling to maintain momentum," she says.
Industry analysts highlight a number of pitfalls—personality mismatch, over-emphasis on marketing over tangible substance, neglect of product quality, and unrealistic pricing.
Saxena mentions Being Human, for example, as a brand that focuses more on leveraging Salman Khan’s image than on actual innovation. 82°E, on the other hand, has faced criticism for pricing even basic products in four figures. Shahid Kapoor’s Skult, an athleisure line, faces scrutiny about the actor’s actual involvement and whether he personally wears the products.
Karan Johar’s Tyaani jewellery brand, perceived as relying more on the filmmaker’s status than on authentic value, and Tiger Shroff’s Prowl, facing stiff competition in the already saturated athleisure market, highlight further challenges.
"There appears to be no space for Indian jingoism; no brownie points from core target consumers," says Harish Bijoor, founder, Harish Bijoor Consults. "Most such brands, whether shoes or handbags, end up positioning themselves as wannabes; not really creating a niche for themselves,” adds Bijoor.
The Global Allure of Star Power
While Indian celebrity brands struggle, global brands, backed by American pop culture and media dominance, continue to successfully tap into Indian consumer desires.
Research firm NielsenIQ reported in January 2024 that 43 celebrity beauty brands surpassed sales of $1 billion for the first time in 2023, with the category’s growth exceeding that of the overall beauty market.
Perceived exclusivity, premiumness, sustainability, pricing — all these factors, along with the pervasive influence of American soft power, work in favor of global brands.
"The influence of American pop culture and media makes these celebrities’ brands highly desirable," says Saxena. "They are often perceived as cool and trendy due to their widespread cultural impact. Also, many are status symbols, especially amongst younger consumers in India who are drawn to international trends."
The Success Stories: Where Synergy Reigns
The rare success stories within the Indian landscape offer valuable insights. Chef Sanjeev Kapoor’s cookware brand Wonderchef, Signature and The Yellow Chilli restaurants, and Virat Kohli’s premium gym-fitness chain Vault are examples.
Others include Katrina Kaif’s sustainable beauty brand Kay
What lessons can Indian celebrities learn from global superstars like Rihanna and Michael Jordan who have successfully built thriving brands?
## The Fizzle on Indian Star Power: Why Celebrity Brands Just Don’t Sparkle
**Host:** Welcome back to the show! Today we’re diving into a curious phenomenon: the struggle of celebrity-backed brands in India, despite a seemingly captive audience of passionate fans. Joining us to dissect this trend is retail CPG head at Wazir Advisors, Pakhi Saxena. Pakhi, thank you so much for being here.
**Pakhi:** It’s a pleasure to be here.
**Host:** Let’s start with the obvious. We see global superstars like Rihanna and Michael Jordan building wildly successful brands. Why aren’t Indian celebrities replicating this success?
**Pakhi:** That’s the million-dollar question, isn’t it? While Indian celebrities certainly enjoy a massive following, simply slapping a famous face on a product isn’t enough. There’s often a disconnect between the brand identity and the celebrity persona.
**Host:** Can you give us some examples?
**Pakhi:** Absolutely. Take Salman Khan’s Being Human clothing line. It heavily relies on Salman’s image, but hasn’t shown much innovation in terms of design or product offerings. Similarly, Deepika Padukone’s skincare line, 82°E, has been criticized for its high pricing, making it inaccessible to a large segment of its target audience.
**Host:** So, it’s not just about the star power itself?
**Pakhi:** Precisely. Relying solely on celebrity appeal without delivering value or innovation leads to short-lived excitement. Consumers quickly become fatigued, and the brand struggles to maintain momentum.
**Host:** What other factors contribute to this fizzling out?
**Pakhi:** Several issues actually. There can be a mismatch between the celebrity’s personality and the brand’s ethos. Sometimes, there’s an over-emphasis on marketing hype rather than tangible substance. Neglecting product quality is another major pitfall. Some brands even price themselves out of reach, forgetting that affordability plays a crucial role in Indian consumer behavior.
**Host:** This is insightful, Pakhi. It seems like Indian celebrity brands need to move beyond mere star power and focus on building real value for their consumers.
**Pakhi:** Exactly. They need to create products that resonate with the audience, address genuine needs, and offer something unique. Ultimately, authenticity and value are the cornerstones of sustainable brand success, regardless of who’s endorsing it.
