Founded by Deepika Padukone and Jigar K Shah- 82°E is a modern self-care brand with skincare as its inaugural category. The brand was incepted owing to the founders’ realization that though the beauty and personal care space in India have seen immense growth, there are clear whitespaces and pain points that could be solved at scale with celebrity influence.
Pronounced as Eighty-Two East, the brand is inspired by the standard meridian that passes through India and reflects Deepika Padukone’s personal and professional journey as a modern Indian woman who is strongly rooted in her homeland, global in her outlook and appeal and committed to her physical and emotional well-being.
In an exclusive interaction with IndianRetailer, Jigar K Shah, Co-Founder, 82°E walks us through the journey of the brand, its vision, and much more.
Since the market is a hub of skin care products and complex skincare routines it often leads to confusion for customers. However, with extensive research 82°E used a fundamental-first approach to skincare that focuses on products that help with the three most essential objectives of skincare - cleanse, hydrate, and protect, simplifying skincare routines and offering high-quality, high-performing products that focus on good skin health.
“Having a global celebrity as an influential voice, we envisioned a brand that cuts through the noise and delivers value and product promise to the customers in India and across the world. With Deepika as a pioneering advocate of mental, physical, and emotional well-being, self-care is an integral part of her journey and experience. Skincare is an important self-care routine for her and so it only felt natural to offer this as our launch category,” said Jigar K Shah, Co-Founder, 82°E.
Ideation and Journey
The founders thought about building 82°E, they were clear that it should be rooted in India and global in appeal. The same thought has been translated into its skincare offering where every product combines a time-tested Indian ingredient with a powerful scientific compound.
The brand’s journey and traction since November 2022 have been phenomenal as its products have been loved by customers in India as well as across 35 countries.
“The customer response in India and from across the world has been encouraging so far. Our value proposition of focusing on the fundamentals of skin health with a cleanse-hydrate-protect routine has resonated well with them. We have received positive feedback on various product aspects such as quality, texture, and packaging. We have also been able to build consumer trust with our high-quality, high-performing products that have been clinically tested,” added Shah.
Options Galore
The brand’s product portfolio mainly falls under the cleanse-hydrate-protect routine with a cleanser, moisturizer, face oil, and sunscreen oil.
Each product has been rigorously sourced, carefully crafted, and clinically tested. Formulated by in-house experts in its own lab, the skincare line marries the best of India and the world as it combines time-tested Indian ingredients and powerful scientific compounds to offer solutions that work.
Moreover, 82°E aims to expand into newer categories that support a modern, holistic approach to self-care.
Technology and 82°E
The brand is backed by technology, which further allows them to bring together premium Indian ingredients and global scientific compounds to create high-performing products. Sourcing high-quality raw materials from renowned vendors, the formulations are 100 percent clean without parabens, sulfates, phthalates, and mineral oil.
Furthermore, the products are vegan, highly efficacious, and suitable to all skin types, formulated in their own laboratory.
“We are continuously working with our R&D team to bring in more technological advancements with our products and offerings. Through our website, consumers can learn more about product usage and ingredients to make an informed purchase,” stated Shah.
The Personal Care Market
The global beauty personal care market size was around $530 billion in 2022 with around 50 percent contribution from personal care; followed by skincare, cosmetics, and fragrances. The industry is expected to grow at 4.7 percent annually from 2022-27.
As for India, the market is upwards of approximately $18 billion. Of this, the premium beauty personal care market is growing at 19 percent CAGR as compared to 10 percent CAGR of the overall market. The online beauty personal care market has grown at 60 percent CAGR in the last 4 years.
According to Shah, there are numerous factors driving the demand for skincare and beauty products; honesty, authenticity, and simplicity being the key drivers as the consumer is more selective and aware.
Moreover, product superiority is also important as there is a need for products that are effective, promise safety, and guarantee results. The consumer also wants to learn more about the ingredients before making a purchase.
Growth and Funding
Having raised $7.5 million in seed funding in early 2022 from DSG Consumer Partners and IDEO Ventures along with other prolific angel investors who participated in the round, the brand is using the said funds to grow its team, scale R&D, and launch new products.
Moreover, in the first month of launch, 82°E has witnessed a remarkable response and has already served consumers in over 35 countries. “The brand is well on its way to introducing more products in the skincare category over the next few months, which is in line with our product drop strategy. If everything goes as planned, we are on track to achieving Rs 100 crore ARR in the next 6-8 months,” asserted Jigar K Shah.
Future Plans
82°E chose a D2C model of business as through this model, the brand is uniquely poised to stay connected to its consumers, serve them intimately, and build trust. The brand thus aims to ensure that it offers the best consumer experience, while also focusing on building its omnichannel strategy.
The brand is currently on track to expand globally and will be launching more products under the skincare category while expanding to other categories that support a modern, holistic approach to self-care.
Subway, the global leader in freshly made, customizable sandwiches, has achieved a significant milestone in India by opening 100 new stores in 2024. This expansion underscores the brand’s rapid growth trajectory in one of its fastest-growing international markets. With a renewed focus on modernization, localization, and customer-centric innovations, the brand is strengthening its position in India’s highly competitive Quick Service Restaurant (QSR) industry.
India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.
“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.
The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.
The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:
While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.
“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.
The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.
“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.
Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.
Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:
“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.
Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:
“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.
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