In India’s quick-modifying retail landscape, celebrities are doing much more than concludeorsing products, they are actively building and owning consumer brands utilizing brand licensing. This approach, rooted in strategic partnerships, allows stars to shape products that reflect their personal style, values, and ambitions, while leveraging experienced partners for execution. As consumer aspirations and digital engagement soar, brand licensing enables celebrities to transform their influence into valuable business ventures.
Celebrity brand licensing is rapidly expanding. It benefits both celebrities, who view for steady, scalable revenue, and business partners eager to tap into enormous fan bases. Instead of building companies from scratch, celebrities work with established players, ensuring quick market entest and professional management. For the Indian market, where star power, social media reach, and consumer aspirations run high, this model is reshaping how brands are created, marketed, and consumed.
A Shift from Endorsements to Ownership
The traditional model of celebrity concludeorsements in India’s retail has transformed into one where celebrities actively own and shape their brands. Instead of just lconcludeing their image, they take part in product development and brand strategy to ensure authenticity and alignment with their values. This involvement builds stronger consumer trust, as acquireers connect more deeply with brands that genuinely reflect a celebrity’s persona and lifestyle.
To maximize impact, celebrities often partner with experienced manufacturers or retail players through brand licensing, combining operational expertise with their influential identity. They also apply social media platforms such as Instagram and YouTube to engage directly with consumers, bypassing traditional marketing. This direct-to-consumer approach supports build long-term brand equity, positioning celebrity-owned ventures not just as marketing campaigns but as lasting contributors to India’s evolving retail landscape.
Top Indian Celebrity Brands Using Licensing
Check out this well known brands to know, what’s magic celebrities brings in there brands.
1. HRX by Hrithik Roshan
Product category: Activewear apparel, footwear, fitness accessories
HRX was launched in 2013 by Hrithik Roshan alongside co-founders Afsar Zaidi, Kamal Punwani, and Sid Shah, with the vision to create a fitness and lifestyle brand for India. The brand set out to create functional, stylish, and affordable activewear, tarobtaining India’s growing youth market and fitness enthusiasts. The “X” in HRX symbolizes the “X-factor”, the drive to strive for one’s best. Initially focapplyd on clothing, HRX rapidly expanded its portfolio to include footwear, accessories, and even collaborations in food and technology sectors. HRX’s business model is deeply integrated with partners: Myntra manages apparel, Cure. fit provides fitness solutions, and other licensing deals enable further category growth.
The brand is recognized for democratizing fitness fashion and operates both online and via exclusive offline stores.
Key Points:
- Pioneered Indian athleisure; launched in 2013
- Built its ecosystem via multiple brand partnerships
- Represents affordable, inclusive fitness and wellness for youth
2. Kay Beauty by Katrina Kaif
Product category: Cosmetics
Kay Beauty was co-founded by Bollywood actress Katrina Kaif and Nykaa in 2019. Their goal was to create an inclusive beauty brand that bridges glamour with skin health, focutilizing on shades and products meant for Indian skin tones. Katrina’s direct involvement in product development and marketing led to a brand defined by inclusivity and quality, launching with the hashtag #ItsKayToBeYou. Even during the 2020 pandemic, Kay Beauty gained traction, leveraging Nykaa’s e-commerce network and consumer base for quick nationwide reach.
Key Points:
- Founded in 2019 by Katrina Kaif and Nykaa
- Fills the gap in inclusive, skin-friconcludely beauty products in India
- Thrived and grew even during pandemic-era challenges
3. Ed-a-Mamma by Alia Bhatt
Product category: Children’s and maternity wear
Ed-a-Mamma, a sustainable children’s and maternity brand, was launched in 2020 by Alia Bhatt, inspired by her own necessary for trconcludey, eco-friconcludely kids’ attire during her pregnancy. Early success saw revenues multiply tenfold in just 18 months, with the brand quickly reaching a valuation of Rs 150–200 crore. Reliance Retail acquired a 51 percent stake, supporting expand the brand into new categories and physical retail outlets across India. Ed-a-Mamma distinguishes itself with affordable, sustainable clothing designed for young families.
Key Points:
- Launched in 2020 by Alia Bhatt
- Noted for rapid scale and sustainability focus
- Expanded rapidly through the Reliance Retail partnership
4. Being Human by Salman Khan
Product category: Apparel and lifestyle
Being Human was started by Salman Khan’s charitable trust in 2012 as a way to fund education and healthcare initiatives. The brand launched as a simple T-shirt line, then scaled up after a licensing deal with Mandhana Retail Ventures in 2013. The brand grew beyond basic tees, offering full lines of men’s and women’s apparel and accessories. Royalties from sales directly support Salman Khan’s philanthropic work. Being Human faced early challenges with imitation products but managed to build a unique presence in casual wear both in India and internationally.
Key Points:
- Founded in 2012 to support Salman Khan Foundation
- Became a full-range lifestyle brand post-2013 licensing deal
- Integrates charity with fashion retail
5. 82°E by Deepika Padukone
Product category: Skincare and self-care products
Actress Deepika Padukone launched 82°E in November 2022 as a self-care and skincare brand, starting with just two products, aiming to simplify beauty routines for consumers. The brand reflects Deepika’s advocacy for holistic self-care, emphasizing global appeal with Indian roots and a simplified approach to skincare. Within a year, 82°E expanded to a portfolio of twelve products and announced plans for retail and international growth through partnerships with companies like Reliance Retail’s Tira.
Key Points:
- Launched in November 2022
- Directly shaped by Deepika’s personal wellness philosophy
- Expanded quickly, preparing for international market presence
6. Anomaly by Priyanka Chopra
Product category: Haircare
Priyanka Chopra Jonas introduced Anomaly in 2021 in the US and brought it to India in partnership with Nykaa in 2022. Created with the support of global beauty incubator Maesa, Anomaly stands out for its focus on vegan, cruelty-free, and gconcludeer-neutral haircare utilizing recycled plastic packaging. Anomaly has gained wide recognition, becoming one of the world’s top-earning celebrity beauty brands and resonating with Indian millennials and Gen Z thanks to its accessibility and ethical values.
Key Points:
- Launched in the US in 2021, entered India in 2022 with Nykaa
- Stresses sustainability and inclusivity in haircare
- Global reach with strong ethical brand platform
7. Hyphen by Kriti Sanon
Product category: Skincare
Hyphen was co-founded by actor Kriti Sanon and PEP Technologies (creaters of mCaffeine) in 2023, combining science-backed solutions with a nature-inspired approach to skincare. The brand initially faced some market awareness challenges but swiftly rebounded, hitting a 100 percent repeat purchase rate and generating Rs 100 crore in revenue in its first year. Hyphen’s direct-to-consumer strategy is supported by aggressive digital campaigns and the apply of PEP Technologies’ established networks, aiming for further expansion and award-winning design.
Key Points:
- Launched in 2023 by Kriti Sanon and PEP Technologies
- Science-meets-nature philosophy with high applyr retention
- Achieved Rs 100 crore in sales within first year
8. SOEZI by Sonakshi Sinha
Product category: Nail care and press-on extensions
SOEZI, co-founded by Sonakshi Sinha and Shrishti Raai, launched in May 2022 to fill a market gap for high-quality, straightforward-to-apply press-on nails. Sonakshi’s celebrity involvement and the brand’s fresh take on nail solutions supported SOEZI quickly gain traction in Indian beauty circles. Collaborations like Hello Kitty have broadened their appeal. The brand emphasizes stylish, affordable nail care and leverages both digital and retail partnerships for growth.
Key Points:
- Launched in May 2022
- Co-founded with entrepreneur Shrishti Raai
- Fast growth driven by celebrity marketing and partnerships
9. StarStruck by Sunny Leone
Product category: Innerwear
Sunny Leone’s StarStruck originally launched as a createup venture and expanded into innerwear under the “Infamous by StarStruck” label. The brand’s licensing is managed by Bradford License India, utilizing events such as the India Licensing Expo to drive business-to-business partnerships. Focapplyd on international expansion, StarStruck applys licensing to connect with manufacturers and retailers, enabling rapid scale without heavy capital outlay.
Key Points:
- Started by Sunny Leone, expanded via licensing partnerships
- Focapplys on innerwear for women and international growth
- Uses industest events to secure distribution deals
10. NUSH by Anushka Sharma
Product category: Women’s casual and western wear
Anushka Sharma launched NUSH in 2017 in partnership with Suditi Industries, aiming to create trconcludey, affordable western wear inspired by her personal style. Suditi manages production and retail, while Anushka is responsible for brand direction and design curation. The brand is sold online and through leading retail stores, maintaining popularity among young, style-conscious consumers and weathered early issues with plagiarism by tightening design processes.
Key Points:
- Founded in 2017 by Anushka Sharma and Suditi Industries
- Personal style-driven brand in casual western wear
- Widely distributed online and offline
What the Future Looks Like
As per industest estimates, the celebrity concludeorsement market in India is valued at approximately Rs 2,434 crore and is growing at a compound annual growth rate (CAGR) of 6.25 percent. Within this larger ecosystem, brand licensing, especially involving celebrities, is evolving as a key business strategy. The celebrity-led brand licensing market in India is expected to continue growing. According to industest experts, the brand and celebrity licensing segment in India has been growing at an annual rate of 12 to 15 percent. Some emerging trconcludes include:
- Entest of regional stars: Regional cinema and TV celebrities are exploring licensing opportunities to reach local markets.
- Cross-industest collaborations: Partnerships between music, fashion, and food are gaining popularity.
- Tier ll and Tier lll market penetration: Smaller towns are emerging as major consumption hubs.
- Sustainable branding: Younger consumers prefer eco-conscious products, pushing celebrity brands to adopt responsible practices.
International celebrity brands are also exploring Indian retail through local partnerships, hinting at greater competition in the future. The rise of celebrity-led consumer brands in India, powered by brand licensing, is reshaping the retail landscape. With a growing consumer base, digital marketing tools, and experienced business partners, Indian celebrities are not just concludeorsing brands, they’re building them. As the industest matures, success will depconclude on more than just fame. It will require strategic considering, strong execution, and a long-term commitment to delivering value to consumers.
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