Rooted in India yet global in its reach and appeal, the new brand expected to roll out in 2022
By Tannistha Ganguly
Bollywood star Deepika Padukone is all set to launch her lifestyle brand that is rooted in India yet global in its reach and appeal.
Expected to roll out in 2022, the brandâ€™s name has not been revealed yet, but the first products will focus on beauty and skincare. While rooted in India, it will be backed by science.
“India, I believe, has always been positioned uniquely. While we have tremendous access to the rest of the world, we are a country that is rich in values, culture and heritage; something we are extremely proud of,â€ Padukone stated.
â€œTherefore, our endeavour is to build a brand that is rooted in India yet global in its reach and appeal,” she said.
US denim giant, Leviâ€™s recently appointed Padukone as its global brand ambassador to help Leviâ€™s win over a larger share of young women in India among whom she is a style icon.
Read: Deepika Padukoneâ€™s shares surprise twinning moment with Taylor Swift (February 8, 2018)
Denim is a key category in the Indian market, trebling in size to $3 billion over the past decade, according to data from Euromonitor.
Meanwhile, Padukone has bagged her second Hollywood film, a cross-cultural rom-com that she will also produce under her â€˜Ka Productionsâ€™ brand. She will also play the lead role in the film co produced by STXFilms,.
Padukone made her first foray into Hollywood with â€œXXX: Return of Xander Cageâ€ opposite Vin Diesel in 2017.
“Ka Productions was founded with the aim to develop and produce purposeful content with global appeal. I’m thrilled to be partnering with STXFilms and Temple Hill Productions, who share Ka’s ambition and creative vision and look forward to bringing impactful and dynamic cross-cultural stories to the world,” she said in a statement.
â€œThere is a reason Deepika is one of the biggest global stars to come from India. She is enormously talented with an infectious personality and her profile continues to grow as an international superstar,â€ STXFilms chairman Adam Fogelson said.
â€œWhile she has been a phenomenal success in many Eros International films, we are thrilled to be building a romantic comedy with her and our friends at Temple Hill.â€
â€œWe believe this project gives us the opportunity to tap into the spirit, voice, characters and vibrant settings of India and New York in ways that made ‘Crazy Rich Asians’ feel so authentic and fresh,â€ Fogelson said.
Read: Deepika Padukone All Set To Launch Global Lifestyle Brand Rooted in India (September 8, 2021)
In 2018, Time Magazine named Padukone one of the World’s 100 Most Influential People. Her efforts in increasing mental health awareness earned her the coveted World Economic Forum Crystal Award a year later.
She was included in Variety’s “International Women’s Impact Report” in 2018 and 2021, which honors the accomplishments of women in the entertainment industry throughout the world.