India’s new generation celebrities know well how to cash in on their popularity. Apart from income from advertisements, they are on a spree for launching their own fashion brands.
Leading the pack is Indian cricket captain Virat Kohli. Even while endorsing other products he has his own ventures.
Celebrities prefer to be involved mostly in clothing lines. Fashion scene in India is a 1000-crore business, which expects a 15-20 per cent growth every year.
The branded market is only a quarter of this trade, while the designer wear is just 0.2 per cent. It is this sector that the celebrities target.
The increasing number of celebrities launching their ventures is an indicator of the growth of the sector.
Indian celebrity brands are making their presence in online, offline and international markets. Growth rate of designer wear is 9.5 per cent.
Online market
Most celebrities target the online market as it gives easy access to customers. Many products have received a big boost in sales aided by the celebrities. Stars depend on Facebook and Instagram to campaign for their products.
Many famous personalities have launched fashion brands along with online fashion platforms, leading fashion firms and designers.
Most of the celebrities who are engaged in business are from film and cricket. They hope to utilise their fan-following to sell the products. Apart from sales, the celebrities target to spread an idea.
When a celebrity sells a product, his status, image and opinion play an important factor in the business.
As there is severe competition, stars are very careful in their ventures. With stardom, one cannot sell a bad product. So, celebrities take care about brand concept, uniqueness, benefits of the product, fashion updates and selection of business partners.
A long list
Actor John Abraham was the first celebrity in India to launch his own brand. In assassination with Wrangler, John launched ‘John Abraham by Wrangler’ in 2006.
‘Being Human’ is super star Salman Khan’s brand. Profits from sales of Being Human products at 29 exclusive showrooms is utilised for the educational and health aid programmes of Salman Khan Foundation.
Meanwhile, actor Shahid Kapoor launched SKULT, an athleisure brand, Virat Kohli ONE8 and Hrithik Roshan, HRX.
HRX was India’s first celebrity brand in fitness sportswear sector.
Virat’s jersey number 18 is also given to his brand to increase sales. He has joined hands with Puma for the venture.
WROGN is Virat’s men’s wear brand.
SEVEN is cricketer M S Dhoni’s own brand. Sachin Tendulkar has launched True Blue. It sells premium men’s wear accessories jointly with Arvind fashion.
Cricketer Yuvraj Singh has joined designers Santhanu and Nikhil for his YWC Fashion. You We Can, his foundation for helping cancer patients is also involved.
All About You is actress Deepika Padukone’s brand launched along with a French designer agency and online shopping portal Myntra. Opened in 2015, it sells premium women’s wear. Casual and ethnic wear are offered.
RHESON is the fashion brand of actress Sonam Kapoor and sister Riya. Shipa Shetty owns SSK, a fashion sari brand.
Nush is the brand owned by Virat and his wife, actress Anushka Sharma.
Actress Sraddha Kapoor launched IMARA, an ethnic wear brand, while MXS is a new brand unveiled by Swetha Bachhan, Amitabh Bachhan’s daughter along with designer Monica Jaisingh.
Alia for Jabong is Alia Bhatt’s brand along with retailer Jabong.
VERO MODA and Tiyani are Karan Johar’s brands. The Closet Label is an online fashion of Malaika Arora Khan. Bipasha Basu owns Trunk Label.
The Home Label is an interior design brand launched by Suzanne Khan, Hrithik’s former wife.
An online store thelabellife.com sells three brands.
