MAY 20249About the collaboration Isha Ambani said, "At Reliance, we have always admired brands that lead with a strong purpose and embody a unique design ethos exemplified perfectly by Ed-a-Mamma and its founder Alia Bhatt".Brand Name: 82°ECo-Founder: Deepika Padukone & Jigar ShahIndustry: Personal CareThis is a self-care and wellness brand which offers a wide range of products which caters all the requirements of the skin and promises to keep its users physically and emotionally fit and fine. The brand signifies the root and culture of India, and glorifies the beauty of Indian women. The name of the brand is inspired by the 82°30' East meridian which passes through India and connects it with the rest of the world. The theme of their products is that they are deeply connected to Indian roots and culture by ethos yet globally innovative and classy.The company claims that each of the ingredients of the product is rigorously sourced, clinically tested and carefully crafted for the Indians. It promises to keep the skin supple, spot free, and healthy. The company is trying to grab more customer attention through influencer marketing. Recently, the startup brand has published a promotional video featuring Bollywood King Shahrukh Khan and Deepika Padukone to launch their new product Gotu Kola Dew Toner. The video reflected the core principles of skincare routines."We will be adding more products within the C-H-P Routine (Cleanse, Hydrate, and Protect) to serve our consumers' needs. We also plan to expand into other categories that we believe would further support a holistic approach to self-care," adds Deepika Padukone.Besides this Deepika has one investment firm called KA Enterprises which has invested in various popular startup brands like Blue Tokai, Oziva, Epigamia, Furlenco, Blu Smart, Bellatrix, Atomberg Technologies, and many more.Brand Name: Kay BeautyFounder: Katrina KaifIndustry: Personal Care ProductsThe make-up and cosmetics brand is the first to offer multi category make up products. The company claims that, all the products produced are vegan, cruelty free, and paraben free. They offer a large variety of make-up products such as hydrating foundation, lip tints, lip liners, lipsticks, eye-shadows, eyeliners, eyebrow pencils, and so on. The Bollywood actress forayed into the startup industry with wide range of beauty and cosmetics products in 2019. The company assists the organizations which work for the upliftment of the rural women by providing them required fund.In 2018, D2C fashion and cosmetics platform Nykaa owned 51 percent stake of the company and after that, Kay beauty became the in house brand of the platform. Till now, the company has not yet risen any funding, but sources say that, during 2020, Kay beauty infused an undisclosed amount from Falguni Nayar of Nykaa and strategic partnership was signed between the parties."More than just a brand, I wanted it to be a community for women, who would feel completely okay to be themselves -which is also our tagline `It's Kay to Be You'," shares Katrina Kaif.
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