Deepika Padukone, the superstar actress who was last seen in 2018's 'Padmaavat', is now creating headlines for different reasons than usual - investments. The actress who ranked 4th on the Forbes India 'Top 100 Celebrity Earners list of 2018', recently invested in Drum Foods, the makers of the 'Epigamia' brand of yogurt products. Such kind of investments by actors, which is commonly noticed among Hollywood celebrities, is not that talked about in India. It is a way in which Padukone will not only enrich her brand but will also hugely inflate her net worth if the business goes well.
Deepika's Investments are made through 'KA Enterprises, LLC', her family's office, in which she is a co-director along with her father, Prakash Padukone. The Investments are handled by a former Investment Banker, Nitin Kanchan, who acts as the CEO of the company. The Unique Selling Proposition (USP) of the company is that Deepika not only funds the companies but also makes strategic decisions in the company. Naturally, she also acts as the face of the brand. Kanchan mentions that this gives the companies the advantage of not only Padukone's money and brand value but also her business experience. Some of their most notable investments have been in Drum Foods (the makers of 'Epigamia'), Bellatrix Aerospace, Furlenco, and Purplle.
Being a celebrity is often associated with the ability to buy fancy items and go on exotic vacations. However, celebrities these days are getting more involved in ventures that increase their net worth and add longevity to their personal brands. A lot of American celebrities are in the news for their investments and involvements in upcoming or already-established brands. Actor Ashton Kutcher, for instance, has invested in firms like Uber, Airbnb, Spotify and many other notable brands.
Rapper Sean Carter (professionally known as Jay-Z) has also invested in brands like Tidal (a company which he has a majority stake in) where he also takes strategic decisions for the company's growth. Indian Celebrities are now indulging in similar practices too. Virat Kohli, the Indian Cricket Captain, is an investor in many brands (Muve Acoustics, Wrogn clothing) for whom he also acts as a brand ambassador and advisor. It is an interesting space to keep track of, and it will be fascinating to see what heights these brands can reach with a backup of celebrity brand value and experiences.
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