According to the latest filings with the Ministry of Corporate Affairs (MCA), 82°E’s parent company saw its revenue drop from ₹21.2 crore in FY24 to just ₹14.7 crore in FY25 — a decline of roughly 30%.
- Despite attempts to cut costs, the company recorded a net loss of ₹12.3 crore (or ₹12.26 crore by some accounts) for FY25
- The loss, however, is lower than the previous year’s — the brand had reportedly lost about ₹23–23.4 crore in FY24.
🔧 Cost-Cutting Measures & Strategic Moves
- 82°E significantly reduced overall expenses: total cost dropped from ~₹47 crore in FY24 to about ₹25.9 crore in FY25.
- Marketing spend was slashed dramatically — from ~₹20 crore in FY24 to only ~₹4.4 crore in FY25 (a ~78% cut).
- These steps reflect the management’s attempt to stabilise finances amid falling sales and mounting losses.
🎯 Why 82°E Is Struggling — Market Realities
- 82°E was positioned as a mid-premium skincare brand, with products priced ₹2,500–₹4,000 — a tricky segment in India, where consumers weigh value vs. price closely. Moneycontrol
- Intense competition from more affordable or value-oriented brands (e.g., mass-market or mid-range D2C skincare companies) seems to have limited its market traction.
- Despite celebrity backing and social-media visibility, star power alone hasn’t translated into sustainable sales — a challenge common to many celebrity-backed lifestyle or D2C ventures.
✅ What’s Next for 82°E — Can It Recover?
- The cost-cutting and marketing pullback suggest 82°E is trying to right-size operations to stem cash burn. If managed well, this could help stabilise the business.
- However, to return to profitability, 82°E likely needs to reassess pricing, product-market fit, and value proposition — especially if it wants to compete in a crowded, price-sensitive skincare market.
- Consumer sentiment will matter: unless the brand can demonstrate effectiveness, affordability, or a clear USP, converting popularity into repeat customers may remain difficult.
