Deepika Padukone’s Self-Care Startup 82°E Raises $7.5 Million in Seed Funding

Actress Deepika Padukone’s self-care brand 82°E - pronounced Eighty Two East - announced that it had raised $7.5M in seed funding in early 2022.

DSG Consumer Partners and IDEO Ventures along with other prolific angel investors participated in the round. 82°E will utilise the funds raised to grow its team, scale R&D and launch new products.

82°E is a born-in-India for the world, modern self-care, celebrity brand co-founded by Deepika Padukone and Jigar Shah.

In November 2022, the brand launched with skincare as its inaugural category and introduced "Ashwagandha Bounce" moisturiser and "Patchouli Glow” sunscreen drops, as the debut products.

Formulated by in-house R&D experts in its own laboratory, 82°E offers performance-driven products by combining time-tested Indian ingredients and powerful scientific compound(s).

Co-founder Jigar Shah, spearheads the business while also leading the growth strategy. “While doing my research on celebrity brands, I observed that celebrity brands in India are still at an infancy stage. On the other hand, there are clear whitespaces and large consumer pain points that exist across different consumer categories,” he says.


“Hence, Deepika and I envisioned building a brand ground-up that leverages her influence to help provide solutions to some of these pain points and deliver value to consumers and her fans across the globe.

“We are fortunate to have raised $7.5M Seed Round at the ideation/pre-launch stage from revered global consumer investors such as DSGCP and IDEO Ventures among others who have believed in our vision and have guided us in our journey to build a truly scalable and a consumer-centric business.”

Commenting on setting up 82°E, Deepika Padukone, Co-Founder, 82°E said, “Jigar and I envisioned this brand as an extension of my personal as well as professional journey. We set out to launch products which are high-quality, high-performing and an authentic reflection of my beliefs and practices.


“In this endeavour, we aim to make the practice of self-care simple, joyful and effective for all. With our launch category of skincare products, we have rigorously sourced, carefully crafted and clinically tested our products to achieve lasting results. I am honoured to have investors of global repute join us in our vision to establish 82°E as a modern self-care brand born in India for the world.”

82°E has witnessed phenomenal response and has already served consumers over 30 countries globally and has built capabilities to ship to over 200 countries.

The brand is well on its way to introduce more products in the skincare category over the next few months. All 82°E products are exclusively available on their website.

On their investment in 82°E, Deepak I. Shahdadpuri, Founder & Managing Director, DSG Consumer Partners says, “Over the last decade, we’ve worked with consumer founders to build world-class enduring brands, and with 82°E we are excited to partner with this passionate, goal driven founder duo. We are highly impressed by Deepika and Jigar’s uncompromising dedication, and commitment to building 82°E brick by brick.” - TWL Bureau