Beyond the Screen: How Bollywood Celebrity Entrepreneurs Are Building Brands

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Once upon a time, a Bollywood celebrity’s business reach ended with a perfume ad or a shampoo endorsement. Not anymore. Today, Bollywood celebrity entrepreneurs like Alia, Katrina, Kriti, Ranveer aren’t just making fashion trends. According to Kroll’s Celebrity Brand Valuation Report 2024, India’s top 25 celebrities collectively hold a brand value of $2 billion¹— proof that stardom is also serious business. These celebs are building brands, and rewriting the rules of Indian entrepreneurship.

Asa media strategist and entrepreneur passionate about how personal stories drive business, I’ve seen firsthand how celebrity influence has evolved. These stars aren’t waiting for scripts or directors to shape their future. They’re stepping behind the camera using their fame and vision to launch companies and set new trends.

We’re no longer talking about mere endorsements. We’re talking about equity stakes, founder status, innovation partnerships, and sustainable business models. Research suggests that consumer attitudes toward celebrity-led businesses depend more on brand–business congruence than celebrity fame alone (Teng, Su, Liao, & Wei, 2020).²

This rise of the star as entrepreneur is part of a bigger movement. Building a legacy that goes beyond awards, followers, or filmographies. It’s about blending influence + investment to create a future. Today’s celebs aren’t just faces on billboards but visionaries shaping what Indian consumers want next.

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Alia Bhatt – Fashion Meets Sustainability with Ed-a-Mamma

Currently placed 4th in Kroll’s 2024 report, with a brand value of $116.4 million — a testament to her growing clout in sustainable fashion entrepreneurship.

When Alia Bhatt launched Ed-a-Mamma in 2020, she didn’t just step into fashion — she stepped into a mission. Her motivation was deeply personal: as a young woman passionate about climate action. Alia wanted to create a brand that connected children to nature. She believed that if kids developed a love for the environment early on, they’d grow up to be more conscious citizens. Unlike the typical celebrity endorsement route, Alia took the bold path of becoming a Bollywood celebrity entrepreneur, founding her own label with purpose.

The Evolution of Ed-a-Mamma

What started as a niche kidswear line has evolved into a full-fledged sustainable fashion brand. Alia’s venture quickly gained popularity among Indian parents looking for cute, comfortable, and affordable clothes that didn’t harm the planet. The brand’s storytelling approach — using charming characters like Mittu the Sparrow and Kooky the Cat — helped build emotional connections with young buyers. By 2023, Ed-a-Mamma had expanded into maternity wear, teenage apparel, and even footwear, marking its place as one of India’s fastest-growing homegrown fashion labels.

Product Categories and Offerings

Ed-a-Mamma offers a wide range of products, from dresses, shorts, and shirts to maternity wear, joggers, footwear, and eco-friendly accessories. The brand focuses on using organic cotton, plastic-free packaging, and earth-friendly dyes. Every product is designed not just for style, but for purpose — promoting sustainability while remaining fun, colorful, and kid-friendly.

Commitment to Sustainability

At its core, Ed-a-Mamma is more than a business; it’s a commitment. Alia has emphasized that every step — from raw materials to packaging — aligns with her eco-conscious values. In 2023, Reliance Brands acquired a majority 51% stake in Ed-a-Mamma, amplifying its reach nationally and globally. Yet, Alia continues to steer the brand’s creative and ethical vision, proving she’s not just lending her name but actively shaping a fashion movement. For the entertainment world, her journey shows how celebrity entrepreneurship can drive meaningful, lasting change.

Alia Bhatt’s Ed-a-Mamma proves that Bollywood celebrity entrepreneurs can build brands with heart, inspiring a generation to embrace fashion that’s not just beautiful — but beautifully sustainable.

Katrina Kaif – Kay Beauty: Blending Glam with Inclusivity

Kaif’s entry into entrepreneurship wasn’t a superficial celebrity move — it was the result of deep passion and sharp business insight. Katrina Kaif may not appear in Kroll’s 2024 top list, but with an estimated net worth of around $30 million and Kay Beauty crossing ₹200 crore in revenue, her entrepreneurial influence is firmly established.

With Kay Beauty, launched in 2019 alongside Nykaa, Katrina stepped into the beauty industry not as an ambassador but as a visionary Bollywood celebrity entrepreneur. Her personal journey — from teenage fascination with makeup to working with the best artists in the industry — gave her a unique lens to spot gaps in India’s cosmetics market. She wanted to create high-performance, inclusive, and affordable products that felt authentic, not intimidating.

The Genesis of Kay Beauty

Kay Beauty’s creation wasn’t rushed. Katrina insisted on a two-year development delay to ensure formulations met her exacting standards. This commitment to “perfection” resulted in India’s first celebrity-owned beauty brand built with purpose, not just publicity. Partnering with Nykaa gave the brand access to over 100 stores and digital reach across 1,600 cities, setting the stage for nationwide success.

Brand Philosophy

The brand’s tagline, #ItsKayToBeYou, isn’t just marketing — it’s a promise. Kay Beauty offers all-inclusive shade ranges that cater to India’s diverse skin tones and actively features people across genders and sexual orientations in its campaigns. As a vegan, cruelty-free label with eco-friendly packaging, Kay Beauty champions ethical beauty and self-expression, helping consumers embrace who they are, not who they’re told to be.

Business Success

Financially, Kay Beauty stands tall. It surpassed ₹200 crore in revenue by 2024 and has remained profitable for three straight years — a feat unmatched by many celebrity-led ventures. Top-performing products include matte lip colors, foundation sticks, and kohl pencils, all designed for long wear in India’s humid climate. Katrina’s journey from actress to beauty mogul proves that with authenticity, strategy, and consumer focus, Bollywood stars can build brands that last and lead.

Katrina Kaif’s Kay Beauty proves that Bollywood celebrity entrepreneurs can set new industry standards, blending glamor with authenticity and inspiring consumers to embrace beauty that’s inclusive, ethical, and proudly Indian.

Ranveer Singh – SuperYou: Disrupting India’s Protein Market

Singh is known for his unmatched energy on screen — but off-screen, he’s shaking up the nutrition world as a Bollywood celebrity entrepreneur. Co-founded with Nikunj Biyani and backed by Think9 Consumer Technologies, SuperYou launched in November 2024 to tackle India’s massive protein gap: over 73% of Indians are protein deficient, and 93% don’t even know their daily requirement.

Ranveer Singh is currently ranked 2nd in Kroll’s 2024 Celebrity Brand Valuation Report, with a brand value of $170.7 million — highlighting how his rising entrepreneurial ventures like SuperYou amplify his already dynamic brand appeal.

The SuperYou Mission

SuperYou’s vision is bold: move India from a “protein-deficient to a protein-sufficient country.” But unlike niche protein powders targeting gym-goers, SuperYou integrates protein into everyday snacks — from its flagship protein wafers to multigrain protein chips. With bio-fermentation technology using yeast protein, SuperYou delivers clean, sustainable alternatives to traditional animal or plant proteins, making nutrition fun and accessible.

Ranveer’s Co-founder Role

Ranveer holds a 50% stake and plays an active role beyond marketing. His fitness persona, deep market understanding, and energetic public image help SuperYou position itself not just as a health brand but as a cultural movement. The brand’s motto — “snacking that actually supports your hustle” — mirrors Ranveer’s dynamic, non-conformist philosophy, even reflected in SuperYou’s logo design.

Early Wins and Growth Plans

In its first 90 days, SuperYou sold over 1.6 million protein wafers. Backed by ₹40–50 crore investment and Series A funding from Zerodha’s Rainmatter Capital, the brand targets ₹500 crore in revenue within 5–7 years. It’s expanding aggressively into tier-2 and tier-3 cities and preparing for international launches in Hong Kong and the UAE. Positioning itself as a disruptor in India’s ₹12,800 crore protein market.

Ranveer Singh’s SuperYou proves that Bollywood celebrity entrepreneurs can turn passion, innovation, and mass appeal into a brand that doesn’t just sell products — it changes food culture.

Kriti Sanon – Hyphen: Skincare for the Modern Indian

The gigantic leap of Kriti into entrepreneurship wasn’t just a celebrity move — it was driven by passion and purpose. On her 33rd birthday in July 2023, she launched Hyphen, a skincare label born from the belief that modern Indian consumers deserve effective, science-meets-nature skincare without the complexity or premium price tags.

With an estimated net worth of $10 million and Hyphen crossing ₹100 crore in its first year, Kriti Sanon is fast emerging as a formidable force in India’s skincare market.

Unlike many celebrity brands that stop at endorsement, Kriti became a hands-on Bollywood celebrity entrepreneur, stepping into the role of Chief Customer Officer (CCO). Kriti Shares:

“Hyphen originated from a pure passion for skincare and a curious, driven mind that always wanted more in life! Each product blends amazing ingredients from both nature and science to create a power-packed solution for every concern. I hope you enjoy the products as much as we enjoyed creating them for you.”

Hyphen’s USP

Skincare by Kriti Sanon – Hyphen’s unique selling proposition lies in its “hyphenation” approach — blending potent scientific actives with natural ingredients to create powerful, solution-driven skincare products. The brand emphasizes clean beauty: 100% vegan, PETA-certified, cruelty-free, and formulated without harmful chemicals. From sunscreens like the bestselling All I Need Sunscreen SPF 50 PA++++ to niacinamide serums and ceramide-rich moisturizers. Every product is crafted to be affordable, accessible, and high-performing — making it a standout in India’s crowded skincare market.

Influencing Young Consumers

Kriti Sanon’s personal authenticity and fitness-driven lifestyle play a central role in shaping Hyphen’s appeal. With over one billion digital impressions in just seven months and a vibrant Instagram community of over 200,000 followers, Hyphen connects deeply with digitally native, younger consumers. The brand’s “raw and community-driven content” strategy — including nostalgic collaborations like the Mango Bite lip balm — reflects Kriti’s understanding of what resonates with India’s Gen Z and millennial audiences.

Celebrity Co-founder Strategy

Kriti’s co-founder role goes beyond image; she actively contributes to R&D, packaging, and product improvement. Paired with PEP Technologies’ ₹30 crore investment and operational muscle, this strategic alliance propelled Hyphen to achieve ₹100 crore in revenue in its first year and secure over 1 million customers across 19,000 pin codes — making it one of India’s fastest-growing D2C skincare brands.

Kriti Sanon’s Hyphen showcases how authentic, innovation-driven Bollywood celebrity entrepreneurs can reshape India’s beauty market, blending passion, data, and purpose into every bottle.

Deepika Padukone – 82°E: Wellness from Within

82°E isn’t just a skincare label — it’s a mission to redefine self-care by blending beauty, mental health, and authenticity. Co-founded with venture capitalist Jigar Shah in 2021, 82°E officially launched in November 2022 as a Bollywood celebrity entrepreneur-led venture focused on premium, clean, vegan, and cruelty-free products.

Deepika Padukone, with an estimated net worth of $60 million, continues to expand her influence globally. Her personal journey as a mental health advocate deeply informs the brand’s ethos, with a commitment to simplifying self-care and making wellness a joyful daily ritual.

The Story Behind 82°E

Named after India’s longitudinal line, 82°E stands for “born in India, for the world.” It merges India’s traditional wellness wisdom with modern global science. Deepika is not just a figurehead — she’s actively involved in product development, testing every formulation herself to ensure it aligns with her personal standards and brand mission.

Product Line & Philosophy

82°E’s product portfolio expanded from five core items to over twelve within a year, including cleansers, moisturizers, face oils, lip care, sunscreens, body care, and a dedicated men’s line launched in early 2024. Hero ingredients like Ashwagandha, Manjishtha, Gotu Kola, and Ceramides are paired with advanced actives to create a clean, East-meets-West skincare experience. Every product is clinically tested and formulated by an in-house R&D team led by top scientists, ensuring efficacy and safety.

Brand Positioning & Premium Strategy

Strategically positioned as a premium direct-to-consumer (D2C) brand. 82°E competes with global luxury skincare players, boasting ₹23.66 crore in FY24 revenue — a 2.1x jump from the previous year. With its recent omnichannel expansion through a partnership with Reliance Retail’s Tira and global shipping to over 150 countries, 82°E is scaling rapidly as a luxury skincare disruptor.

Deepika Padukone’s 82°E proves that Bollywood celebrity entrepreneurs can merge emotional connection, premium quality, and global ambition, redefining what Indian beauty brands can achieve.

Shah Rukh Khan – Red Chillies & the Business of Storytelling

The entrepreneurial journeyof Shahrukh isn’t just about celebrity status — it’s about transforming himself into a business powerhouse. In 2002, SRK co-founded Red Chillies Entertainment (RCE) with Gauri Khan, evolving it from a film production house into a Bollywood celebrity entrepreneur empire spanning VFX, sports, and global media.

According to Kroll’s 2024 Celebrity Brand Valuation Report, Shah Rukh Khan is ranked 3rd with a brand value of $145.7 million. A sharp 21 percent jump from last year. While cricketing icon Virat Kohli leads the list at $231.1 million.

Building Red Chillies Entertainment

Red Chillies has produced blockbuster hits like Main Hoon Na, Om Shanti Om, Chennai Express, Raees, and Jawan. Its VFX division, Red Chillies VFX, has become a market leader, handling major Bollywood projects and external client work. SRK’s investments extend to owning a 55% stake in the IPL team Kolkata Knight Riders (KKR), valued at ₹943 crore, and a share in KidZania India, reflecting a strategy that fuses cinema, technology, and sports for diversified growth.

Business Diversification

Beyond films, RCE holds valuable intellectual property. They have equipment leasing operations, manages talents. And also expanded into OTT partnerships including landmark Netflix deals. With consolidated revenues estimated at ₹3,000 crore (FY23) and a net income of ₹850 crore, SRK’s empire has proved its resilience through innovation and horizontal integration.

Legacy of King Khan in the Business World

Globally, Shah Rukh Khan stands as a global brand icon. His ventures extend internationally, from co-producing projects to expanding KKR’s footprint in Caribbean and Abu Dhabi leagues, showcasing the power of leveraging stardom for sustainable business ventures.

Shah Rukh Khan’s Red Chillies story proves that Bollywood celebrity entrepreneurs can create enduring legacies, blending storytelling brilliance with sharp business acumen.

Bonus Mention – Twinkle Khanna: Penning a New Identity

Twinkle Khanna’s entrepreneurial journey is a bold departure from typical celebrity-led brands. After stepping away from acting, she redefined herself not just as a Bollywood celebrity entrepreneur. But as a creative force shaping India’s cultural landscape.

From Films to Books

Twinkle’s pivot began with writing. Her debut book Mrs Funnybones became a bestseller, followed by The Legend of Lakshmi Prasad and Pyjamas Are Forgiving, cementing her reputation as one of India’s top-selling female authors. Her sharp, humorous columns for major newspapers added to her voice as a respected social commentator.

Twinkle Khanna’s estimated net worth of $30 million combined with the success of her content platform Tweak India highlights her ability to build cultural and business relevance beyond films.

Founder of Tweak India

In 2019, Twinkle launched Tweak India, a bilingual digital content platform aimed at modern Indian women. With topics ranging from parenting and wellness to career advice and mental health, Tweak India blends entertainment with empowerment. In 2022, the platform’s success led to its acquisition by The Good Glamm Group. Twinkle retained a leadership role.

Twinkle’s Influence Beyond Stardom

Beyond business, Twinkle champions education, satire, and social causes, from menstrual hygiene awareness to public speaking at Oxford and the UN. Her journey showcases how Bollywood celebrity entrepreneurs can break molds, using intellect and humor to inspire meaningful change.

5 Lessons Learned from Bollywood Celebrity Entrepreneurs

Rise of Bollywood celebrity entrepreneurs offers more than just glitzy stories. It provides real, actionable lessons for India’s startup and business ecosystem. Their journeys reveal patterns of innovation, resilience, and personal branding that any entrepreneur can learn from.

1️⃣ Authenticity Wins

Audiences and consumers connect most with brands that reflect the celebrity’s real values and passions, not just their fame. Beyond startups and brand building, research shows that celebrity ventures can even influence financial markets. Evidence from India reveals how celebrity association impacts stock-market returns (Agnihotri & Bhattacharya, 2016)³.

2️⃣ Diversification Is Key

From wellness to tech, these stars show that spreading investments across industries helps reduce risk and amplify impact.

3️⃣ Emotional Branding Has Power

Whether it’s Alia Bhatt’s eco-conscious Ed-a-Mamma or Deepika Padukone. Self-care message at 82°E, emotional storytelling drives customer loyalty.

4️⃣ Scale Needs Strategy

Shah Rukh Khan’s Red Chillies and Ranveer Singh’s SuperYou prove that celebrity power alone isn’t enough — robust strategies, partnerships, and execution are essential.

5️⃣ Social Impact Matters

Brands like Twinkle Khanna’s Tweak India show that weaving social responsibility into business creates long-term cultural relevance. Bhumi Pednekar extends this lesson by launching her eco-conscious beauty brand. Backbay spotlights sustainability as a core value. Proving purpose-led ventures resonate deeply with modern Indian consumers.

Ultimately, the biggest lesson is that celebrity entrepreneurship today is about purpose, not just profit — a shift transforming India’s consumer and startup landscape for good.

Also Read:

• From Passive to Powerful: How Bollywood is Rewriting the Modern Woman
• The Rise of Regional Cinema: Data, Trends, and Future of Indian Entertainment

FAQ: Bollywood Celebrity Entrepreneurs

The Rise of the Starpreneur

Bollywood celebrity entrepreneurs are reshaping India’s business landscape by moving beyond simple endorsements to full-fledged ownership and innovation. With emotional branding and a massive fan base, Bollywood stars wield unmatched influence.

These celebs are not just selling products. They’re selling purpose, values, and aspirational lifestyles. As they blend passion, authenticity, and business acumen. The starpreneurs are proving that true success lies not just in box office numbers but in building brands that last.

Want more insights into how entertainment and entrepreneurship intersect? Stay tuned. At TrendVisionz, we’ll keep tracking how India’s starpreneurs shape culture and commerce. In today’s world, entertainment and entrepreneurship are two sides of the same story.

Additional Resources:

1. Kroll. (2024). Celebrity brand valuation study 2024: Virat Kohli tops list with brand value of $231.1 million. Kroll. https://www.kroll.com/en/newsroom/celebrity-brand-valuation-study-2024 ↩︎
2. Teng, W., Su, Y., Liao, T.-T., & Wei, C.-L. (2020). An exploration of celebrity business ventures and their appeal to fans and non-fans. Journal of Retailing and Consumer Services, 54, 102004. ↩︎
3. Agnihotri, A., & Bhattacharya, S. (2016). The Market Value Of Celebrity Endorsement: Evidence from India Reveals Factors That Can Influence Stock-Market Returns. Journal of Advertising Research, 58(1), 65–74. https://doi.org/10.2501/JAR-2016-021 ↩︎

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Nupur Mahajan is a Fashion & Lifestyle Influencer, Digital Creator, and regular guest writer at TrendVisionz. Known for her impeccable style and relatable storytelling, she blends global fashion trends with everyday elegance.

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