Indian celebrities are increasingly moving beyond endorsements to owning and building consumer brands, leveraging their cultural influence to create lasting loyalty. From fashion and beauty to food and fitness, stars are shaping products that reflect their identity. This shift highlights how celebrity power is evolving into sustainable business ventures.
Celebrity influence in India has long shaped consumer behavior, but 2025–26 marks a turning point: stars are no longer just faces of brands—they are becoming owners and entrepreneurs. According to BW Marketing World and Indian Retailer, this trend reflects a deeper connection between celebrity identity and consumer trust.
Actors, cricketers, and musicians are launching their own labels in fashion, beauty, wellness, and F&B, often backed by strategic partnerships and licensing. These ventures allow celebrities to control brand narratives, align products with their personal values, and build direct-to-consumer loyalty.
Experts note that while endorsements spark curiosity, ownership ensures longevity, as consumers feel they are buying into the celebrity’s lifestyle and authenticity.
Notable Updates and Major Takeaways
Shift in strategy: Celebrities moving from endorsements to brand ownership.
Examples: Deepika Padukone (fashion), Virat Kohli (fitness), Alia Bhatt (kidswear).
Consumer trust: Fans view celebrity-owned brands as authentic extensions of their idols.
Business model: Licensing and partnerships help scale ventures efficiently.
Market impact: Celebrity-led brands are reshaping India’s retail and lifestyle sectors.
Conclusion
The rise of celebrity-owned brands signals a new era of consumer culture in India, where influence translates into ownership and loyalty. By blending star power with entrepreneurship, celebrities are building businesses that resonate with fans and redefine the marketplace.
Sources: BW Marketing World, Indian Retailer, Fashionbi