Celebrity-led brands, which once created a hype after launch, have seen mixed successes, as per Storyboard's report. Actor Hrithik Roshan's HRX saw over five-fold growth while actress Alia Bhatt's Ed-a-Mamma's revenue rose four-fold to ₹16.2 crore. However, cricketer Virat Kohli's WROGN saw its revenue dip by 29% in FY24 while actress Deepika Padukone's 82°E reported ₹25.1-crore EBITDA-level loss.