Going Global: Deepika Padukone To Launch Lifestyle Brand Rooted In India

MUMBAI, India — Bollywood actor Deepika Padukone will soon launch her lifestyle brand that is rooted in India.

The first category of launch will focus on beauty and skincare. This category specifically, while rooted in India, will be backed by science, as per reports.

“India, I believe, has always been positioned uniquely,” she said.

“While we have tremendous access to the rest of the world, we are a country that is rich in values, culture, and heritage, something we are extremely proud of. Therefore, our endeavor is to build a brand that is rooted in India yet global in its reach and appeal.”

The name of the brand has not been revealed yet. It is expected to roll out in 2022.

Padukone has launched several initiatives in terms of community service. She found the “LiveLaughLove” foundation in October 2015 to help people who struggle with mental health issues like stress, anxiety, and depression. The five-year-old organization works towards creating awareness about adolescent mental health issues by organizing training sessions and special lecture series by renowned thinkers and achievers.

For her work in this field, she was awarded the Crystal Award at the World Economic Forum for spreading awareness about the importance of mental health in 2019.

“With more than 300 million people suffering from the illness, depression is the leading cause of ill health and disability in the world today and a major contributor to the overall global burden of disease. It is therefore increasingly clear that now more than ever before, we need to aggressively address what is an invisible and overlooked health and social burden,” she said.

“I am humbled and deeply honored to be chosen for Crystal Award and dedicate the award to the millions around the world who experience stress, anxiety and depression, and other forms of mental illness.”

Even as India was struggling with its deadly second Covid-19 wave, Padukone launched the “Frontline Assist” initiative to provide mental health support to the country’s frontline workers in July 2021.

Under her “LiveLaughLove” foundation, Padukone joined forces with a non-profit organization Sangath, which aims at improving health and evidence-based interventions in mental healthcare. With this initiative, Padukone supported Sangath’s Covid-19 well-being center via the sales acquired from her clothing line, “The Deepika Padukone Closet.”

“Frontline workers have been the backbone of our country as we weather this pandemic,” she said in an Instagram post.

“Having had a lived experience with mental illness, I understand the importance of emotional well-being, and as a mental health foundation, we are grateful to be able to contribute to the mental health of our country’s frontline workers with ‘Frontline Assist.’”

“We are proud to direct proceeds from ‘The Deepika Padukone Closet’ towards mental health support of our country’s real heroes through our partnership with Sangath.”

In July 2021, the “Piku” actor launched the world’s first audio festival about self-care and mental health, titled “Care Package” on social networking app “Clubhouse.”

Padukone shared the news on her Instagram handle.

“I’m super excited to launch ‘Care Package’ — An Audio-First Festival that Cares! This package, curated by me, is a box full of conversations and performances from thought leaders around the world that prioritize ‘Care,’” she wrote.

The audio festival boasted an exciting lineup of conversationalists like Paul Davison, Raghava K.K., Aarthi Ramamurthy, Sriram Krishnan, The Artidote, Radhi Devlukia, and a special performance by singer Prateek Kuhad.

Padukone also joined hands with the United Nations agency, UNICEF India, to produce a digital support guide on Instagram called “Chain of Wellbeing” to help people cope with overall stress and anxiety due to Covid-19.

The guide, which comprised of topics like “Managing Stress and Anxiety Amidst The Pandemic,” “Managing Trauma and Loss,” “Feel Your Feelings,” “Managing The Effects of Isolation,” “Coping With Grief And Loss,” “Finding Your Flow,” “Developing An Enjoyment Of Solitude,” “Make Time For Yourself,” “The Effects Of Journaling,” “Seeking Help With Mental Health,” “How To Deal With Uncertainty,” and “Setting Better Boundaries,” was launched in association with several other social media influencers like “Vitamin Stree,” “The Artidote,” “Kaha Mind,” etc.

Meanwhile, on the film front, Padukone was last seen in Meghna Gulzar’s 2020 drama “Chhapaak” opposite Vikrant Massey and Madhurjeet Sarghi.

She will next be seen in “83,” “Baiju Bawra,” “Fighter,” “Pathan,” “K,” and an untitled Shakun Batra film.

(With inputs from ANI)

Edited by Ojaswin Kathuria and Nikita Nikhil