Shraddha Kapoor’s brand equity has skyrocketed with the success of Stree and its sequel, Stree 2. As one of the most bankable stars in Bollywood, her string of successful film choices often overshadows her achievements in the entrepreneurial arena.
Her recent successes have significantly boosted her social media presence, with 94 million followers on Instagram alone, making her one of the most-followed celebrities online. Kapoor isn’t slowing down on brand endorsements either, with partnerships that include ASICS, AJIO, Sleepwell, and other top-tier brands.
In 2024, Kapoor joined the Pune-based jewelry startup Palmonas as a co-founder, not only becoming the face of the brand but also playing an integral role in its marketing strategy. She has also made strategic investments in the cosmetics brand MyGlamm, showcasing her sharp business acumen.
In this cover story with ET BrandEquity, Kapoor shares her ‘grounded’ perspective, discussing her approach to building an authentic social brand persona, investing in categories with untapped potential, and juggling multiple roles as an actor, and entrepreneur.
Edited Excerpts:
Your social media following has skyrocketed post the success of Stree. What role do you think social media plays in shaping public perception and personal brand, especially after a significant milestone like this?
I very purposely and consciously stay away from thinking of social media like this. I am afraid there’s always a risk that I start seeing it as a branding exercise and it will take away from me being me. I’m glad that my social media following and engagement are big and have grown, all thanks to my social media family and no credit to me. I’m just being me. Funny when I feel funny, romantic when I feel like that and absconding from social media when I feel that. It is strictly and only an extension of me. I post almost as if I’m posting on my family WhatsApp group.
What strategies have you personally adopted to maintain authenticity while engaging with your millions of followers on Social Media?
Like I said, zero strategy. In social media, as well as in films, strategies end up being pitfalls more than strengths. I approach it like I approach movies. Do I like a story and what my character is adding to it? If yes then I’m on. Same way; do I like a photo or video and what I might feel like saying along with it? If yes, then it’ll be posted. Inevitably, I follow some trends because my algorithm shows me only the most trendy things across entertainment, business, sports, spirituality and so on. So whatever is the ongoing trend, could be shorter or longer videos, could be a certain audio, could be an edit style, since I’m consuming that I end up using that.When considering a brand endorsement, what factors are non-negotiable for you? Is it more about the product’s alignment with your personal values or its market potential?
Any answer I give to this question would be a lie, because the truth is that, each time I consider the association with a multitude of factors and each time I am objective and fair to the present context. Whether in the past, a brand’s alignment with my personal values has worked or not, it won’t affect my current judgement of the present brand I’m evaluating. But I try to look for opportunities that are new to the market, like Palmonas. Something that’s fully new and novel is always fun to associate with. Whether films or brands, at the end of the day, we have to go to bed with peace for having added some creative value to the universe. That’s why we do what we do.
I try to look for opportunities that are new to the market. Something that’s fully new and novel is always fun to associate with.Shraddha Kapoor
As a brand ambassador, you represent diverse industries, from beauty to fashion. How do you ensure each partnership feels authentic and mutually beneficial?
We have to understand that before I become a brand’s endorser there’s a lot that goes on at their end. They have a brand vision for the next few years, a strategy, a communication plan and then based on that they decide, whether I fit those parameters or someone else does. So, 90% of the job is done by the brand themselves. Post that, I have to give my best shot to convey those aspects to the intended audience. I not only ask them everything about their brand and journey, but also the reasons for which they chose me. This helps me understand what the common factors are between me and the brand in what we stand for.
You’ve invested in brands like MyGlamm and Palmonas. What drives your investment decisions and how do you balance personal involvement with professional endorsements?
They’re very different; MyGlamm is an investment cum brand endorsement and at Palmonas, I’m a co-founder and involved in branding, marketing and communication. However, for both these investments there was one common factor: the founders. For me it’s as important as a director on a film. If they’re clear about what they’re doing and I can visualise how they plan to build their brand over the next 3 years in the first meeting, then it’s a no-brainer. But that does not happen often. It’s not even a skillset thing but a spark-driven thing. For the second part, I’ve never had to balance anything, it’s just happened. I’ve never faced a situation where I felt I’m doing too much or they felt I’m doing too little or any such thing. So, the balance has always been sturdy. I’ll only have an answer to that if ever something goes wrong and I hope I never find out that answer.
The D2C beauty space is rapidly evolving. What lessons have you learned from your partnership with MyGlamm and how do you see the beauty and wellness industry transforming in the coming years?
I think it’s going to become very fragmented. I think tech has spoilt us all so much, that we want everything tailor-made to suit us like an algorithm does for our feed. I think it’s going to have an effect on the beauty and wellness industry in a way that a one-size-fits-all won’t be enough in any type of product. For a simple serum, lotion or cream, people might want a combination of properties like this fragrance with that ingredient and that SPF (sun protection factor) with this texture and that size bottle and so on. While a lower number of SKUs (stock keeping units) is always good for business, personalisation is going to be the need of the hour going forward. But I’m no expert on this, it’s just a feeling from the little bit that I know.
While a lower number of SKUs (stock keeping units) is always good for business, personalisation is going to be the need of the hour going forward.Shraddha Kapoor
Are there any industries or sectors where you see untapped potential and would consider launching your own startup in the future?
Many. But you’ll get the answer to this when I launch my next brand. Why should I talk about untapped markets and risk people tapping into it? The demi-fine (jewellery made with 18K gold vermeil and with semi-precious stones that aren’t real diamonds, emeralds, or rubies) category was untapped, now we have a head start. I’ll do the same with my next launch.
You juggle multiple roles as an actor, entrepreneur and brand ambassador. How do you prioritise your time and what personal practices help you stay grounded amid this dynamic career?
I keep my fundamentals in order. I never take on what is not my expertise. Across my roles, I stick to only what I know best and accordingly choose people who compliment my strengths, offset my weaknesses and vice versa. Personally, I’ve always found it easy to find time to spend with my loved ones, be a part of simple chores at home and take family decisions. I meditate often. I never overburden myself. I’m naturally like that.
As a woman navigating various high-pressure roles, what unique challenges have you faced and how have these experiences shaped your professional and personal journey?
After so many years, I’ve realised that I don’t actually think like that. Not until I am asked this question, at least. But the truth is, I am blessed to be in a place where the challenges are not really gender specific, or have not been for me, thankfully. I’ve seen men in the same kind of roles, some I get inspired by, some I feel should get inspired by me, and same for other women around me. It would be unfair to try to think and come up with unique challenges with the lens of gender.
What advice would you give to young women aiming to establish themselves in competitive fields, be it entertainment, entrepreneurship, or beyond?
There has never been a better time. India is growing and progressing like superpowers have in the past. The world is interested in working with us and our economy is stable, opportunities are ample. My main advice is to go out and just start. But a second and equally important advice is to not make career the only thing in life. It’s one of the main things, but never the only thing. Don’t burn yourself out trying to prove something. Do it for yourself. Do it for stability. But be balanced. It’s very easy when everything is going well to forget that life has more to offer.
