Mint Explainer: Why Reliance Retail is backing loss-making celebrity brands

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Consumer & Internet

Data Factory, BI & Reporting

Mint explainer: why reliance retail is backing loss-making celebrity brands

01 May 2026

1 min read

Crucially, celebrity appeal doesn’t always translate into loyalty. Star power may drive initial trials, but repeat purchases hinge on product quality, pricing and consistency. “Marketing can jumpstart demand, but not sustain it without clear product-market fit,” Madhur Singhal, managing partner (consumer & internet) at Praxis Global Alliance, noted.

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