Vineeta Singh, a prominent investor on Shark Tank India and founder of cosmetics brand SUGAR Cosmetics, recently shared exciting developments for both her ventures. In an interview with Zoom Entertainment, Vineeta revealed a strategic partnership with Bollywood actress Kareena Kapoor Khan for their new Korean skincare line, Quench, which has witnessed a remarkable 4X growth since its launch in October 2023.
Vineeta shared thoughts on the power of celebrity endorsement, particularly when it transcends mere promotion and involves genuine investment. "In a country like India, nothing brings more trust" than celebrities like Kareena Kapoor Khan putting their money behind the brands they represent, Vineeta remarked. She elaborated on Kareena's influence, stating, "There's the trust and voice of somebody like Kareena...crores of Indians listen to her and trust what she says. But also, because she's excited about what she's building."
Vineeta underscores the difference this approach makes compared to traditional celebrity endorsements, where authenticity might be questioned. Here, with a genuine stake in the brand's success, the endorsement carries a stronger weight. "You have the authenticity of her genuinely creating products and using them...and when you mix authenticity and the trust of somebody like Kareena, the results are phenomenal."
The interview also shed light on another exciting development for Vineeta Singh's entrepreneurial journey. Bollywood actor Ranveer Singh has joined SUGAR Cosmetics as an investor. Vineeta spoke of Ranveer's enthusiasm and strategic vision, highlighting his constant drive to elevate the brand's image. "Every single time I speak to Ranveer, he's so excited... 'When will the IPO be? Where are we going next? Why is the design not as exciting? How do we make it a cooler brand?'" Vineeta sees this kind of active involvement from celebrities as a positive shift, where they contribute not just star power but also sharp business acumen.
Vineeta Singh concludes by expressing her belief in the powerful synergy between the business and entertainment worlds in India. "GDP comes from business but it's the film stars who get all the love...when these two come together, it is magical," she stated.
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