Consumer & Internet
Mint Explainer: Why Reliance Retail is backing loss-making celebrity brands
01 May 2026
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.