Kay Kat Stole My Heart

What's the secret behind Katrina Kaif and Nykaa's successful Kay Beauty partnership? Turns out, it's not a complicated contract! In CNBC-TV18's Diwali Special of Young Turks Reloaded, Katrina Kaif and Adwaita Nayar get candid with @ShereenBhan about building a celebrity-backed beauty business that goes beyond star power. Adwaita reveals that neither side really knows what's in the contract - ‘I think neither she nor we know what's in the contract.’ And when disagreements arise? ‘We convince each other till one person sort of prevails.’ But beyond the laughs lies a serious business lesson. Adwaita believes ‘the celebrity name gets you only so far’ and that repeat purchases ultimately depend on the product. Katrina, meanwhile, wants Kay Beauty to build an identity much bigger than herself, rooted in consumer trust and community.

Katrina Kaif may be a Bollywood superstar, but when it comes to Kay Beauty, she is clear: ‘I am a founder.’ From learning the ropes of running a business in real time to building a differentiated brand, she says the last 7 years, have been equal parts exciting and exhausting! ‘There is one person counting the hours and that's my husband - he is the one telling me to put the phone down!’ Nykaa's Adwaita Nayar brings in the execution chops and drives the numbers! Kay Beauty has hit Rs 350 crore in annualised net sales value, growing 50% year-on-year for the last two years, with profitability since its first year. Catch Katrina Kaif and Adwaita Nayar in a special Diwali edition of Young Turks Reloaded, in conversation with @ShereenBhan on CNBC-TV18!