Bhumi Pednekar's Backbay and Tamannaah's jewellery line mark Bollywood's deeper retail push
Bhumi Pednekar self-funded premium beverage brand Backbay launched in 2025, while Tamannaah Bhatia debuted Tamannaah Fine Jewellery in January with national and global retail ambitions. The moves underscore a shift from endorsement deals to founder-led retail bets by Indian celebrities.
Bollywood actors Bhumi Pednekar and Tamannaah Bhatia have entered Indian retail as founders. Pednekar launched self-funded premium beverage brand Backbay in 2025, while Bhatia debuted Tamannaah Fine Jewellery in January, eyeing national and global retail expansion.
Why this matters
Backbay's debut places Bhumi Pednekar alongside Tamannaah Bhatia and a wider wave of Indian celebrities moving from paid endorsements to equity-led consumer brands across beverages, beauty and jewellery.
Retail-brand activity steady with 1,907 signals in the last 90 days.