MAM
Shubhankar Mishra exits NDTV amid rising digital fame
Journalist and YouTuber with 78 lakh subscribers reportedly steps down from consulting editor role.
MUMBAI: Shubhankar Mishra just traded the news desk for a bigger spotlight because when your Youtube following outnumbers most TV channels, even NDTV starts feeling like a warm-up act. The journalist and digital star has reportedly stepped down from his role as consulting editor at NDTV, fuelling fresh buzz around his fast-growing independent career. Mishra, widely recognised for his sharp takes on politics, geopolitics, entertainment, lifestyle, and cricket, commands a massive online audience: 78 lakh subscribers on YouTube and 15.3 million followers on Instagram.
He first gained prominence anchoring at TV9 Bharatvarsh before moving to Aaj Tak, where he announced his exit in 2023 via X (formerly Twitter). His career began in regional news with stints at India News Haryana and India News Uttar Pradesh/Uttarakhand (October 2015–September 2017), followed by Zee Media (November 2017–December 2018).
Mishra’s shift from traditional television to digital content has been meteoric. His podcast-style videos and commentary resonate strongly with younger viewers, blending in-depth analysis with accessible storytelling. The reported departure from NDTV comes as his personal platforms continue to surge, positioning him as one of India’s most influential independent voices in news and current affairs.
In a media landscape where screens are multiplying and attention is the real currency, Mishra’s journey from newsroom to Youtube stardom shows that sometimes the best scoop is building your own stage, one subscriber at a time.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
