Aviral Jain Discusses Celebrity Co-Ownership Deals in The Financial Express

Aviral Jain, Managing Director in Duff & Phelps’ Valuation Advisory practice, was featured in The Financial Express, stating his views on the upcoming co-ownership models between celebrities and brands. He said that the traditional fixed fee payment models are being replaced with flexible co-ownership partnership models in which the celebrities have stake and involvement in terms of decision making in the business. This adds more credibility to the brand when consumers purchase it. Though the trend has been inspired by the West, it’s increasingly gaining popularity in India. True Blue from Arvind Fashion Brands, YWC from Yuvraj Singh and All About You from Deepika Padukone are the leading brands who’ve switched to this type of partnership.
 
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