Bhumi Pednekkar turns investor in footwear label VIVI blu
Notably, label VIVI blu is acknowledged for its focus on clean, thoughtful design and footwear made for daily comfort and ease.
Actress Bhumi shared what connected her to the brand was its clear vision and the honesty of the team behind it.
Before collaborating as a partner and the new Vivi Woman, she took time to understand the products, materials, manufacturing approach, and the brand’s long-term direction.
For the brand, Bhumi’s collaboration goes beyond a usual celebrity partnership. She is viewed as someone who understands fashion instinctively while also bringing an entrepreneurial mindset. Her connect with young, independent consumers especially women seeking a balance of design and comfort makes the collaboration feel organic and aligned.
Her decision places her among an escalating number of female actors in India and globally who are choosing ownership in brands they believe in, instead of limiting themselves to endorsement roles. It reflects a larger shift within the industry, with women increasingly opting to be part of the decision-making process, contribute to product vision, and engage in long-term brand growth rather than short-term associations.
With VIVI blu, Bhumi’s association goes beyond endorsement. She is backing the brand’s design approach and its homegrown vision, reflecting her belief in its potential for long-term growth.
News Edit KV Raman
