Katrina Kaif is a misfit. Here is a star who debuts in arguably the worst Bollywood film in history, barely speaks Hindi and is often ridiculed for her acting skills. Yet, she has managed to transform herself into India's most bankable star with the ticket receipts of her most recent five films crossing Rs5 billion (Dh378 million).
This tally even beats the five-film gross of India's top actors, Akshay Kumar, Saif Ali Khan and Salman Khan.
With her growing portfolio of films and product endorsements, industry experts predict Brand Kaif is on the fast track to become more powerful than Bollywood's other heavyweight, Aishwarya Rai Bachchan – India's biggest international celebrity.
Kaif has already topped the popularity stakes to become India's most-searched-for celebrity on Google – replacing Bachchan – along with winning the country's Sexiest Woman Alive international poll conducted by mens' magazine FHM, two years running.
"I warmly appreciate that fans have voted for me, but these are hardly titles that should be taken seriously," the 24-year-old tells Emirates Business exclusively on the eve of the release of her new film, New York. She adds: "But if such tags provide my producers a reason to smile, who am I to complain?"
But the producers are not the only ones who are grinning all the way to the bank. As Kaif's career moves from strength to strength – reportedly charging Rs150m per film – she has now become the only woman in the list of top five Indian celebrity brand endorsers, according to media research company TAM Adex; Shah Rukh Khan is on top with 21 products, followed by cricketer Mahendra Dhoni and actors Hrithik Roshan and Saif Ali Khan.
Pushing out competitors Bachchan, Kareena Kapoor and Priyanka Chopra, Kaif has been the face of 12 brands in her short career, but now only associates with nine. Pantene shampoo, Spice telecom and Nakshatra diamonds are her latest acquisitions.
Yet, it is worth noting that Kaif replaced Sushmita Sen to bag the Pantene deal, along with taking over from Chopra in Spice. However, it was the Nakshatra diamonds endorsement deal of 2008 that created controversy, considering Kaif was replacing none other than Bachchan, who had been an ambassador for the brand since 2004.
At the time, parent company Gitanjali justified their actions with Mehul Choksi, group chairman, saying: "Katrina is the perfect representation of the young, trendy and fashionable woman that Nakshatra targets."
Unfortunately for parties involved, the hoopla refused to die down until Aishwarya's husband Abhishek Bachchan went on the defensive and told IANS: "Nakshatra was discontinued by Aishwarya. It is false news that she lost out the endorsement to Katrina. Aishwarya had conditions and the company did not come to terms with this, so she called it off."
But Kaif, who's at the centre of this controversy, plays it cool, saying: "There is no competition between Aishwarya, Priyanka or me. This hype is media generated, which is understandable as magazines and newspapers need to bump up their sales."
Ask her what is the deciding factor when endorsing a product, and the business savvy Kaif – who shares an accountant with actor/producer Aamir Khan for her investment portfolio – says it's certainly not the money. "I will never lend my name to a flash in the pan product. The company has to be reputable and it has to satisfy my conscience that two years down the line I will be bringing more to the table than just a pretty face."
She adds: "When I took on Veet [hair-removing beauty product], I was able to bump up its market share by 40 per cent within three months. Similarly, I was offered several brands in the shampoo category – many providing much more money – but I chose Pantene and its sales rose by 40 per cent.
"And the fact that I know these details underscores that I believe in what I am selling."
Earlier this year, Kaif also lent her face to India's first Barbie doll, edging out stiff competition by none other than Aishwarya Rai Bachchan once again. Marking their 50th anniversary, Mattel Toys unveiled her look in April's Lakmé India Fashion Week, with the doll going into production in September.
"Being the face of Barbie is simply wonderful," says Kaif. "For an actress at the start of her career, this is a title one would like to embrace. Again, this is a brand I can relate to, taking into account I have six sisters and we've fought over our fair share of Barbies. It is also nice to know that I'm in the same league as Beyoncé Knowles and Kate Winslet who have lent their face to the brand."
Kaif has certainly come a long way from her gawky modelling days. The British-born actress of mixed heritage – her father is of Kashmiri origin while her mother's British – was discovered in Hawaii where she grew up.
"I was with my family on a beach when an agent approached us for a career in modelling. My mom only agreed to let me go provided I was chaperoned. So off we went to the United Kingdom and the rest is history."
What Kaif glosses over is being discovered by British-Asian director Kaizad Gustad, who featured her in the disasterous Boom (2003). Written off for her clumsiness at the Hindi language and her minimal acting skills, Kaif got a second break in Bollywood with 2005's Sarkar and Maine Pyar Kyon Kiya.
The latter film saw her star alongside Salman Khan, someone who she's reportedly been dating on and off for four years; coincidentally, Khan is also Aishwarya's former boyfriend. Critics say it is Khan's influence in the industry that gets her the films, but actors such as Akshay Kumar who has starred opposite Kaif in four blockbusters tell Emirates Business: "She is one of my favourite co stars and her rise to fame is all due to her hard work and dedication."
Kumar will be seen opposite Kaif in two films later this year, including Blue and De Dana Dan.
Quiz Kaif about her meteoric rise and the ever diplomat says: "I'm so busy these days, I hardly get time to ponder over such things. But recently, when I was driving from Bandra to town [suburbs in Mumbai] it suddenly struck me how long I had travelled from battling the tube in London. It was my eye in the storm moment."
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