In 2014, Padukone featured opposite Rajinikanth in the Tamil film Kochadaiiyaan, a period drama that was shot using motion capture technology. She was paid ₹30 million (US$420,000) for two days worth of work in it. In Homi Adajania's praised satire Finding Fanny, Padukone played a young widow who takes a road trip with her dysfunctional friends (played by Arjun Kapoor, Naseeruddin Shah, Dimple Kapadia and Pankaj Kapur) in search of a woman named Fanny. The film was screened at the 19th Busan International Film Festival; critic Anuj Kumar of The Hindu wrote that Padukone successfully "takes off the fineries of Bollywood and you can sense the freedom from baggage in her performance". Later that year, she starred opposite Shah Rukh Khan for the third time in Farah Khan's renewal of Happy New Year. She played a bar dancer who trains a group of underachievers for a dance competition. Sanjukta Sharma of Mint found her role to be of minimal importance that required her only to be "a pretty thing to be laughed at and pitied", but the film became one of her most successful, earning over ₹3.4 billion (US$48 million) worldwide.
Padukone took part in the opening ceremony of the third season of the Indian Premier League at the DY Patil Stadium in Navi Mumbai. Three years later, she performed alongside Shah Rukh Khan, Katrina Kaif, and Pitbull for the sixth edition of the Indian Premier League. In 2014, she participated in a concert tour across North America, entitled "SLAM! The Tour", in which she performed alongside her co-stars from Happy New Year. Padukone has also been involved with the Olympic Gold Quest team, established by her father and Geet Sethi to support Indian athletes at the Olympic Games, along with sports personalities such as Leander Paes and Viswanathan Anand and several other actors. In 2013, she launched her own line of clothing for women, in association with the retail chain Van Heusen. Two years later, Padukone collaborated with the fashion portal Myntra to launch another line under her brand "All About You". In 2019, she was appointed as the chairperson of the Mumbai Academy of the Moving Image. Through her own company, Ka Enterprises, Padukone invested in Drum Foods International, a fast-moving consumer goods company, and Blu Smart, an electric taxi startup.
Padukone is an active endorser for several brands and products, including Tissot, Maybelline, Coca-Cola, and L'Oreal Paris, among others. In 2014, Business Standard reported that Padukone earned ₹50 million (US$700,000) to ₹60 million (US$840,000) per endorsement deal and TAM AdEX named Padukone the most visible face on television in India that year. Duff & Phelps estimated her brand value to be US$102.5 million, in 2018, the second highest of Indian celebrities. In 2020, she became the first Indian actor to campaign for the fashion company Louis Vuitton. In the same year, Padukone was criticised for a Tik Tok video aimed towards the promotion of her film Chhapaak, in which she asked users to recreate her "acid-attack survivor look" from the film which was deemed "insensitive" and "disrespectful" to acid-attack victims. Later that year, Padukone was among several Bollywood actors who were called out for posting Instagram messages showing solidarity with the Black Lives Matter movement, despite their previous work advertising skin-lightening products which perpetuate colourism.