Kumar Mangalam Birla’s daughter Ananya Birla’s BIG challenge to Isha Ambani, enters in…, signs Janhvi Kapoor as Brand Ambassador, her brand is…

Ananya Birla, has launched a new venture, LOVETC, which is a premium color cosmetics brand under the Birla Cosmetics Pvt Ltd (BCPL). Ananya has entered into India’s booming beauty industry, to capture a 5-8% market share in the segment. The step is taken after the launch of BCPL’s debut brand, Contraband. It was launched earlier this year to build a diverse portfolio in consumer-focused brands.

LOVETC is part of  a series of various initiatives taken by Birla, including Svatantra Microfin, Ikai Asai, and Sophius. LOVETC will be initially available on its direct-to-consumer platform and popular e-retailer Nykaa.It will reach a broad audience and plans rollout of 200 stores in 20 major cities across India in the coming months. 

“LOVETC aims to fill the gap for high-performance, homegrown beauty products in the Indian market,” said a statement issued from the Office of Ananya Birla, part of the Aditya Birla Group.

The company’s foray into colour cosmetics is part of its long-term vision to build a dynamic beauty portfolio, leveraging deep consumer insights and expertise in delivering product excellence.

Ananya is also making a social impact through the Ananya Birla Foundation, which has supported over 30,000 individuals in mental health and wellness since 2020.

India’s beauty market, valued at USD 629.42 million in FY2024, is projected to more than double to USD 1.3 billion by FY2032.

“With a strategic and consumer-first approach, we are poised to capture a 5-8 per cent share of India’s rapidly expanding cosmetics market, leveraging our expertise to drive meaningful impact and long-term growth,” she said.

LOVETC’s launch portfolio includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras. It has signed actor Janhvi Kapoor as LOVETC’s brand ambassador. 

(With Inputs From PTI)

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