Ananya Birla and the Aditya Birla Group are making a strong entrance into the beauty sector with the debut of LOVETC, a new brand set to redefine India’s cosmetics landscape. The brand aims to fill the market gap for high-performance, premium color cosmetics, offering quality, homegrown products for Indian consumers.
This expansion follows the success of Contraband, launched earlier by Birla Cosmetics Pvt. Ltd. (BCPL), reinforcing the company’s commitment to delivering exceptional beauty products. With India’s beauty market expected to grow from USD 629.42 million in FY2024 to USD 1,305.69 million by FY2032, there’s substantial opportunity for emerging, homegrown brands.
LOVETC’s launch portfolio includes advanced lipsticks, long-lasting eyeliners, and volumizing mascaras, all formulated with high-performance ingredients. Indian actress Janhvi Kapoor has been signed as the exclusive brand ambassador, further boosting engagement.
The brand will debut on its website and Nykaa, followed by retail expansion to 200 stores in top cities.
19-04-2025
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