Mumbai: The Office of Ananya Birla, Aditya Birla Group, is set to strengthen its foothold in the beauty industry with the launch of LOVETC—a revolutionary colour cosmetics brand aimed at redefining premium beauty in India. This strategic move is the latest development from Birla Cosmetics Pvt. Ltd. (BCPL), following the successful debut of Contraband earlier this year, underscoring the company’s commitment to delivering high-value offerings to Indian beauty enthusiasts.
LOVETC enters a rapidly growing market, with India’s beauty industry valued at USD 629.42 million in FY2024 and projected to more than double to USD 1,305.69 million by FY2032. The new brand is poised to fill the market gap for high-performance, homegrown colour cosmetics by leveraging deep consumer insights and a robust expertise in product excellence.
Speaking about LOVETC, Ananya Birla, Founder and Chairperson, Birla Cosmetics Pvt. Ltd. shared, “The launch of LOVETC reiterates our constant belief that price is not what defines luxury, the quality of the product does. Better quality at a better cost, LOVETC offers a fresh new take on beauty, by offering world-class, high-performance colour cosmetics where luxury comes as a promise of a better future.”
She adds, “With a strategic and consumer-first approach, we are poised to capture a 5-8% share of India’s rapidly expanding cosmetics market, leveraging our expertise to drive meaningful impact and long-term growth.”
Positioned as a premium brand crafted in India for both domestic and global consumers, LOVETC’s initial launch portfolio includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras—all formulated with ingredients that ensure high performance and user delight. Adding star power to the market entry, BCPL has also signed popular Indian actress Janhvi Kapoor as LOVETC’s exclusive brand ambassador. Kapoor’s modern appeal and effortless elegance are expected to enhance consumer engagement and elevate the brand’s visibility among aspirational beauty consumers.
LOVETC will make its debut on its direct-to-consumer website (https://lovetc.com/) and on Nykaa’s online platform, with a planned phased retail expansion across 200 stores in the top 20 cities in India. This strategic expansion not only reinforces BCPL’s long-term vision to build a dynamic beauty portfolio but also exemplifies the strong business acumen and innovative momentum driving Ananya Birla’s impactful foray into the beauty industry.
