The Office of Ananya Birla, Aditya Birla Group, has strengthened its presence in the beauty industry with the launch of LOVETC, a brand designed to redefine the beauty landscape with quality homegrown brands that address the market-gap for high-performance, premium colour cosmetics in India.
This strategic expansion follows Birla Cosmetics Pvt. Ltd.’s (BCPL) successful launch of Contraband, earlier this year. The announcement reinforces BCPL’s commitment to providing high-value offerings to Indian beauty-enthusiasts. 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. India’s beauty market, valued at USD 629.42 million in FY2024, is projected to more than double to USD 1,305.69 million by FY2032, reinforcing the immense potential for fresh homegrown brands to thrive.
Speaking about LOVETC, Ananya Birla, Founder & Chairperson, Birla Cosmetics Pvt. Ltd. said: “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 added, “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.”
LOVETC will be positioned as a premium brand created in India, for consumers in the market and across the world. The launch portfolio includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras—all formulated with ingredients that prioritize performance and user delight.
To amplify its market entry, BCPL has signed Bollywood actress Janhvi Kapoor as LOVETC’s exclusive brand ambassador. Known for her effortless elegance and modern appeal, Kapoor’s association enhances consumer engagement and elevates the brand’s presence among aspirational beauty consumers.
LOVETC will debut on its direct-to-consumer website https://lovetc.com/ and on Nykaa’s online platform, followed with a phased retail expansion planned across 200 stores, in the top 20 cities in India.
Alongside the recent big power moves by Ananya Birla, her strong business acumen and success mantra; BCPL which created a big noise just last month with her foray in the beauty industry, is sure to catapult the existing Indian economy, to further heights.
About Ananya Birla
Ananya Birla, businesswoman and artist, is now making a significant foray into India’s beauty and cosmetics industry with innovative brands launching through 2025.
At 17, she founded Svatantra Microfin, now India’s second-largest NBFC-MFI, impacting 45 million lives. In 2023, the company strengthened its position with the acquisition of Chaitanya India Fin Credit, doubling its AUM, customer base, and workforce nationwide. Ananya is also the force behind Ikai Asai, a luxury lifestyle brand celebrating Indian craftsmanship with a modern aesthetic. She recently launched Sophius, a homegrown AI platform, unveiled at IIT Bombay with global expansion plans.
Beyond business, she champions mental health through the Ananya Birla Foundation, supporting 30,000+ individuals since 2020. She is a Director on the board of ABMCPL and serves on the boards of Hindalco, Grasim, and ABFRL, contributing to strategic growth and innovation.
