Ananya Birla Launches LOVETC in Indian Beauty Market

Ananya Birla has launched LOVETC, a premium colour cosmetics brand under Birla Cosmetics Pvt Ltd, aiming to capture 5-8% of India's growing beauty market. The brand promises luxury-quality products at accessible prices, highlighting that quality defines luxury rather than price. The debut collection includes advanced lipsticks, long-wear eyeliners, and volumizing mascaras, appealing to Indian consumers' evolving beauty needs. To enhance its market presence, LOVETC has appointed Bollywood actress Janhvi Kapoor as its brand ambassador, expected to attract beauty enthusiasts across the country. The brand will initially be available online through its own platform and Nykaa, with plans for a phased retail rollout across 200 stores in major cities. Birla's venture reflects a strategic move to leverage nationalism and consumer preference for local brands amidst competition from global giants.