Ananya Birla Enters the Beauty Industry with the Launch of Lovetc; Appoints Janhvi Kapoor as Brand Ambassador to Tap into India’s Growing Cosmetics Market

Ananya Birla has officially entered the beauty arena with the launch of her new colour cosmetics brand, LOVETC—her bold foray into one of India’s most dynamic and fast-growing consumer segments. This launch signals the next chapter for Birla Cosmetics Pvt. Ltd. (BCPL) as it expands its vision to create a contemporary, high-performance beauty portfolio designed specifically for Indian consumers.

Following the recent debut of BCPL’s edgy grooming label, Contraband, LOVETC sets its sights on a noticeable gap in the market—premium-quality makeup that combines high performance with affordability. The brand makes its entry with a carefully curated lineup of products including richly pigmented lipsticks, smudge-proof eyeliners, and volumising mascaras, all crafted to bring luxury-level results without the luxury price tag.

To build excitement and establish a strong cultural connection, LOVETC has signed Bollywood star Janhvi Kapoor as its brand ambassador. This strategic move is designed to resonate with Gen Z and millennial audiences, particularly across India’s urban centers, where trend-forward beauty consumption is rapidly growing.

LOVETC is kicking off its launch via a direct-to-consumer approach on its official website (lovetc.com), alongside an exclusive presence on beauty e-commerce platform Nykaa. Over the coming months, the brand will expand its footprint with a retail rollout across 200 stores in 20 major cities across India.

With the Indian beauty market projected to more than double—from $629 million in FY24 to over $1.3 billion by FY32—Birla Cosmetics Pvt. Ltd. is setting ambitious goals. The company is aiming to secure up to an 8% share of this booming sector in the near future.

“Luxury doesn’t have to be expensive,” said Ananya Birla, who chairs BCPL. “With LOVETC, we’ve focused on creating globally benchmarked products that feel premium, perform brilliantly, and are still accessible. This is about rethinking what beauty should feel like in India.”

“We’re in this for the long haul,” Birla added. “LOVETC isn’t just about products—it’s about building a beauty brand that mirrors the aspirations of modern India.”