Ananya Birla’s Bold Beauty Move: Can LOVETC Outshine Nykaa and Sugar?

Ananya Birla, the vibrant entrepreneur and heiress of the Aditya Birla Group, has launched her high-end colour cosmetics brand, LOVETC, in a bid to create a gallant fight with industry leaders such as Nykaa, Kay Beauty, and Sugar Cosmetics. India's beauty market is expected to grow to double by 2032, and LOVETC plans to claim 5-8% of the market share by making high-performance, luxury products affordable. The first-ever offering consists of state-of-the-art lipsticks, long-lasting eyeliners, and volume-producing mascaras, all created while prioritizing excellence and user enjoyment.

LOVETC's launch is not merely a business strategy—it's a declaration. "Price isn't what luxury is all about; the product quality is," insisted Ananya Birla, guaranteeing world-class quality for Indian shoppers. Bollywood actress Janhvi Kapoor has been signed as the brand's sole ambassador, further boosting the brand's aspirational credentials. The items will be sold on LOVETC's website and Nykaa, with digital retail expansion planned aggressively in top Indian cities.

With this daring venture, Ananya Birla is not only stepping into the beauty industry—she's rewriting the rules, mixing innovation, inclusivity, and Indian pride into each product.

Sources: Passionate in Marketing, Republic World, Times of India