Entrepreneur Ananya Birla has launched a new beauty and personal care (BPC) brand, set to debut in 2025. Her brand will introduce makeup, fragrances, and other products in phases, aiming to tap into India’s rapidly growing BPC market. Bollywood actress Janhvi Kapoor will represent the brand.
India’s BPC industry is projected to reach $34 billion by 2028, growing at a CAGR of 10-11%. Rising disposable incomes, expanding e-commerce, and increasing demand for high-quality, homegrown brands are driving this growth. Recognizing this trend, Ananya Birla aims to offer world-class products that prioritize authenticity and innovation.
“With greater exposure to global products, Indian consumers expect more from local brands. This venture will meet those expectations by introducing high-quality beauty products designed for the modern consumer,” Birla said.
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The beauty industry has seen a surge in new entrants. In 2023, Isha Ambani introduced Tira, a beauty retail platform offering makeup, skincare, and haircare products. Now, Ananya Birla is entering the market with a strong focus on redefining the customer experience.
“Our brand is built for the new age. Every aspect, from identity to market strategy, challenges industry norms and sets new standards,” she added.
Additionally, she holds leadership positions at Hindalco, Grasim, and ABFRL. Moreover, alongside her entrepreneurial ventures, she actively represents Maybelline as its brand ambassador. Consequently, her role further enhances her influence in the beauty industry. Furthermore, by taking on multiple leadership roles, she continues to expand her impact across various sectors.
