Entrepreneur Ananya Birla, daughter of billionaire Kumar Mangalam Birla, has announced her entry into the rapidly expanding beauty and personal care (BPC) market. Birla’s new venture plans to launch a range of beauty and personal care brands across India throughout 2025, targeting diverse consumer segments with a phased rollout. The product portfolio will encompass makeup, fragrances, and other categories. While the announcement remains tight-lipped about whether this will be an independent entity or integrated within the Aditya Birla Group, it signals a significant move into a high-growth sector. Details regarding investment and future strategies are expected to be released later.
India’s BPC market is projected to reach a substantial USD 34 billion valuation by 2028, growing at a robust CAGR of 10-11%. This surge is fueled by demographic shifts, rising incomes, digital transformation, and evolving consumer preferences for natural, innovative, and premium products. The market currently features a mix of established domestic players like HUL, Dabur, and Godrej, alongside international brands and emerging digital-native companies.
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Birla’s entry follows a trend of major Indian conglomerates venturing into the beauty space. In 2023, Isha Ambani launched the beauty retail platform Tira, and recently, Hindustan Unilever Limited acquired a majority stake in the premium beauty brand Minimalist. These developments highlight the increasing segmentation and competitiveness of the BPC sector, creating opportunities for both established players and new entrants.
“The beauty industry in India is evolving at an unprecedented pace, and consumers are increasingly seeking products that resonate with their individuality and lifestyle,” said Ananya Birla. She emphasized the growing demand for world-class products from homegrown brands, stating, “With greater exposure to global products and knowledge, Indian consumers now demand more from home-grown brands—this venture aims to meet those expectations with authenticity and innovation and bring world-class products to the Indian marketplace.”
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The venture also harbors ambitions for a global footprint. This move follows the Aditya Birla Group’s entry into the branded jewelry market last year with the launch of Novel Jewels. Ananya Birla, known for her music career, also serves on the boards of several other Aditya Birla Group companies, including Hindalco, Grasim, and ABFRL. Her foray into the beauty industry underscores the increasing dynamism and potential of the Indian BPC market.
