Aditya Birla Fashion and Retail Limited, partners with Designer Masaba Gupta, to build a fashion and lifestyle brand ‘Masaba’

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Aditya Birla Fashion and Retail Limited (ABFRL), on Friday, announced a strategic partnership with India’s leading designer Masaba Gupta to build a gen-next focused fashion and lifestyle business under the popular and contemporary brand “Masaba”. 

It is expected that the Brand “Masaba” will be scaled predominantly through the digital direct-to-consumer (D2C) channel, leveraging its strong connect with younger and digitally influenced consumers. The brand will offer products related to the entire lifestyle ranging from apparel, accessories, beauty, and other lifestyle products and is targeting to achieve annual revenues of around Rs.500 Cr in the next 5 years.

“As a new generation of young and digitally native consumers explore their needs within fashion and lifestyle, they actively seek brands that are colourful, vivid and digital. Masaba is a young, effervescent brand with a refreshing and innovative take on every lifestyle category.” 

Mr. Ashish Dikshit, Managing Director, ABFRL

He added, “This partnership is also an important step in building presence in the fast-growing beauty and personal care segment.  This fits in well with our overall strategy to partner India’s top most designers to build a portfolio of distinctive and aspirational home-grown brands across fashion and lifestyle categories.

This partnership aims to create a young, aspirational, and digital-led portfolio play, across the affordable luxury segment in the fashion, beauty, and accessory categories. It will also mark ABFRL’s entry into the beauty & personal care market in India. This is a rapidly growing segment driven by an increase in women shoppers, a rise in disposable incomes, and acceleration in digital influence.

” As a young, homegrown brand I am delighted to partner with ABRFL to further solidify the House of Masaba into a 360-degree, global lifestyle brand of the future. 

Ms. Masaba Gupta, Founder, House of Masaba

She added, ‘Inspired by the ever-evolving, India-Proud Gen Z consumer, the brand will introduce multiple product extensions bringing Cosmetics, Personal Care, Athleisure & Home Decor to its portfolio. The House of Masaba already has established a strong foothold among the youth with a robust digital-first strategy and the tie-up with ABRFL will strengthen this position, making the brand future ready. With this partnership, I look forward to creating immersive and collaborative experiences for our target audiences who highly engage in virtual mediums today and are driving the industry’s evolution to the Metaverse.’

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