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LoveChild by Masaba debuts offline; Opens kiosks in Mumbai and Delhi

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The kiosks are situated at Nexus Seawoods Mall, Navi Mumbai, and Nexus Select CityWalk Mall, Saket, New Delhi

Bengaluru: Beauty brand LoveChild by Indian fashion designer and actress Masaba Gupta has entered offline retailing with the launch of two brand kiosks in Mumbai and Delhi the company told IndiaRetailing. The new outlets are situated at Nexus Seawoods Mall, Navi Mumbai, and Nexus Select CityWalk Mall, Saket, New Delhi.

“I’m very excited to bring LoveChild to the offline space, and introduce the brand to newer consumers across Mumbai and Delhi and eventually Pan-india. I want all Indians to experience the unique world of beauty products we’ve created,” Gupta told IndiaRetailing.

The brand will be opening more kiosks in the coming months across other cities.

“The general thesis among young brands in past few years has been to scale online first before going offline. However, we’ve consciously taken a call to build more offline distribution points quicker in the brand’s journey to propel demand across channels and build brand recall,” said Pratik Mukherjee, brand head at Lovechild.

Gupta’s fashion and lifestyle brand House of Masaba launched its own makeup line Lovechild in August 2022 with a dedicated e-commerce store offering lipsticks, lip glosses, and nail polishes in a range of bright shades.

LoveChild is currently owned by Aditya Birla Group under the House of Masaba franchise. The company forged a strategic partnership with The Aditya Birla Fashion and Retail Ltd (ABFRL) in January 2022, resulting in ABFRL holding a 51% stake in the venture. The partnership was aimed at facilitating ABFRL’s venture into the beauty and personal care market in India.

The concept of House of Masaba was introduced in 2009. The brand has a total of 15 stores across India out of which four are situated in Delhi, four in Mumbai, two in Bengaluru and one each in Ahmedabad, Hyderabad, Gurugram and Kolkata and Ludhiana.

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