Aditya Birla Fashion and Retail Limited announced a strategic partnership with India’s leading designer Ms. Masaba Gupta to build a gen-next focused fashion and lifestyle business under the brand “Masaba”. This was accomplished by entering into a Binding Term sheet to acquire a 51% stake in the entity.

This partnership aims to create a young, and digital-led portfolio play, across the affordable luxury segment in the fashion, beauty, and accessory categories.

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

This partnership will also mark ABFRL’s entry into the beauty & personal care market in India.

Ms.Masaba Gupta, Founder, House of Masaba said that the brand will introduce multiple product extensions bringing Cosmetics, Personal Care, Athleisure & Home Decor to its portfolio. With this partnership, the designer will look forward to creating immersive and collaborative experiences for the target audiences who highly engaging in virtual media now.