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House Of Masaba To Enter Home Decor And Cosmetics In Partnership With Aditya Birla Fashion

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Multi-hyphenate, Masaba Gupta has changed the vision of Indian traditional fashion, with her design sensibilities that channelise creative output through her brand House Of Masaba. Serving the wardrobe needs of the modern Indian woman, House Of Masaba has built a market of its own and empowers Indian ethnic wear with a fierce design language. And now fuelling the idea of collaborative creations, designer Masaba Gupta has announced an official partnership with India’s Aditya Birla Fashion and Retail. Partnering with the House Of Masaba to build a Gen-next focused fashion and lifestyle business under the brand ‘Masaba,’ Aditya Birla Fashion and Retail will acquire a 51 per cent stake in the designer label. With an aim to create a youthful, aspirational and importantly digital-led market, the brand’s offerings will span the apparel, accessories, beauty and other lifestyle product categories.


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A post shared by Masaba (@masabagupta)

Sharing her vision for the partnership, Masaba Gupta shared in a statement, “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. Inspired by the ever-evolving India-Proud Gen Z consumer, the brand will introduce multiple product extensions bringing Cosmetics, Personal Care, Athleisure & Home Décor to its portfolio.”


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A post shared by Masaba (@masabagupta)

She further added, “With this partnership, I also look forward to creating immersive experiences for our target audience, that is already engaged in the virtual medium today and is driving the industry’s evolution to the metaverse.”

ALSO READ: Yearly Rewind: Masaba Gupta’s 2021 Wardrobe Was Food For The Fashion Soul!

Hinting at its entry into metaverse which still seems like a distant dream for the Indian market, it will be exciting to watch the two brands unfold the unseen. And Looking at the lifestyle giant Aditya Birla group’s previous collaborations with Indian designer labels like Sabyasachi, this partnership will help bring House Of Masaba to the mainstream, and democratise its creations for a wider user base. Moreover, the collaboration will also mark ABFRL’s entry into the beauty & personal care market in India. As per a report, Aditya Birla Fashion and Retail has bought 51 per cent stake in House Of Masaba lifestyle for Rs. 90 crores as ‘Masaba’ brand targets to achieve annual revenues of around Rs. 500 crores in the next 5 years.


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A post shared by Masaba (@masabagupta)

This also is an inspiring new chapter for Indian female entrepreneurs who strive to reach the top. Masaba Gupta who started her label at the age of 19 is one of the very few Indian fashion icons and female entrepreneurs of today. Giving us all, immense hope and courage to defy the odds, we’re thrilled to watch, what the tie-up has more in store for us.


Image Source: Instagram/Masaba Gupta

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