Lovechild thrives in mass premium, House of Masaba targets luxury

ACTOR-ENTREPRENEUR MASABA Gupta has adopted a two-pronged growth strategy — keeping her beauty brand Lovechild firmly in the mass premium segment while pivoting her fashion label House of Masaba towards luxury bridalwear and fine jewellery.

- URVI MALVANIA

Speaking to FE, she said that quick commerce is fuelling Lovechild's expansion, in addition to the brand's website, marketplaces, and physical retail presence.

On Lovechild's customer traction, Gupta highlighted the brand's strong direct-to-consumer presence. "Brand.com (the brand's website) is almost 70% of our revenue right now, which is unheard of in beauty, because you typically need a marketplace to succeed," she said, underscoring the power of brand-led commerce in building loyalty and control.

She added that apart from the product portfolio, her hands-on approach to marketing has been a factor in driving website traffic and traction.

More recently, quick commerce has emerged as a critical growth channel. Gupta described it as a "game changer," with Blinkit standing out as the largest and fastest-growing platform.