Masaba Gupta announces tie-up with Aditya Birla Fashion to build gen-next focussed fashion

Fashion designer Masaba Gupta will be collaborating with India's leading fashion company Aditya Birla Fashion and Retail Limited (ABFRL) to create fashion-focussed on gen-next. Masaba, who owns the fashion line ‘House of Masaba’, took to her Instagram handle to share the news of the collaboration.

Taking to her Instagram handle, Masab revealed that the partnership aims to create a young, aspirational, and digital-led portfolio that plays across the affordable luxury segment in fashion, beauty, and accessory categories.

 

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"As a young, homegrown brand I am delighted to partner with ABFRL 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 Decor to its portfolio. With this partnership, I also look forward to creating immersive experiences for our target audience, that is already engaged in virtual mediums today and is driving the industry's evolution to the Metaverse," Masaba said in a statement while announcing the partnership.

Meanwhile, ABFRL announced that it will acquire 51 per cent, majority shareholding in the brand Masaba for a cash consideration of Rs. 90 crore. "Brand Masaba will be scaled predominantly through the digital direct-to-consumer (D2C) channel, leveraging its strong connect with younger and digitally influenced consumers," according to a joint statement.

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