Fashion Designer Masaba Gupta’s clothing brand House of Masaba has been a rage with the young and old in the past couple of years. With top celebrities also seen wearing her creations, it has positioned itself as a luxe brand. Now retailer Aditya Birla Fashion and Retail Ltd is tying up with the designer to cash in on that popularity and create a D2C fashion and lifestyle channel. This will make the luxury brand affordable for the young and generation next. The products in the series will include apparel, accessories, beauty and other lifestyle product categories.

This collaboration will make Aditya Birla Fashions acquire a 51 per cent stake in the designer’s House of Masaba label. A press statement recently released said, “Brand 'Masaba' will be scaled predominantly through the digital direct to consumer (D2C) channel, leveraging its strong connect with younger and digitally influenced consumers. The brand is targeting to achieve annual revenues of around Rs 500 crore in the next five years.” This collaboration will make ABFRL’s entry into the fashion and apparel industry. 

Masaba Gupta, founder of House Of Masaba said, “will introduce multiple product extensions bringing Cosmetics, Personal Care, Athleisure & Home Decor to its portfolio.” She added, “The House of Masaba already has established a strong foothold among the youth with a robust digital-first strategy and the tie-up with ABRFL will strengthen this position, making the brand future ready.”