HELLO! Exclusive: From micro financing to millennial beauty, Ananya Birla's entrepreneurial streak is only moving upwards

We are inside the Birla mansion on Carmichael Road, surrounded by an aura of sylvan old trees in full spring bloom. This bungalow stands apart from all the others in the area, for its regal terrace pool, beautiful Indo-Gothic architecture, laced with Burmese influences like their teakwood. Its well-thought-out bay view panels overlook a central courtyard, with water bodies
extending into the living room from the lawns. Rare works by MF Husain and Suhas Awchat are easily spotted in the home, with a sprinkling of SH Raza. Pink granite, soothing marble, multiple levels add subtle variety. The outside looks in as much as the inside looks out. Yet, the warm family portraits, the Victorian-Baroque upholstery all whisper of multiple generations of good taste. After all, South Mumbai is all about that. Whispers of wealth.

Ananya is playing around with the camera and clearly enjoys experimenting. As the camera clicks away, we ask her about the recent viral reel where a swanky Lamborghini was seen transporting a gigantic purple gift to actor Jahnvi Kapoor. We find out that this was a smart gesture on social media to draw attention to Jahnvi’s association with LOVETC, Ananya’s foray into the beauty segment, as ambassador.

“There was no car being gifted to Jahnvi, but purple was a deliberate choice. It is the colour of luxury,” she shares, as we begin to quiz her about the differentiating factor in her upcoming venture. Here’s a heart-to-heart with the Birla ‘boss babe’ who can fly high with ideas but has her feet firmly planted on the ground.

Ananya, congratulations on your entry into the beauty and personal care space with LOVETC. In recent years, we’ve seen a plethora of beauty behemoths arrive in our cities, from Sephora and Nykaa to now, Tira. What kind of research preceded the launch of your venture?

When we planned LOVETC, we immersed ourselves in exploring the Indian and global beauty segments and the evolving preferences of the Indian consumer. While aggregating platforms have played a pivotal role in shaping the beauty retail landscape as multi-brand destinations, LOVETC was born from a very different vision—we’re not a beauty aggregator but a colour cosmetics brand with a distinct voice and soul.

Given that India’s beauty market is currently valued at US$629.42 million and projected to more than double by 2032, it offered encouraging validation. We saw a white space for a homegrown brand that is luxurious yet fun. Our research unpacked post-pandemic shifts in consumer mindset, the increasing influence of Gen Z and millennials, and the demand for brands that not only resonate but perform. LOVETC is our answer to that call—authentic, emotionally intelligent and unafraid to stand out.

We believe Janhvi Kapoor is LOVETC’s exclusive brand ambassador. Clearly you are looking at a largely millennial beauty consumer? What about the anti-ageing market, which is a more solvent consumer base?

Janhvi embodies the LOVETC spirit— effortless elegance, modern appeal and constantly evolving. Yes, she connects powerfully with millennials, Gen Z and aspirational beauty consumers, but our vision isn’t age-specific. We’re designing with inclusivity in mind. The skincare category is an important next step, and we’re already developing skin-forward products that marry performance with lush indulgence because every age deserves to feel seen and celebrated.

Earlier this year, you launched your fragrance line, Contraband. Tell us about your passion for fragrances and how they reflect one’s social signature.

I have some beautiful memories of my great aunt, who passed away last year. I guess this was a way of bringing her back to life. Her wardrobe was packed with perfumes. Every time I visited Kolkata, or the Birla Park, she would give me one perfume. I still have many of those perfumes and remember the way she used to smell.

I wish I had asked her then about the perfume she was wearing. I was too young to understand what was going on. The way someone smells can trigger something deep within you that you wouldn’t know existed. So Contraband is an attitude. It is an outlook on life. It is about being who you are unapologetically. It is something I live by every single day.

How deeply were you involved in the making of your three fragrances?

I was extremely involved. We made at least 10 to 11 versions of each of the three fragrances in the line. Changing just one note can change the entire vibe! Getting to this stage was such a process.

What’s the one product you always have at the ready in your purse?

I’ve always had a soft spot for lip balm—a good, hydrating lip balm is never far from me. And perfume—I love a good scent.

At 17, you founded Svatantra Microfin, now India’s second-largest non-banking microfinance institution that benefits 45 million lives. How’s this part of your life unfolding?

We work tirelessly to finance entrepreneurs who are powering the country’s growth story. With MSMEs contributing nearly 30% to India’s GDP, I recognised early on the need to support and scale this sector. That’s why I decided to build a business that offers accessible loans, empowering rural MSMEs to not just survive, but thrive.

Today, 100% of our client base comes from rural India—and when you look at the country’s demographic, the impact and potential are clear. With a disbursement of over Rs 20,000 crore and recognition for both performance and workplace culture, we’re encouraged by the progress so far—and remain focused on building with purpose.

You advocate for mental health through the Ananya Birla Foundation. Do you think India has become more sensitive to psychological challenges today?

Mental health advocacy is deeply personal to me. We’ve supported thousands of individuals through our foundation—via helplines, counselling services and awareness initiatives. I do believe the conversation in India is evolving. There’s more openness now, along with more language to articulate emotions like anxiety, grief or burnout.

That said, mental wellness is still far from being treated as a core part of public health. We’re working to change that. There’s progress, yes, but the journey is far from over.

Is there any learning you’d like to share from your role on the boards of numerous companies?

Being on the boards of companies, in my opinion, teaches you scale and patience, but also the importance of curiosity—of constantly speaking up on the status quo. Innovation often comes from the questions you’re willing to ask. It’s important to maintain a learning mindset, to approach situations with the curiosity of a beginner. For young entrepreneurs, I’d say: Don’t be afraid to feel like the youngest, the only woman, or the wild card in the room. Those are your superpowers.

HELLO! covered you as a debutante singer and saw you perform live at the Hall of Fame Awards. Where is your musical journey headed next?

Yes, I remember performing ‘Hold On’—it was such a special experience. Music is a core part of who I am; it means a lot to me. That’s why I want to do it right, for the right reasons and in the right way. I believe in taking my time— there’s no race. All I’ll say for now is that this is not the end of the journey.

What advice would you give to people struggling with the breakneck speed of innovation and disruption?

We don’t always have to disrupt. What matters most is having a clear vision, a real value-add, and ensuring it makes commercial sense. If you truly believe in what you’re offering—and its business potential—that’s powerful in itself. Sometimes, it’s not about shaking things up but simply offering something different.

Are you constantly up-skilling to stay on top of your many ventures?

Absolutely. I’m constantly diving into new case studies, but I also find myself learning a lot from literature. At the end of the day, business is deeply rooted in human psychology—and literature gives me a better understanding of that. It helps me see patterns, motivations and behaviours that are just as relevant in boardrooms as they are in books.

ANANYA UNPLUGGED

My de-stress ritual...

Reading, walking, observing…

My ideal date...

Going for a movie.

My favourite holiday destination...

London.

My most satisfying milestone...

The launch of Contraband and LOVETC.

Songs I have on loop...

Miss Independent and Dilemma.

A hidden talent...

It’s hidden for a reason!

Love is…

Who we are.

A book that’s stayed with me...

The Great Gatsby, Tuesdays with Morrie and The Unbearable Lightness of Being.

I was recently moved by...

Past Lives, the movie.

A mission I want fulfilled...

Equality.

The craziest dare…

My friends don’t dare me because they know I’ll do anything.

Wise lessons life has taught me…

The more I know, the less I know. The present is all we have. The only way out is through the present.

I’m proud to be a Birla because...

I worship my parents.