MAM
EEMA requests govt to cover cost of salaries, refund taxes for cos impacted by COVID-19
MUMBAI: Around 52.91 per cent of event and entertainment companies saw 90 per cent of their business being cancelled between March-July 2020, reveals a new member survey, conducted with 170 companies by the Events and Entertainment Management Association (EEMA). The report highlights the loss of business, the revenue impacted, employers affected and the funds required in the long run to attain stability during COVID-19. The findings of this report have been shared with “The Government of India” and “Ernst & Young” team
Recently EEMA had filed a petition appealing to the government of India to intervene with measures to support the lives of the 60 million Indians the event industry employs – directly and indirectly.
The report also highlighted that around 107 companies have suffered from a revenue loss of up to Rs 1 crore and around seven companies envisage a 50-80 per cent retrenchment of their current workforce and 35 between 25 per cent and 50 per cent. The ideal working capital/loan expected to keep afloat for the next six months is around Rs 2-5 crore for 39 companies and Rs 1-2 crore for 118 companies. Around 97 companies will need to raise capital or debt from institutions or shareholders, VC funding etc.
EEMA has also requested the Government of India to consider releasing, with immediately effect, all tax refunds that are due including income tax and TDS for the industry, cover the cost of salaries/ daily wages, etc., for those infected by COVID 19 and unable to return to work, collateral-free line of credit to be used for employee’s salaries and statutory dues, and a moratorium of payback on loans, interest for a period of 9-12 months
Further, it has suggested industry-wide reconstruction measures, including paying all dues to companies who have executed work orders for the government of India, public sector and for state governments, zero or minimal-interest loans to be made available by the department of MSME for the fiscal year 2020, government-initiated projects should replace the need of bank guarantees with corporate guarantees, loans to be provided for loss-making companies against future contractual work, instruct insurance companies to insure future events and activities against COVID-19 or similar medical/ biological disasters in addition to existing natural disasters, covering the cost of salaries/ daily wages of employees laid off for a period of 90 days minimum, and reduction of GST on entertainment and cultural events to 12 per cent and the arts and entertainment segment may be covered
The event and entertainment industry is going through challenging times since the outbreak of the coronavirus. The economic disruption has led businesses across various sectors to see a huge downfall in their growth. The worst affected are the event industry who are witnessing a major dip in their business due to the cancellation of events worldwide. Due to which, there has been a significant spike in the number of webinars, online discussions and live chats to keep the industry active. However, the daily wage workers and the small and medium scale agencies associated with the trade are facing the brunt and need immediate support, both from the events community and the government.
The 170 member survey represents over a 1,00,000 of companies that were affected by this pandemic and EEMA urges the government to consider some steps like the immediate payout of all income tax refunds, which have been due for a while, and the due payment from the central and state governments to event companies for work done or work-in-progress.
EEMA president Sanjoy K Roy said, “The COVID-19 pandemic will impact the entire business community, and our team is focused on ensuring the health and safety of our employees. Industries have already faced an interlocking set of financial challenges for which we filed a petition to the government of India. The sectors are getting into a financial crisis which might soon result in increasing unemployment ratios. We hope that the Government takes the required decision which can help the country to survive with the results of the pandemic.”
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
