Brands
Gionee doubles promotional budget to Rs 250 crore in FY16
KOLKATA: China-based phone maker Gionee, which has come on board as the principal sponsor of Kolkata Knight Riders (KKR) in the eighth season of the Indian Premier League (IPL), is planning to double its promotional budget to Rs 225 – 250 crore in the current fiscal 2015-16 from Rs 132 crore earmarked last fiscal.
Additionally, to support the growth story of its marketing and branding plans, Gionee, which replaced Nokia as the principal sponsor for KKR, hopes to capitalize the team’s huge following in its home state to grow its market share from six per cent currently to 10 per cent in Kolkata by the end of this fiscal year. The firm clinched the three-year deal for approximately Rs 54 crore.
Gionee entered the Indian market in 2013 and currently has a four per cent market share in the Indian mobile phone market. The company is hopeful that the KKR sponsorship will help double its market share to eight per cent in the Indian mobile space.
“Our numbers in Kolkata are already ahead of the national figures, we are expecting that this initiative will take us to a double-digit share in Bengal,” said Gionee India country MD and CEO Arvind Vohra.
On its association with KKR worth Rs 54 crore, Vohra hinted that it will give the company the extra push to achieve the target figures.
When asked about the synergies between the two brands, the official said that Gionee Communication and KKR owner Shah Rukh Khan share a lot of common qualities. “Both Gionee and SRK started at the bottom and have risen to the echelons of their fields,” he said.
Popular for it’s ‘world’s slimmest and sexiest phone,’ Gionee differentiates itself on its unique offering. Vohra plans to keep his customers hooked by constantly innovating the product.
At present, it runs through a joint venture (JV) model with Syntech technologies. The company, which currently works on an outsourcing model, aims to have its own ‘Make in India’ manufacturing unit in year’s time. Gionee is planning to invest Rs 300 crore in building a manufacturing facility in India. The firm, which sold 40 lakh mobile phones in the country in 2014-15, might go for contract manufacturing in order to kick-start mobile production in the country.
Majority of its 10-12 new phone models that are slated to launch this year, would be manufactured in India. The firm has already appointed E&Y to advise it on setting up manufacturing facility, which might also produce phones for neighbouring countries.
Talking about other states, Vohra said that Gionee has already achieved double-digit shares in markets like Rajasthan and Gujarat.
When queried about the company’s turnover targets, Vohra said that the company is looking at a 100 per cent growth in the coming fiscal.
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.
