MAM
Hero worship 62 per cent of Indian dads see themselves as family protectors
MUMBAI: Looks like Indian fathers are donning more than just their Sunday cap, they’re putting on superhero capes too. A new PNB Metlife India Insurance survey, conducted across the country, finds that 62 per cent of fathers identify as “Hero Dads” guardians who see themselves as the primary protectors of their family’s financial security.
The nationwide study, launched on Father’s Day and spread over June, July and August, engaged more than 6000 fathers across urban and semi-urban India through microsites and QR-code activations. The exercise grouped dads into three personas:
. Hero Dads: 62 per cent, the protectors of family finances.
. Thoughtful Dads: 29 per cent, cautious long-term planners.
. Disciplined Dads: 9 per cent, methodical savers with a love for structure.
Beyond the labels, the survey painted a clear picture of evolving priorities. Children’s education remains the top concern for 51 per cent, but fathers are now increasingly thinking about themselves too. 14 per cent prioritise retirement planning and another 14 per cent dream of a big family holiday hinting at a shift towards security paired with experience-led living.
What’s striking is the long-term lens fathers now wear. 53 per cent are willing to invest for 10–15 years, 14 per cent for 15–20 years, and 13 per cent for 20–30 years. Perhaps most telling, 20 per cent are in it for the very long haul over 30 years cementing a cultural tilt towards sustained wealth-building.
When it comes to parking their money, dads are showing a clear preference for stability: 30 per cent opt for fixed deposits, 22 per cent choose life insurance, while 17 per cent favour mutual funds. The pattern points to a generation more comfortable with low-risk, predictable instruments that align with their extended horizons.
PNB Metlife chief marketing & communications officer Sourabh Lohtia summed it up: “Today’s father is a provider, protector, and nurturer financially savvy and emotionally present. The ‘Dad Type’ survey shows how deeply fathers are committed to building secure futures for their families.”
Turns out, the new-age Indian dad is not just about quick fixes or cautious saving, he’s evolving into a blend of protector, planner, and provider. And with nearly two-thirds proudly wearing the ‘Hero’ tag, it seems India’s dads are scripting their own blockbuster sequel in the financial universe.
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.
