Brands
Honda steers ahead with 50,000 Adas-enabled cars on Indian roads
MUMBAI: Honda Cars India has hit the accelerator on safety, crossing the milestone of 50,000 Adas-enabled cars on Indian roads. With its Honda Sensing technology making waves, the company is reaffirming its commitment to a future of accident-free driving aligning with Honda’s global goal of achieving zero traffic collision fatalities by 2050.
First introduced in India with the Honda City e:Hev in 2022, Honda Sensing has rapidly expanded across the lineup, making its way to the Honda City (2023), the Elevate (2023), and most recently, the Amaze (2024). The third-generation Amaze now holds the title of India’s most affordable Adas-equipped car, bringing advanced driver assistance technology within reach of more customers.
With safety now a key purchase driver, Adas-equipped variants account for 60 per cent of elevate sales, a whopping 95 per cent of City sales, and 30 per cent of Amaze sales. Among customers choosing ADAS models, half cited safety tech as their top reason for purchase.
Honda Cars India vice president for marketing & sales Kunal Behl said, “At Honda Cars India, safety is at the core of everything we do. The 50,000 ADAS milestone reflects our commitment to making roads safer while also demonstrating the growing acceptance of advanced safety technology among Indian consumers.”
In 2023, Honda became the first automaker in India to introduce Adas in manual transmission models, ensuring safety innovation isn’t limited to automatic variants.
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.
