MAM
Sanjay Mehta launches Ananta Quest to reimagine life after 50
MUMBAI: Sanjay Mehta, best known for founding Mirum, a pioneering digital agency, has launched a new venture, Ananta Quest. The platform targets Indians aged 50 to 65 who are grappling with questions of identity, health and purpose.
Ananta Quest is built on three pillars: health (prana), wealth (artha) and community (ekatra). Its aim is to provide structure and action, not just reflection.
Mehta has a record of spotting opportunities early. He created Homeindia.com in 1998, among the country’s first e-commerce sites, and Mirum in 2009, when social media marketing was nascent. His latest project stems from his own exploration of ageing, which he has documented through a content series called What If You Live to Be 100?.
“Even the most accomplished individuals face hard questions after 50,” he said at the launch. “We want to create a trusted space where they can move from ambiguity to reinvention.”
India’s over-50 population is expanding fast. Ventures such as Ananta Quest seek to shift the narrative about ageing, framing later life not as decline but as renewal.
Brands
Reliance Retail acquires Priyanka Chopra Jonas’s haircare brand Anomaly
India’s biggest retailer bets on clean, vegan haircare as it muscles into the country’s fast-growing beauty market
MUMBAI: Reliance Retail has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that hands India’s largest retailer full ownership of one of the more internationally recognised homegrown beauty labels. Financial terms were not disclosed.
The deal covers Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail complete ownership of the brand’s intellectual property and digital ecosystem. Chopra Jonas, who launched Anomaly in 2021, will stay on as creative director, overseeing innovation, product development and brand vision.
Built on a clean, vegan and high-performance positioning at accessible price points, Anomaly has established an international presence across multiple global markets since its launch. Reliance Retail now plans to scale the brand aggressively through its expansive offline retail network and omnichannel platforms, including Tira, its beauty retail arm. India will be a priority market, with a focus on developing products tailored to Indian hair and scalp needs. The company also has its eye on North America, the United Kingdom and the Middle East.
Isha Ambani, who oversees Reliance Retail’s consumer businesses, was forthright about the strategic logic. “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” she said. “Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem.” She added that Reliance saw “immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
Chopra Jonas framed the acquisition as a milestone rather than an exit. “This is a defining moment for Anomaly,” she said. “What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter.” She added that Reliance’s “scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.”
The acquisition slots neatly into Reliance Retail’s broader push into premium and digital-first consumer brands across fashion, beauty and personal care. In a beauty market growing at pace and increasingly receptive to clean, ingredient-conscious formulations, Anomaly gives Reliance a brand with genuine international credibility and a founder whose global profile does the marketing almost by itself. For Chopra Jonas, it means her haircare label gets the retail muscle of India’s most powerful consumer conglomerate behind it. Not a bad chapter two.
