Brands
Style takes flight as Shoppers Stop joins hands with Etihad
Retail rewards meet air miles in a loyalty tie-up linking fashion and flying.
MUMBAI: Shopping bags may soon double up as boarding passes. Shoppers Stop has teamed up with Etihad Airways to blend premium retail therapy with global travel rewards, in a partnership that turns style points into air miles. Under the collaboration, members of Etihad Guest will be offered First Citizen Club Platinum Aura Membership at Shoppers Stop, unlocking accelerated rewards, priority no-queue billing, extended exchange privileges, personal shopper assistance and curated benefits both in-store and online.
In the coming months, the relationship is set to deepen further. Etihad Guest members will be able to earn Etihad Guest Miles on their spends at Shoppers Stop, effectively converting everyday shopping into flight opportunities. For a retailer known for its loyalty-led growth strategy, the move marks a first-of-its-kind aviation partnership.
Shoppers Stop managing director and CEO Kavindra Mishra said the tie-up merges premium fashion with global travel aspirations, strengthening the retailer’s loyalty ecosystem. The First Citizen Club, one of India’s largest retail loyalty programmes, has long been central to Shoppers Stop’s customer strategy, and the extension of Platinum Aura status to Etihad Guest members signals a sharper focus on experiential value.
From the airline’s perspective, the alliance embeds Etihad Guest deeper into daily consumer lifestyles in India. Etihad Airways chief revenue and commercial officer Arik De described the move as a step towards rewarding members for everyday premium fashion spends while connecting them to flights to Abu Dhabi and beyond.
Etihad currently operates flights to and from 11 destinations across India, linking travellers to Abu Dhabi and onward to Europe, the US, Africa, the Middle East and Asia. As the Etihad Guest programme expands in the Indian market, partnerships such as this aim to make loyalty points less about occasional travel and more about daily living.
For Shoppers Stop, which houses over 500 premium brands across fashion, beauty, accessories, fragrances and home décor, the collaboration reflects a broader shift. Loyalty is no longer just about discounts at checkout; it is about access, aspiration and experience.
In a retail environment where differentiation increasingly hinges on ecosystems rather than aisles, this partnership ensures that the next time customers shop for a wardrobe upgrade, they might also be inching closer to a window seat.
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.
