Brands
Viacom18 cracks down on counterfeit merchandise
MUMBAI: In its bid to counter the growing menace of counterfeit merchandise, Viacom18 Media Pvt. Ltd. had undertaken an investigation that led to a raid in Mumbai’s market Abdul Rehman Street.
Viacom18 Media is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform and multicultural brand experiences. A JV of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching the lives of people through its properties.
Viacom raided two stores — Shubham Return Gifts and Eliperi Stationery, which were found to be selling counterfeit Dora the Explorer products.
The stores were raided by a team comprising court receivers of the Bombay High Court and representatives of Viacom18. The owners of the stores will be summoned to court to identify the source and locations of the manufacturers of these seized goods.
"We see this as an essential step towards ensuring that our characters are not represented on inferior, unlicensed products – which may pose health and safety risks. We are extremely grateful for the cooperation of the judiciary and the police who have executed the appropriate legal action to protect our intellectual property and to prevent inferior, and potentially dangerous products from being sold to unsuspecting consumers. " said a spokesperson on behalf of Viacom18.
Viacom18 owns iconic brands such as Colors, Roadies and Supersonic and characters such as Keymon Ache, Shiva, characters of Pakdam Pakdai and is also the exclusive licensee for iconic characters and brands such as Peppa Pig, Motu Patlu, Spongebob Square Pants, Teenage Mutant Ninja Turtles, Ninja Hattori, Peanuts and Shaun the Sheep amongst many more.
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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.
