Contraband, Ananya Birla’s luxury fragrance brand, is growing by partnering with Parcos, a top luxury beauty retailer in India. This deal boosts Contraband’s store presence and marks the first time an Indian fragrance brand will be sold nationwide in Parcos stores, changing the direct-to-consumer scene in India.
For Indian D2C brands, this shows growing chances for top-tier local brands to compete with global fragrance names. Contraband’s spot in Parcos’ stores puts it with global giants in beauty, showing Indian brands are becoming more visible in the D2C world. This news has been a major point in D2C updates this week, showing how Indian D2C news is changing what people think about high-end lifestyle items.
Ananya Birla started Contraband to change how Indian consumers experience fragrance with quality and global appeal. The brand has built a strong online D2C presence. Now, by using Parcos’ large store network, Contraband is speeding up its D2C plans and establishing itself as a top D2C brand with global appeal.
Ananya Birla said the partnership fits Contraband’s goal to offer luxury while building a global brand. This deal is about growing distribution and improving how Indian D2C beauty brands are seen in the competitive fragrance market.
The brand’s store growth through Parcos adds an omnichannel strategy to its online model, showing how the D2C business model in India is changing. With personal care being affected by changes in consumer behavior, Contraband’s move into stores is well-timed and matches D2C trends. This makes sure Contraband is part of daily D2C news and shows the rise of celebrity-backed D2C startups in India.
The timing of this partnership also shows how fast the D2C beauty segment is changing. Consumers want real, new, premium experiences—things Contraband has added to its fragrances. With its new store presence, the brand will be more visible and credible to Indian consumers who used to favor international brands. Now, they have a local choice.
This shows Contraband’s growth and a larger trend in the D2C world where top D2C brands are growing offline after building strong online models. As D2C brand stories grab investor and consumer interest, Contraband’s store move could open doors for future D2C deals, funding, or even IPOs as Indian brands hit the global luxury stage.
With this big partnership, Contraband joins the list of fast-growing D2C brands that are scaling in 2025, changing the story of what Indian beauty brands can do in the high-end market.
