Contraband becomes first Indian luxury fragrance at Parcos

Contraband, the luxury fragrance brand launched by entrepreneur and artist Ananya Birla, has launched a physical retail tie-up with Parcos, one of India's biggest luxury beauty retailers.

The agreement makes Contraband the first Indian-born luxury fragrance brand to be retailed at Parcos' high-end store network in major Indian cities.

Introduced in the first half of the year, Contraband reflects what Birla defines as a "bold and unapologetic spirit" and had first gained steam with a direct-to-consumer approach. The tie-up with Parcos represents its first large offline push, looking to deliver consumers a high-end in-store experience. 

Key highlights:

• Contraband becomes first Indian luxury fragrance retailed at Parcos
• Partnership offers upscale consumers premium in-store experience
• Move aligns with Ananya Birla’s broader beauty and cosmetics push

"Contraband was born for people who have the courage to pursue their hearts where the world is telling them not to.  Our collaboration with Parcos enables us to engage with upscale consumers who appreciate authenticity and luxury alike, and provide them with an opportunity to touch and feel our creations firsthand." stated Ananya Birla, Founder of Contraband.

Parcos, which brings to India global brands of beauty and fragrance, said the collaboration reflects its intention to promote quality-focused Indian brands. "Contraband is a natural fit for our portfolio. It resonates with the changing Indian luxury consumer who is now searching for homegrown excellence as well as international names," a Parcos spokesperson replied.

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The announcement comes as Birla deepens her presence in the beauty and personal care space after rolling out LOVETC, a premium colour cosmetics brand recently. With the breadth of Parcos and the product-first culture of Contraband, the brand now hopes to redefine India's luxury fragrance space.