The unapologetic, homegrown fragrance house makes its brick-and-mortar debut, carving space for Indian luxury in a world long ruled by European icons.
Ananya Birla’s Contraband is turning a new chapter in the world of Indian luxury as it steps into its first brick-and-mortar retail partnership with Parcos, the country’s leading luxury beauty destination. For a brand that launched earlier this year as a digital disruptor, the move is more than just an expansion of presence—it is a statement of intent, placing Contraband on shelves alongside some of the most coveted international fragrance houses curated by Parcos.
Contraband is not built around convention. From the very start, the brand has positioned itself as a bold and unapologetic statement, crafted for those who resist the ordinary and choose to follow their instincts. “Partnering with Parcos marks an important milestone in our journey to make world-class, product-first luxury accessible to discerning Indian consumers, while building a brand with global resonance,” says Ananya Birla, who helms Birla Cosmetics.
Launched in February, Contraband marked Ananya’s unexpected pivot from music and microfinance into beauty, yet it has quickly captured attention. What began online now takes on a physical presence through Parcos’ boutiques across the country, giving consumers the opportunity to encounter the scents firsthand. For Birla, this move is symbolic of a larger ambition—to place Indian luxury firmly on the global map, no longer in the shadows of European heritage brands.
Contraband has always been envisioned as more than perfume. Its sleek, contemporary bottles hold within them a philosophy—fragrance as an attitude, a mood, a memory that is at once intimate and bold. With the Parcos rollout slated for the end of August, the brand is poised to expand its reach, stepping confidently into the tactile, experiential world of luxury retail.
In a landscape where Indian luxury is still finding its voice, Contraband is not merely launching a fragrance—it is defining what Indian luxury can smell like.
