Contraband, the luxury fragrance brand founded by entrepreneur and artist Ananya Birla, has taken a significant step in its retail expansion with a brick-and-mortar partnership with Parcos, one of India’s foremost luxury beauty retailers. This strategic move makes Contraband the first homegrown luxury fragrance brand to enter Parcos' prestigious store network, opening its products to a wider and discerning consumer base across key Indian cities.

Launched earlier this year, Contraband embodies a bold and unapologetic spirit—crafted "for those who dare to follow their hearts in a world that tells them not to." The brand has focused on a product-first ethos, gaining early traction through its direct-to-consumer model. However, the collaboration with Parcos now marks an important milestone in making its luxurious offerings more accessible to consumers seeking an elevated in-store experience.

Parcos’ reputation for housing international luxury beauty labels makes it a natural partner in Contraband’s growth strategy. This collaboration is a reflection of both brands’ shared commitment to quality, elegance, and elevated aesthetics.

This offline expansion complements Ananya Birla’s broader vision of building a dynamic beauty and personal care portfolio. It follows the recent launch of another premium venture, LOVETC, a high-performance colour cosmetics brand, further solidifying her foray into the beauty space.

With its presence now amplified through Parcos, Contraband is set to redefine the luxury fragrance landscape in India—bridging the gap between aspirational branding and accessible indulgence for the modern luxury consumer.