Welcome to Arthnova India’s September 2025 edition, where global and Indian brands converge to shape the new language of business and culture. September 2025 was a defining month of reinvention, from fashion houses reframing heritage to Indian conglomerates rewriting growth stories. Campaigns blurred the line between performance and storytelling, while collaborations proved that culture is no longer borrowed, it’s co-created.
This month’s issue explores how India has evolved from a consumer destination to a creative and strategic powerhouse. “Star Brand Legacy,” our September theme, celebrates how Indian brands are maturing from trend followers to global tastemakers, while international players deepen their commitment to building with India, not merely for India.
Our cover celebrates Katrina Kaif, whose Kay Beauty has emerged as Bollywood’s most successful celebrity-founded brand with ₹240 crore in revenue. She embodies how Indian celebrities are transforming stardom into entrepreneurial power, proving that authentic vision combined with strategic execution creates lasting business legacies beyond cinema.
Inside This Issue: September’s India Moments
ABFRL Launches OWND! – A Bold New Gen Z Fashion Brand
Aditya Birla Fashion and Retail Ltd. unveiled OWND!, a youth-centric fashion brand with a 9,696 sq. ft. flagship store in Bangalore. Offering 10,000+ trendy styles starting at ₹399, OWND! targets India’s Gen Z consumers at the intersection of affordability and high fashion.
H&M Beauty Marks India Debut with Dual Celebration
H&M announced the launch of H&M Beauty, set to debut across India on October 2, 2025, coinciding with the brand’s 10-year milestone in the Indian market. The collection features makeup, beauty tools, nail products, and fragrances designed to create a complete lifestyle destination.
Loomkins Debuts Premium Kidswear Platform
On September 24, 2025, Loomkins launched its website, entering India’s premium kidswear market. Founded by parents-turned-entrepreneurs Tanvi Bhardwaj and Piyush Kumar Sharma, the brand focuses on design, innovation, and thoughtfully crafted products for children.
Katrina Kaif’s Kay Beauty Dominates at ₹240 Crore
Kay Beauty emerged as Bollywood’s most successful celebrity-founded beauty brand, achieving ₹240 crore in revenue. The brand champions diversity and accessibility across India’s beauty market, outpacing peers like Alia Bhatt’s Ed-a-Mamma (₹150 crore) and Deepika Padukone’s 82°E.
Gully Labs Opens Flagship Store in Delhi
Gully Labs opened its flagship store in Delhi’s Panchsheel Enclave, marking significant expansion for the community-first streetwear brand. The store serves as both retail destination and community hub, reflecting the brand’s connection with India’s hip-hop and street culture.
Adani Surges 82% to Become India’s Fastest-Growing Brand in 2025
According to Brand Finance’s 2025 ranking, Adani Group’s brand value skyrocketed from $3.55 billion to $6.46 billion, an 82% increase. The growth is attributed to aggressive expansion in integrated infrastructure, renewable energy, and enhanced brand equity.
LANGUAGE Bets on Suburban Luxury in Navi Mumbai
LANGUAGE opened its exclusive store at Nexus Seawoods Mall in Navi Mumbai, making premium leather craftsmanship accessible to suburban customers. The launch signals luxury brands are pursuing affluent suburban markets beyond traditional metro centers.
K Formula Brings Peptide Science to Indian Haircare
K Formula unveiled India’s first peptide-based haircare line, introducing a six-step repair ritual priced between ₹700 and ₹1,500. Consumer trials revealed over 90% of users experienced noticeably softer, smoother hair after just one wash.
Carlsberg Bets Big on India with Tech Hub
Carlsberg Group announced the launch of its first-ever IT Global Capability Centre (GCC) in Gurugram. The facility will serve as a technology nerve center supporting Carlsberg’s global operations, leveraging India’s talent in software development, data analytics, and AI.
VinFast Makes Bold Indian Entry with VF 6 and VF 7 Electric SUVs
Vietnamese EV manufacturer VinFast entered India with two electric SUVs. The VF 6 offers 480 km range priced between ₹20-25 lakh, while the VF 7 targets premium buyers at around ₹50 lakh, both manufactured at VinFast’s new Tamil Nadu facility.
Beyond the Headlines: Strategic Shifts
Our “Beyond the Headlines” section captures additional September movements:
- Flipkart received Singapore court approval to redomicile to India, setting stage for $35 billion IPO in 2026
- boAt partnered with Netflix India to launch PartyPal 700 Speaker integrated into hit series storytelling
- Mumbai’s Presolv360 secured $4.7 million from Elevation Capital for AI-powered legal dispute resolution platform
- Maruti Suzuki began e Vitara production at new Hansalpur Plant in Gujarat for export to 100+ countries
Why September 2025 Matters for India
This issue documents fundamental shifts in India’s business landscape:
- Gen Z Capture: OWND! shows legacy retailers creating hyper-targeted sub-brands to capture youth markets
- Celebrity Entrepreneurship: Kay Beauty’s ₹240 crore success proves Bollywood influence transforms into real business power
- Suburban Luxury Shift: Premium brands like LANGUAGE are pursuing affluent consumers beyond traditional metro centers
- Infrastructure Brand Power: Adani’s 82% brand value surge demonstrates infrastructure investments reshaping corporate India
- Innovation Hub Status: Carlsberg’s GCC launch proves India is evolving from consumer market to innovation powerhouse
September proved that reinvention keeps brands alive. From ABFRL redefining youth fashion to Kay Beauty turning purpose into profit, India led the way by showing that relevance is no longer tied to legacy but to adaptability.
Brands that listen, experiment, and evolve without losing their essence will define the decade ahead.
Get exclusive insights into India’s brand revolution, market strategies, and the stories shaping the world’s fastest-growing consumer economy.
