Content-commerce strategy: Is Masaba Gupta eyeing to keep up with the Kardashians?

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During Amazon India Fashion Week Spring-Summer 17, Bollywood actress Athiya Shetty models Masaba Gupta's creation.

Synopsis
Netflix approached Masaba Gupta to narrate her story to a global audience. The risk paid off and the series became a huge success in 2022. It helped House of Masaba, launched in 2009, to reach the masses. What next? The brand is aiming for INR500 crore revenues in the next five years and wants to leverage its connection with younger and digital-first consumers.

When fashion designer Masaba Gupta conceptualised her fashion label, the idea was to make clothes that are stylish and complement every woman. There was not much of a business plan but an idea to do something creative by a 19-year old. While she wanted to act, her unconventional looks were a deterrent. Fashion was close to her heart, and she decided to put her soul into creating an original Indian brand. In 2009, Gupta started her eponymous