The Body Shop India recalibrates prices to woo new consumers

The Body Shop India has decided to recalibrate prices downwards of nearly half of its portfolio in a bid to add new consumers to its fold, in a strategic move. This initiative is part of the British beauty brand’s vision to double revenues of in the Indian market over the next five years. The company is also ramping up its distribution to expand availability of its products.

Rahul Shanker, Group CEO, Quest Retail, the franchise partner for the brand in India, told businessline, “ We are rolling out a strategic initiative which is focusing on a price recalibration of almost half of our portfolio downwards to the tune of 28-30 per cent on the MRP. This is being done after deep research and analysis of consumer shopping behaviour and patterns, where we realised this price calibration was needed for the daily essential product portfolio. We believe this will make the brand accessible to a larger consumer base as well as enable existing consumers to purchase a wider range of products.”

“Beauty, as a category, has had a fantastic run over the last few years. With the emergence of quick commerce and e-commerce the shift to online channels has also been significant. We believe our price calibration strategy will bring disruption in the category,” he added.

Key market

This price calibration is being done across 60 odd products which account for nearly half of the business of the Body Shop India. This strategy comes at a time when Indian consumers are increasing their spends on beauty and personal care segments including in smaller towns and cities.

“India is one the most important markets for the brand outside the UK. This strategy is being rolled out in consultation with the global management with an ambition to catapult the brand to the next level. This is also part of our long-term vision to double the India business over the next five years,” Shanker added.

Meanwhile, the brand is also ramping up its distribution. “We reach nearly 1,500 towns now and currently have nearly 200 exclusive branded outlets. We plan to increase this to about 300 touchpoints, which will include shop-n-shops as well as exclusive branded outlets,” Shanker added.

Published on April 18, 2025