The Body Shop bets on pricing reset, localisation & store expansion to drive India growth as competition in the beauty and personal care space continues to intensify. India has emerged as one of the most strategic international markets for global beauty brands. However, success now depends on scale, accessibility, and cultural relevance rather than brand legacy alone.
Therefore, The Body Shop India is refining its growth playbook. The focus is clear. The brand aims to expand its retail footprint, recalibrate pricing, and localise offerings to stay competitive in a fast-changing market.
The Body Shop Bets on Pricing Reset, Localisation & Store Expansion
The move that The Body Shop bets on pricing reset, localisation & store expansion to drive India growth reflects a practical shift in strategy. Indian consumers are value-conscious and highly informed. As a result, premium positioning must be supported by realistic pricing and strong availability.
Moreover, the brand is expanding its physical presence across key cities. This helps improve accessibility and brand visibility. At the same time, price adjustments aim to reduce barriers to trial and repeat purchases.
Operating Model and Franchise Strategy in India
The Body Shop operates in India under a master franchise agreement with Quest Retail. This partnership plays a critical role in executing the brand’s local strategy. Quest Retail manages store expansion, pricing decisions, and market adaptation. Therefore, the franchise-led approach allows The Body Shop to respond faster to local consumer trends while maintaining global brand values.
Additionally, the brand is aligning its India strategy with new global ownership under Auréa Group. This transition brings fresh perspectives on growth, scale, and market relevance.
Competing in India’s Crowded Ethical Beauty Market
India’s natural and ethical beauty segment is highly competitive. Homegrown digital-first brands such as Mamaearth, MCaffeine, WOW Skin Science, and Renee Cosmetics have reshaped consumer expectations. These brands offer clean ingredients, aggressive pricing, frequent product launches, and strong digital engagement. As a result, established international brands must adapt quickly to remain relevant.
Furthermore, international players like Lush add pressure by appealing to premium, ingredient-conscious consumers. Therefore, differentiation now depends on value delivery as much as brand purpose.
Localisation as a Growth Lever in India
Localisation has become a key focus area. As The Body Shop bets on pricing reset, localisation & store expansion to drive India growth, the brand is tailoring parts of its portfolio to Indian preferences. This includes product formats, fragrance choices, and price packs suited to local demand. Moreover, culturally relevant messaging helps the brand connect better with Indian consumers.
By adapting without diluting its ethical positioning, The Body Shop balances global values with local relevance. Consequently, this approach strengthens both trust and accessibility.
Store Expansion and Offline Retail Importance
Despite strong digital adoption, offline retail continues to play a vital role in beauty discovery. Physical stores allow consumers to experience products, seek guidance, and build brand confidence. Therefore, store expansion remains central to The Body Shop’s India growth strategy. New outlets help increase reach beyond metro cities. At the same time, they support omnichannel integration with online platforms.
As a result, the brand benefits from higher visibility and improved consumer engagement.
Pricing Discipline in a Value-Driven Market
Pricing reset is another strategic pillar. Indian consumers compare value closely across brands. Therefore, price rationalisation is essential to stay competitive. By adjusting prices, The Body Shop aims to reduce entry barriers for new users. Additionally, better pricing supports higher volumes without compromising brand integrity. This disciplined pricing approach reflects a deeper understanding of Indian buying behaviour.
Conclusion
In conclusion, The Body Shop bets on pricing reset, localisation & store expansion to drive India growth with a pragmatic and market-focused strategy. The brand recognises that heritage and ethics alone are no longer enough.
By improving accessibility, adapting to local preferences, and expanding its physical footprint, The Body Shop positions itself for sustainable growth in India. As competition continues to rise, this balanced approach may define the brand’s next phase of success.
