Whalesbook
Indian beauty and personal care (BPC) brands are increasingly focusing on prestige products featuring global ingredients and advanced formulations to stand out. This 'premiumisation' trend, driven by consumers willing to 'upgrade' for better results, aims for higher profit margins and market differentiation. Companies like Honasa Consumer (Mamaearth) with its Lumineve brand, and beauty retailer Nykaa, are leading this shift by launching high-end lines and expanding luxury assortments. The Indian BPC market is projected for strong growth, making this premium strategy crucial for survival and expansion in a competitive landscape.