In the debut instalment of our How to win over series, we explore the thriving Indian beauty market to reveal the product development, sourcing, marketing and business strategies for success with expert insights from the biggest brands, thriving start-ups and e-commerce giants.

The culture of beauty is deeply rooted in India where women were raised on ancient Ayurvedic principles. They believed in the value of everyday kitchen ingredients – coconut oil for sleek and strong hair, turmeric face masks for glowing skin.

These homemade remedies are centuries old, but today beauty in India is in the midst of an evolution. As Bindu Amrutham, the founder of skin care brand Suganda told us, the market has radically transformed since it was formed in 2017.

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By Amanda Lim – 26-Jan-2022