New Delhi, May 3 (PTI) Beauty and cosmetic firm The Body Shop today said it will more than double the number of exclusive outlets in India in the next three years to 150 in order to expand its consumer base, particularly in small towns and cities.
The company today announced appointment of Bollywood actress Dia Mirza as its brand ambassador. This is for the first time the firm has roped in a celebrity to endorse its products.
"We will continue to reach out to more customers here particularly into the Tier-II and Tier-II cities. We want to cater to broaden our range of customers," The Body Shop Managing Director (Asia Pacific) David Smith told reporters here.
As part of its expansion plan, the company plans to take the number of its exclusive retail outlet from 65 to 150 stores in the country by 2014.
"The outlets would be owned and run by franchisees," he said, without giving investment details.
The company, which sells a range of skincare products apart from other cosmetic items, said it has seen a growth of 60 per cent last year and hopes to maintain the same rate in the coming years as well.
"In the last two years, we have re-aligned our pricing strategy and that has worked well for us. India is strategic market for us. We are trying to understand the consumers here and bringing in Dia Mirza as brand ambassador is one of the major steps we are taking," Smith said.
Apart from Korea, India is the only country where the firm has roped in a celebrity to endorse its products.
A year back, the firm had reduced the prices of its products in the range of 5 per cent to 30 per cent in order to expand its customer base. At present, The Body Shop products are priced between Rs 150 and Rs 3,000.
The company, which today launched a range of fairness products, said it is also developing products like hair oil to specially for the Indian market.
"We are developing hair oil specially for the Indian market. We plan to introduce by next year," The Body Shop India Chief Operating Officer Shriti Malhotra said.
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