The Body Shop plans to reduce many of its product prices in India by between 28% and 30% to boost customer acquisition and increase sales volume growth in the country’s increasingly competitive beauty market.

“This is not a seasonal or reactive move, it is a long term recalibration of The Body Shop’s approach at an omni-channel level,” Quest Retail’s group CEO Rahul Shanker told ET Retail. “The strategic decision to recalibrate prices has been taken after consulting the global team to speed up growth in the Indian market.”

The business will adjust prices for approximately 50% of its business, ET Bureau reported. This will cover around 60 products in 12 different categories.

“This decision has been taken without compromising the quality and packaging of the products,” said Shanker. “Going ahead, by increasing the volumes, we aim to bring economies of scale… This initiative will not impact the profitability as we will gain volumes. Even if the percentage moves a little bit downward, it will be covered by volumes.”

The Body Shop plans to double its India business in the coming five years. For the 2026 financial year, the business is targeting between 30% and 40% volume growth and 20% to 25% growth in value terms.

Author Credits- Isabelle Crossley, FASHION NETWORK