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Business News›Industry›Cons. Products›Fashion / Cosmetics / Jewellery›Sweden's Oriflame wants India to be its biggest market and factory floor: CEO Campbell

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Sweden's Oriflame wants India to be its biggest market and factory floor: CEO Campbell
Synopsis

Oriflame anticipates India becoming its largest market within four years. The company expects India to contribute 25 percent of global revenue by 2030. Oriflame plans to add ten lakh new brand partners to its existing network. The beauty major is also exploring India as a global manufacturing base. This expansion is driven by India's growing economy and women's workforce participation.

ANI

New Delhi: Swedish beauty and wellness major Oriflame expects India to become its largest market within the next four years, contributing nearly 25 per cent of the company's worldwide revenue by 2030, up from around 10 per cent currently, its Global CEO and President Kenneth Benaim Campbell said on Thursday.



Besides, Oriflame is exploring India as a potential manufacturing base to supply to global markets, once the company consolidates its domestic growth, Campbell told PTI in an interview.



Oriflame expects to add 10 lakh new brand partners (direct-selling agents) by 2030 to its existing sales network in India, its fastest-growing global market, he said.

This will be four times its current base of two lakh active brand partners in the country, spread across 517 cities, with women expected to make up more than 80 per cent of this base, according to Campbell.



Oriflame, present in India for over 30 years, is also expanding its footprint by bringing more than 500 new cities under its network, buoyed by tailwinds such as a growing economy and rising participation of women in the workforce, which Campbell described as key vectors of growth for the beauty and personal care (BPC) sector.




"Oriflame India is the fastest growing market. But I think beyond that, we now have to scale and become much, much larger," Campbell said.

Oriflame closed the previous fiscal with 560 million euro in global revenue, of which India accounted for "one in every 10 euros generated," he said.

"I believe that by 2030, one of four euros that we generate will come from India," he added.



Campbell said Oriflame's business in India is built around the concept of "beauty entrepreneurs," and that the opportunity in a country the size of a continent extends well beyond metros into tier 2 and tier 3 towns.



"The question now is, not only what are the next 500 cities, but then the other 500 afterwards," he said.



About investments, Campbell said Oriflame has signed an agreement with Indian manufacturing partner Akums to strengthen its production backbone in the country. He said 240 products from the Oriflame portfolio are already being manufactured at the Akums facility, with plans to scale this further.



"From India, we could also start manufacturing and producing products for the rest of the world," Campbell said, indicating that India could eventually emerge as a manufacturing hub for Oriflame's other global markets, even as the immediate focus remains on the domestic business.



On competition from evolving retail and e-commerce channels, Campbell said Oriflame has no plans to enter retail or e-commerce, and will remain focused on its direct-selling model built on trust between beauty entrepreneurs and their networks.



"I do not believe in trying to please everybody and doing everything," he said, adding that the company's biggest asset remains its beauty leaders and entrepreneurs.



On the regulatory environment for direct selling in India, where clarity on rules varies across states, Campbell said Oriflame would continue to operate within whatever regulatory framework is put in place by the central and state governments.



India is currently among Oriflame's top three markets globally, led by its home market Sweden. The other top markets are China, Mexico, Poland and Morocco.

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