Estée Lauder, the beauty giant has recently announced that it will start manufacturing locally in India. Stéphane de La Faverie, Executive Group President of The Estée Lauder Companies Inc said that it is piloting local manufacturing with an Indian partner. They have also started making smaller sizes of makeup to get more consumers and offer products at an affordable price tag. This will ensure that there are different price points for Indian consumers and the minis launched in India will help in that endeavour.
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Speaking about the beauty boom in India, Stéphane added that the distribution opportunities increased in the country in 2009-10 as the number of malls increased, but the real explosion took place in 2012 when Nykaa started its omnichannel approach. So within no time, distribution increased from a few cities and towns to hundreds of places and Estee Lauder is also riding on that wave. Today, their distribution network has touched 19,000 zipcodes in India and it has more than 70 physical stores. India has been a huge market for the company due to the increase in the spending capacity of the Indian middle class, increase in working women, expansion of retailers, and the start of beauty portals like Tira.
