Beauty and personal care brand The Body Shop plans to establish a brick-and-mortar retail presence in 50 more Indian cities by 2025. The UK-based business will focus on Tier 3 and 4 cities for its next round of retail expansion to tap into the growing rural demand for branded beauty products. 

“We aim to expand to 50 more cities by 2025 focusing on Tier 3 and Tier 4 cities,” The Body Shop’s vice president for South Asia Vishal Chaturvedi told India Retailing in an interview. “Our strategic focus includes expanding our presence in Tier 3 and Tier 4 cities with untapped potential. By opening at least 30 activist workshop stores (to recycle beauty product packaging) annually and adding more markets by 2025, we aim to be closer to our consumers, particularly in smaller towns and cities.”
 
The brand also plans to achieve 100% vegan certification from The Vegan Society for its products by the end of this calendar year. The Body Shop plans on doubling its India business, according to Chaturvedi, and is seeing its socially conscious marketing campaigns resonate with shoppers who are increasingly looking to buy ethical beauty products. 

The Body Shop launched in the Indian market in 2006 and is managed in the country by Delhi-based business Quest Retail Private Limited. The brand counts over 200 stores in 75 Indian cities including Chennai, New Delhi, Pune, and Mumbai, according to The Body Shop’s India website.
 
Entrepreneur and environmental activist Anita Roddick launched The Body Shop in Brighton, UK in 1976. The business has expanded across the world with a franchise model and is today present in over 72 countries and territories.