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With consumers increasingly seeking premium-quality beauty products at affordable prices, Recode Studios has carved a niche for itself in India's fast-evolving beauty and personal care market. By combining global manufacturing expertise with products tailored to Indian consumers, the brand has emerged as one of the country's fastest-growing beauty players. Supported by a growing retail and franchise network, Recode Studios is making premium beauty more accessible across the country.
In this exclusive interaction, Dheeraj Bansal, Managing Director, Recode Studios, shares the brand's journey, franchise-led expansion strategy, competitive edge, growth plans, and long-term vision for the future of India's beauty retail industry.
What inspired Recode Studios' "Affordable Luxury" concept, and which market gap did the brand aim to address?
Recode Studios was founded with the vision of making high-quality beauty products accessible to everyone at affordable prices. The brand identified a gap where consumers often had to choose between expensive international brands and lower-priced products that compromised on quality. Recode Studios bridges this gap by offering globally inspired, trend-driven, and high-performing beauty products that deliver premium quality without the premium price tag. Its "Affordable Luxury" philosophy is centered on making beauty inclusive, empowering consumers with products that enhance confidence while offering exceptional value for money.
From its inception to where it stands today, what have been the defining milestones in Recode Studios' growth, and what lessons have shaped the brand's evolution?
Since its inception, Recode Studios has focused on making quality beauty products affordable and accessible. Over the years, the brand has expanded its reach by strengthening its distribution network, introducing new products, and growing its retail presence across India. It has also continued to improve customer experience through innovation and by actively listening to consumer feedback.
The company has filed its DRHP and is targeting ₹90 crore in revenue by the end of FY26, marking its next major milestone. Along the way, Recode Studios has learned the importance of adapting quickly, investing in product quality and research, and staying aligned with changing customer preferences while continuing to offer affordable luxury.
How does Recode Studios' global sourcing from Germany, Taiwan, and Thailand differentiate it in India's beauty market?
Our partnerships with manufacturers in Germany, Taiwan, and Thailand allow us to combine global expertise with a deep understanding of Indian consumer needs. These collaborations give us access to high-quality formulations, premium ingredients, and world-class manufacturing standards while keeping our products affordable.
Rather than simply following global trends, we adapt international innovations to suit Indian skin types, climate, and beauty preferences. This focus on quality, continuous innovation, and value has helped Recode Studios stand out in the competitive beauty market and earn the trust of consumers.
By working closely with our global partners, we are able to offer beauty solutions that are specifically designed for Indian consumers. Our commitment to world-class quality, innovation, and fair pricing has been key to building a loyal and growing customer base.
Kindly share Recode Studios' current retail and franchise network, key growth markets, and strongest expansion drivers?
Recode Studios has built a strong presence across multiple retail channels. Today, the brand operates 27 stores across India, including 24 FOFO (Franchise Owned, Franchise Operated) outlets and three COCO (Company Owned, Company Operated) stores.
The company is steadily expanding into high-potential cities across the country. Markets such as Uttar Pradesh, Maharashtra, Gujarat, Rajasthan, and Delhi-NCR have emerged as key growth drivers, supported by rising demand for affordable, high-quality beauty products.
Going forward, Recode Studios aims to strengthen its presence in these markets while ensuring customers enjoy a consistent brand experience across every touchpoint.
What makes Recode Studios' franchise model attractive, and what support do you provide to franchise partners?
At Recode Studios, we see our franchise partners as long-term growth partners. Our franchise model is designed to be accessible, profitable, and supported by a proven business framework. Partners benefit from strong brand recognition, a wide product portfolio, attractive margins, and a fast-growing customer base.
We offer end-to-end support throughout the journey, including location selection, store design, staff training, inventory management, marketing support, and ongoing operational guidance. This collaborative approach helps entrepreneurs build successful businesses while ensuring customers receive a consistent Recode Studios experience across all stores in India.
What investment is required for a Recode Studios franchise, and what should prospective franchisees consider before investing?
The investment required to open a Recode Studios franchise varies depending on factors such as store size, location, and the city. Our franchise model is designed to be accessible and attractive for aspiring entrepreneurs looking to build a sustainable business.
Before investing, prospective franchisees should evaluate the local market potential, customer demographics, store location, and their commitment to delivering an excellent customer experience. Choosing the right location and understanding consumer demand are key to long-term success.
A Recode Studios franchise is about more than selling beauty products—it is about understanding customer needs, delivering quality service, and building lasting relationships. With the right mindset and our end-to-end support, franchise partners can build a successful and rewarding business.
With rising competition in India's beauty market, how does Recode Studios differentiate itself, and what are its strongest competitive advantages?
India's beauty market is evolving rapidly, and we see growing competition as an opportunity to innovate. Recode Studios stands out by offering high-quality, internationally inspired beauty products at affordable prices. Our products are developed to global standards through partnerships with leading manufacturers across the world while being tailored to the needs of Indian consumers.
With a strong presence across both online and offline channels, we stay closely connected to changing customer preferences and create products suited to Indian skin tones and beauty needs. Our expanding retail and franchise network, combined with our focus on quality, innovation, and value, has helped us earn consumer trust and establish Recode Studios as one of India's fastest-growing beauty brands.
How is Recode Studios adapting its products and retail experience to meet evolving demand for premium and innovative beauty products?
We are continuously enhancing our product portfolio by introducing skin-friendly, long-lasting, and high-performance products at affordable prices. At the same time, we are improving the in-store experience with modern store designs and well-trained staff who help customers find the right products for their needs.
Innovation and customer feedback play a key role in our growth strategy. By listening closely to our consumers and adapting to their evolving preferences, we aim to ensure that Recode Studios remains a trusted and preferred beauty destination, both today and in the future.
What are Recode Studios' expansion priorities over the next three to five years, across India and international markets?
Over the next three to five years, our priority is to strengthen our presence across all channels while expanding our network of retail stores and franchise outlets across India. We see significant growth opportunities in Tier II and Tier III cities, where rising incomes and increasing interest in beauty products are driving demand.
At the same time, we will continue to invest in product innovation and strengthen our digital and e-commerce presence to reach a wider customer base. As the brand grows, we are also exploring opportunities in select international markets where there is demand for high-quality, value-driven Indian beauty products.
What is your long-term vision for Recode Studios, and where do you see the brand in the next five years?
Our long-term vision is to establish Recode Studios as one of India's most trusted beauty brands. Over the next five years, we aim to significantly expand our network of retail stores and franchise outlets while creating a seamless omnichannel experience that allows customers to shop easily, whether in-store or online.
We will continue to focus on developing innovative, high-quality, and affordable beauty products that meet the evolving needs of consumers. As we strengthen our presence in India, we also plan to take Recode Studios to select international markets, showcasing the quality and value of Indian beauty products on the global stage.
