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Sep, 10 2010

Doing business naturally

Globally known as a socially and environmentally responsible beauty brand, The Body Shop is expanding throughout the country.

How did The Body Shop come into being in India?

India is the fastest growing market in the Asia-Pacific region and an important market for The Body Shop because of the sheer size and dynamism of the market. The Body shop, a global retailer of naturally inspired, ethically produced beauty and cosmetic products, entered India in 2006 through its master franchisee, Quest Retail, part of the Planet Retail Group. The brand opened its first store in Mumbai.

How many franchised outlets do you have at present?

Presently, we are operating 40 stores across 18 cities pan India and over 2,500 stores in over 60 markets worldwide.

What are your company's expansion plans?

Following an overwhelming response from our consumers pan-India, we plan to expand aggressively in the country. In four years we have covered major areas and we now plan to add 35 more stores to our present count. We are targeting cities like, Bengaluru, Indore Bhopal, Chandigarh, Surat, Baroda and many more.

What are your requisites in terms of area and location?

We prefer to have our presence in malls and high streets within an area of 500-600 sq.ft.

In what way is your brand different from other beauty brands?

The Body Shop constantly seeks out wonderful sustainable natural ingredients from across the globe to provide products that have high effectiveness and enhances natural beauty. Taking the brands' commitment on social issues in India forward, The Body Shop® supports its NGO partners in India, donating part proceeds of all net profits towards its social campaigns. The Body Shop believes that beauty is more than skin deep. The Body Shop offers naturally inspired skin care solutions that helps achieve healthy and glowing skin.

What kind of training and support do you offer to your staff?

Staff training at The Body Shop is significant for brand's growth. We believe that our staff represents and portrays our brand. We have international trainees to train our staff who visit our stores at regular intervals. The training incorporates product knowledge, store management, customer relationship and new product launches and schemes.

The Body Shop has cut its prices. What is the reason behind this?

Responding to consumers' sentiments on the global economic meltdown and to provide our best selling products at best prices, we reworked on our pricing strategy. We lowered our prices of over 200 of its best selling products by 10 to 35 per cent across India.

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