Global brands risk underperforming without India localisation

E-commerce and young consumers drive growth, but localisation, inflation and policy risks could shape outcomes.

India’s fast-growing beauty industry is emerging as a key growth engine in APAC, but structural risks around localisation, regulation and consumer spending could shape how far that expansion goes.

The country’s beauty and personal care (BPC) market is projected to reach $40 billion by 2030, driven by demographic and digital tailwinds. “We have more disposable income, so naturally, people want to spend on grooming and personal care,” said Netijyata Mahendru, Founder and Principal Consultant of Broadcast Beauty Consultancy.

A young population is also fuelling demand. “India has a very large base of Gen Z consumers,” Mahendru said, noting that both Gen Z and millennials are entering peak consumption years.
Digital adoption is accelerating this growth. According to Tanya Rajani, Associate Director of Beauty and Personal Care at Mintel India, “internet, social media, e-commerce create this fertile ground” for both local and global brands.

India’s model, anchored on e-commerce and mobile-first consumption, is increasingly influencing other APAC markets. Mahendru said “e-commerce has accelerated the growth of the beauty industry in a way offline retail couldn't,” enabling brands to reach underserved regions.
This playbook is being watched closely across Southeast Asia. “It’s the same pattern that Vietnam, Philippines and Malaysia can borrow from,” she added.

However, experts caution that the model is not directly transferable. Rajani said “it cannot be a copy paste,” stressing that cultural and climate differences across APAC markets require tailored product strategies.

Risks are also emerging as the market scales. One key challenge is execution by international brands. Mahendru warned that growth could stall “if they keep thinking of India and larger markets of Asia as a place where they just dump stocks without investing in building the market.”

Macroeconomic pressures may also weigh on demand. Rajani noted that “when inflation is high in essentials like education and food, it can take a hit for discretionary categories like beauty,” potentially pushing consumers towards lower-priced products.

In addition, fragmented retail distribution and tightening regulations could slow innovation and expansion.

As India cements its role in APAC’s beauty landscape, brands that balance digital scale with local relevance are likely to outperform, whilst those that fail to adapt risk missing out on one of the region’s fastest-growing consumer markets.