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Ratna Bhushan

In the longer term, Christian Dior Parfums could consider setting up exclusive boutiques in India, and even a beauty institute, Mr Sturma said.

New Delhi , Oct. 20

CHRISTIAN Dior Parfums may just well be paving the way for luxury cosmetics labels such as Chanel, Lancome and Estee Lauder to enter the Indian market.

The low-key Christian Dior Parfums, which has had a presence in the domestic market through its exclusive Delhi-based distributor Euro Traditions for the past three years, now wants a larger pie of the Indian cosmetics market.

Speaking to Business Line, Mr Eric Sturma, Regional Director, said: "We have prioritised the Indian market; it has huge potential for growth."

Though he refused to divulge details of current and projected sales, Mr Sturma said that the company would invest significantly in training the retail trade and professional consultants, besides increasing efforts to educate end-consumers about its products.

In the longer term, Christian Dior Parfums could consider setting up exclusive boutiques in India, and even a beauty institute, he added.

Though setting up of a 100 per cent subsidiary or entering into a joint venture with an Indian company at this stage have been ruled out, it is a possibility in the future, depending on factors such as the economic and political environment in the country.

Christian Dior's product line in India includes fragrances for men and women, make-up products and a skin-care range.

Fragrances constitute the company's most popular product line globally, followed by make-up and skin-care products.

"In India too, fragrances remain our most popular product line. Therefore, we will focus now on retail and consumer education for our skin-care and make-up range," Ms Nevine Thiermann, Training & Promotion Manager, said.

According to her, globally30 per cent of the company's revenues are allocated to research and development of skin-care products.

As part of its `international marketing plan', the company proposes to introduce 20-25 new product variants within all the ranges.

Also on the agenda is increasing presence in the retail environment. "We are evolving our distribution in India and targeting a doubling of our retail presence, which means from 18 store counters currently to about 40 within three years," Mr Sturma said.

This will primarily be in big cities. For now, Christian Dior has a presence in seven Indian cities.

All of its products are manufactured in France. "The label's strengths are our backdrop in fashion and creativity. There has been no reason to delocalise production," Mr Sturma added.

While Christian Dior's lipsticks are priced at upwards of Rs 1,225, a 100-ml perfume bottle is priced at Rs 2,800.

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