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Bindu D. Menon

New Delhi, Oct. 31 Oriflame India, the wholly owned subsidiary of Swedish direct selling company Oriflame, will be entering the wellness and oral care categories in India by the end of this fiscal.

The company will also be expanding its footprints to tier-2 and -3 cities besides ramping up production capacity at its facility in Noida.

Oriflame has earmarked Rs 14 crore for its marketing related activities. “The growth in the Asian market is over 40 per cent. India is doing extremely well, backed by the demand from the consuming class. We are working closely with our research and development (team) to develop new product for the market here,” Mr Jesper Martinsson, Chief Operating Officer, Oriflame Cosmetics S A, said.

The company will be introducing 140 new stock-keeping units in the personal care, skin care and oral care segments in India, he said. Currently, it has about 550 SKUs.

The direct selling company, which has been in India for 13 years, said the decade-long presence in country has helped it gain a keen insight into the Indian market.

Oriflame has presence in 60 countries and has a sales turnover of €1.12 billion from its global operations.

The company, which has a facility in Noida, said almost 75 per cent of its products are imported. “Certain products, which have been customised for the Indian market, are manufactured locally.” At least 60 products from the Indian facility are also exported to nations where Oriflame has a presence. Mr Martinsson said Oriflame will be increasing the number of its distributors to expand its presence in tier-2 and tier- 3 cities.

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