07 February 2026, Mumbai
While the global personal care market faces a recalibration of consumer sentiment, Bath & Body Works has identified India as a critical engine for its ‘Consumer First’ turnaround. Tony Garrison, Executive Vice President confirmed, the brand is transitioning India from a high-potential territory to a top-three global priority. Despite a 1 per cent Y-o-Y decline in sales in its saturated US markets, the Indian business is finishing the fiscal year with resilient double-digit growth. This divergence highlights a structural shift where Indian urban centers are effectively subsidizing slower global cycles through a unique multi-channel ecosystem.
Omnichannel dominance and digital maturity
India’s digital landscape has become a laboratory for the brand’s global logistics. While online sales contribute roughly 20 per cent to the retailer’s global revenue, the Indian market has shattered that ceiling, generating over 50 per cent of its business through e-commerce. India is currently the only market where the brand operates simultaneously across exclusive brand outlets, third-party marketplaces like Nykaa and Myntra, and ultra-fast quick commerce platforms. This ‘hyper-delivery’ success is now the blueprint for the brand’s upcoming expansion into the Middle East.
Strategic downsizing for greater accessibility
To bridge the gap between premium malls and neighborhood convenience, the retailer is diversifying its physical footprint. Testing is underway for 500 sq ft ‘neighborhood formats,’ a significant pivot from the standard 1,500 sq ft flagship layouts. By also activating shop-in-shop formats with Shoppers Stop, the brand is lowering the barrier to entry for tier-2 consumers. From population and spending power, this could be our biggest market, Garrison noted. As the company shifts toward skincare-integrated fragrances and local sourcing, the goal is to double the Indian business every three years, outpacing almost every other global territory. Bath & Body Works entered India in 2018 via its partner, Apparel Group. The brand specializes in home fragrance, body care, and high-performance soaps. It aims to double its Indian footprint every three years. The brand currently operates 50 stores with a focus on high-margin digital channels.
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