The Body Shop drops price to increase its cosmetic market share

UK cosmetics brand The Body Shop has dropped prices across its products by 20-30 percent in India, as it aims to increase its share in an intensely competitive cosmetics market.

The company said, "The price change will make The Body Shop a more accessible beauty brand."

In India for close to a decade, The Body Shop claims its products are 100 percent 'vegetarian', and sells across 150 stores.

The Body Shop India chief operating officer Shriti Malhotra said: "Lower prices of our best sellers will bring affordable beauty closer to diverse consumers across age groups and geographies, recruiting new consumers along the way.”