Bath & Body Works has intensified its focus on India, positioning the country as one of its fastest-growing global markets, as the US-based personal care and home fragrance retailer accelerates multi-channel expansion, product innovation, and the rollout of new store formats to drive growth. Highlighting India’s strategic importance, Tony Garrison, Executive Vice President of Bath & Body Works, said the brand continues to invest aggressively to capitalise on rising consumer demand.
Reflecting on the brand’s journey, Garrison said, “We entered the Indian market in 2018, and since then, we have been growing year on year, be it like-to-like growth or overall business growth, making it a healthy business in India. India is finishing the year with double-digit growth and positive like-to-like store sales growth.” As a result, the company views India as a consistently strong and resilient market.
Furthermore, calling India a “focal country” and ranking it among Bath & Body Works’ top priority markets globally, Garrison added, “We’ve doubled the business every five years, and we see it doubling every three years. The rate at which India is growing is probably in the top three globally as far as growth in the global marketplace.” This sustained momentum continues to strengthen India’s position within the company’s global portfolio.
Currently present across 42 countries, Bath & Body Works operates in India through its franchise partner Apparel Group and runs 50 stores nationwide. Alongside physical retail, the company continues to increase investments across products, marketing initiatives, and distribution channels to support its expansion plans.
Explaining the growth drivers, Garrison said, “Where growth will come from is three things—great product, how we market the brand, and channel expansion. India is at the forefront of what we call our multi-channel strategy.” Consequently, India plays a central role in shaping the brand’s omnichannel playbook.
Notably, India stands out as the only market where Bath & Body Works operates simultaneously across physical retail, its own website, leading marketplaces such as Myntra, Nykaa, and Amazon, and quick commerce platforms.
Emphasising this advantage, Garrison noted, “India was the first market where we went on marketplaces, and it has proven that there’s a different consumer out there. We also plan to replicate India’s quick commerce success story in the Middle East.”
While online channels contribute about 20 percent of global sales, India generates over 50 percent of its revenue online, underlining the country’s digital maturity. At the same time, the company is experimenting with physical formats to enhance accessibility. “We’re testing smaller formats to bring the product closer to consumers and also exploring shop-in-shop formats with Shoppers Stop,” Garrison said.
Meanwhile, product innovation continues to take centre stage, with upcoming collections placing stronger emphasis on skincare benefits alongside fragrance. Addressing this shift, Garrison said, “You’ll see a lot more innovation in product, formulas, and packaging. We want associates to talk about fragrance with benefits and educate consumers on how products make them feel.”
Additionally, with gifting emerging as a high-growth category and global launches increasingly mirrored in India, Bath & Body Works is actively exploring local sourcing and manufacturing opportunities. Summing up India’s long-term potential, Garrison concluded, “From population and spending power, this could be our biggest market. India is already in the top five and trending toward the top three for Bath & Body Works globally.”
Bath & Body Works’ sharpened India strategy reflects the market’s growing importance within the brand’s global growth agenda. With strong digital penetration, expanding physical formats, rising demand for premium personal care, and increasing localisation efforts, India is poised to become one of Bath & Body Works’ most influential markets worldwide. As the company continues to innovate and scale, India stands firmly at the centre of its future growth story.
