Synopsis

Oriflame India sold its manufacturing operations in India to local company Akum Pharmaceuticals two months back, a move many industry executives interpreted as the Swedish player winding down its exposure in India. Campbell said the deal was to spur growth.

Kenneth Benaim Campbell, global CEO, Oriflame

New Delhi: Swedish beauty and wellness company Oriflame Cosmetics will continue to bet on the direct selling model in India, despite the rapid growth of quick commerce channels, its global chief executive said.

The company, however, is working to accelerate delivery in India and expects the country to become its largest market within four years, with a contribution of about 25% to its global revenue by 2030 compared with 10% now, Kenneth Benaim Campbell told ET Thursday.

The India unit reported sales of ₹434 crore in the fiscal year ended March 2025, nearly flat compared with the year before. Globally, Oriflame posted about 560 million in 2025 revenue.

"I don't see it (quick commerce) as necessary or a pressure point...Yes, I do see opportunities that have become more visible through quick commerce and ecommerce," Campbell said. "Does that mean that I should forget what my strengths have been, what has helped the company be? No, I think we have to take the elements from this model and become more digital," he said.

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Quick commerce has become the fastest growing retail channel in India across consumer categories, from grocery and household goods to beauty products. A recent report by the Indian Direct Sellers Association said 58% direct sellers in India saw competition from ecommerce and quick commerce as a key challenge.

However, Campbell, currently on an India visit, said: "We are not going to turn Oriflame into a retail brand, or an ecommerce brand. We are committed to the direct selling model, but we have to live with the times and adapt to the digital world."

For the company's products, the lead time for delivery has reduced to two-three days, Campbell said. The beauty product maker is now working on a wider supply chain network and leveraging technology to reach consumers faster, he said.

Campbell, who spent 27 years at French beauty maker L'Oreal in diverse roles, was named global chief of Oriflame Cosmetics last month.

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Oriflame India sold its manufacturing operations in India to local company Akum Pharmaceuticals two months back, a move many industry executives interpreted as the Swedish player winding down its exposure in India. Campbell said the deal was to spur growth. "Partnering with a local contract manufacturer in India with a bigger capacity and ability to leverage, go to the market with the speed that we did not have, was very important," he said.

Oriflame is exploring the possibility of India supplying to global markets, he said. Currently, 85-90% of its products sold in India are made locally.

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