Shoppers Stop Collaborates with Earthi, Forays into Ayurveda

Raheja-group-backed department store chain Shoppers Stop has collaborated with Ayurvedic beauty and wellness brand Earthi to launch a new Kumkumadi oil face sheet mask, marking its foray into the booming Ayurveda products market. The brand had been eyeing an entry into this lucrative segment by developing its own product. The newly-launched product can be purchased for Rs 299 from Shoppers Stop stores and Earthi website.

“We wanted to create something in Ayurveda. I met a couple of people in Kerala to try and create something exclusive for us, though it’s not easy. It was then I met the team Earthi, who already had products with great results. So, instead of recreating, we joined hands with them,” said Biju Kassim, President, Beauty,  Shoppers Stop.

According to a report by IMARC group, the ayurvedic product market of India reached Rs 515.5 billion in 2021 and is expected to reach Rs 1,536.9 billion by 2027 with a CAGR of 19.78 percent between 2022-2027.

Shoppers Stop has been ramping up its portfolio and tapping opportunities in recent times. The launch of Shoppers Stop beauty is an example. “We will hopefully touch 100 stores soon. We are in about 48 cities so the desire is to make the Kumkumadi Oil Face Sheet Mask available at all the Shoppers Stop stores along with 10 SS Beauty stores as well.”

Spread across 96 department stores, Shoppers Stop also operates 8 premium home concept stores, 142 Specialty Beauty stores of M.A.C, Estée Lauder, Bobbi Brown, Clinique, Jo Malone, Too Faced, SS Beauty, and 25 Airport doors, occupying an area of 3.9 million sq ft.

Earthi is a beauty and wellness brand that offers a wide range of organic and ayurvedic hair and skin care products including serums, oils, conditioners, and hydration masks along with many body and bath products. It uses raw and pure natural ingredients for all its products.