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Why Type Of Distribution Channel Does Mary Kay Use In India?

Mary Kay has been present in India since 1994, when it first started advertising and marketing its products in the country.

The company has since then established a strong presence in India, with a wide range of products that are popular among Indian women. Some of the most popular Mary Kay products in India include skincare items, makeup, fragrances, and more.

The company’s Indian website offers a wide range of products that cater to the unique needs of Indian women. Mary Kay is one of the leading brands when it comes to beauty and skincare products, and its presence in India is a testament to its popularity among Indian women.

Mary Kay Inc. is a privately held company with a start-up capital of $5,000. Her goal in creating this cosmetics business was to help her son and launch herself as an entrepreneur in the competitive sector. Its headquarters are located in Dallas, Texas, and it has thrived for decades.

The company started to establish its presence in India in the year 2007. It started with Delhi and then moved to Mumbai. In 2010, Mary Kay India had crossed the Rs 100 crore mark in terms of sales.

Mary Kay India has used various marketing mix strategies to establish itself as a leading player in the Indian market.

Advertising: The company has used both digital and print media for advertising its products. In the digital space, it has created a strong social media presence with regular updates on new product launches, events, etc.

One of the world’s largest direct sellers of cosmetics and skincare, Mary Kay Inc., reported $2.5 billion in global product sales in 2009. The company operates in at least 35 markets across 5 continents, with its top territories being Russia, America, Mexico and China. Despite significant growth over the years, Mary Kay has kept true to its simple roots.

Mary Kay products are available in India via the company’s website, as well as third-party retailers such as Amazon. In order to advertising and marketing efforts in India, Mary Kay has partnered with a number of celebrities including Bollywood actress Katrina Kaif and Miss Universe 2017 Demi-Leigh Nel-Peters.

Mary Kay’s expansion into India is in line with the company’s global strategy to be present in key markets around the world. India is a key growth market for the company, due to its large population and growing middle class. With its presence in India, Mary Kay is able to tap into a new pool of potential customers.

The company is constantly exploring new markets and opportunities for growth, and its presence in India is a testament to this commitment. Through its innovative products, world-class training programs and unique business opportunity, Mary Kay offers women in India the chance to achieve their dreams.

Mary Kay’s simple philosophy of enriching women’s lives continues to be the cornerstone of the company today. By partnering with celebrities like Katrina Kaif who embody this philosophy, Mary Kay is able to reach a wider audience and continue its mission of empowering women around the world.

For years, she has prioritized what’s important to her and set herself up for success in business. With a strong work ethic and a dedication to excellence, she has won prestigious awards and built an empire out of manufacturing, developing, and packaging makeup, skin care products, and fragrances for women’s and men body care items.

The brand has a strong presence in the market with over 2.4 million independent sales consultants and a global reach to almost 35 countries. Mary Kay India was launched in September 2007, with an investment of Rs 30 crore. The company had already developed its products keeping in mind the Indian skin tone and conditions.

They had also roped in celebrities like Sushmita Sen, Kajol and Madhuri Dixit as their brand ambassadors. However, soon after the launch they realised that the product pricing was too high for the Indian market and hence, they had to make changes accordingly.

The majority of women, with a concentration on the typical middle-class Indian customer aged 25 to 54, are Kay’s main target audience. India has seen an overall increase in cosmetic sales recently as more women enter the workforce.

And, with nearly 1.3 billion people, India is an important market for Mary Kay to expand its global footprint.

Mary Kay first entered the Indian market in 1994 through a joint venture with Hindustan Lever Limited (now known as Unilever). The company then established its own wholly owned subsidiary, Mary Kay India Private Limited, in 2001.

Since then, Mary Kay has been successfully marketing and advertising its products to women across India. The company uses various channels to reach its target audience, including print and television ads, social media, direct selling, and more.

In addition to offering a wide range of products, Mary Kay also provides opportunities for women to start their own business by becoming independent consultants. This business model has been particularly successful in India, where many women are eager to start their own business but may not have the resources or knowledge to do so.

Mary Kay is committed to helping women in India look and feel their best. The company’s presence in the country is growing, and it shows no signs of slowing down.

The second factor is product category. General categories that can be applied to any location around the world include: skin care, makeup, body and sun, fragrance, gifts, and men. These are just some of the many products offered by Mary Kay.

Mary Kay used existing product lines that were popular in China, one of the firm’s fastest-growing markets. Whitening items are increasingly popular among Chinese women, Indian women, Korean women, and Filipino women, where lighter skin is associated with attractiveness, elegance, and privilege.

From 2006 to 2011, Mary Kay’s global sales increased by 34 percent and their number of independent sales force grew by 36 percent. To fuel this growth in India, Mary Kay needed to focus on advertising and marketing initiatives that would help them become a recognizable brand in the country. The company also needed to deal with issues like counterfeiting, which was rampant in India. Overall, Mary Kay faced three main challenges when expanding into India: lack of awareness, unorganized retail sector, and counterfeiting.

Lack of Awareness:

One of the biggest challenges that Mary Kay faced when expanding into India was lack of awareness about the brand. In order to combat this, the company launched a multi-pronged advertising and marketing campaign. This campaign included print ads, television commercials,  and social media outreach. One of the most successful aspects of their campaign was the use of Bollywood celebrities like Karisma Kapoor and Sushmita Sen in their ads.

Unorganized Retail Sector:

Another challenge that Mary Kay faced was the unorganized retail sector in India. The Indian market is heavily fragmented with small, local players accounting for the majority of the market share. In order to reach these small retailers, Mary Kay employed a network of super stockists who would then distribute the product to the smaller stores.


A final challenge that Mary Kay faced was counterfeiting. This was an issue because there were a lot of fake products being sold in India that were damaging the brand’s reputation. To combat this, Mary Kay worked with the Indian government to crack down on counterfeiters.

Mary Kay was able to successfully overcome these challenges and establish a strong presence in India. The company is now one of the leading cosmetic brands in the country with a wide array of products that are popular among women of all ages.

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