Procter & Gamble’s skincare brand Olay is sharpening its focus on India’s fast-evolving beauty market with a push into anti-aging solutions and a wider omnichannel play. The company is targeting double-digit sales growth in the coming year, banking on consumer education and research-driven products.
Vikram Jeet Singh, category leader for beauty and haircare at P&G India, said only about 10 percent of Indian women currently use anti-aging products, despite nearly half reporting visible skin-aging concerns. “That shows the scale of opportunity. Our aim is to expand adoption through education and meaningful innovations that solve real skin problems.
Central to this strategy is Olay’s recently launched 7-in-1 cream, formulated after years of research into Indian skin types. Studies highlighted weaker skin barriers caused by pollution and climate, which the company says its new formulations directly address. Singh emphasized that new launches must be anchored in efficacy rather than novelty.
Over the past five years, Olay has quadrupled its online business, with marketplaces like Nykaa boosting discovery and quick-commerce platforms driving convenience-led purchases. Still, Singh pointed out that in-store beauty advisors remain influential in consumer decisions, reinforcing the brand’s omnichannel approach.
Olay, positioned as a premium skincare player in India for over two decades, is now eyeing expansion across price tiers and geographies. Demand is rising in tier-2 and tier-3 cities, aided by deeper internet penetration and rising disposable incomes. To capture this growth, the company is investing in AI-driven skin research, immersive product demonstrations, and digital engagement tools that highlight the science and bioavailability of its ingredients.
Looking ahead, Olay aims to broaden the anti-aging category itself, rather than chase volumes alone. “We want to grow the market, strengthen trust, and remain the most preferred premium skincare brand in India,” Singh said.
