Mars Cosmetics to open 20 kiosks in FY25

Beauty brand Mars Cosmetics plans to launch 20 kiosks in the 2025 financial year to reach more customers across India. The business also aims to expand its online presence and targets doubling its revenue this fiscal year.

“This fiscal, we are planning to expand our offline as well as online presence by penetrating deeper,” Mars Cosmetics’ director Rishabh Sethia told ET Retail. “We plan to take our kiosk count to 30 from 10 and there are many gaps in our general trade strategy because when you grow at a very frantic pace, you leave gaps behind. So, we will close down those gaps from an execution standpoint.”
 
The business plans to focus on expanding its retail footprint rather than its product selection this financial year. The business will pay special attention to southern and eastern India for kiosk openings as it is currently under-penetrated in these markets, according to Sethia. Other kiosk openings will take place in West Bengal, Rajasthan, Gujarat, and Uttar Pradesh. Mars Cosmetics counts around 55% of its total sales from online channels and 45% from brick-and-mortar retail.
 
“Within online, around 5% to 7% of the revenue is contributed by our direct to customer channel, and the rest is very evenly distributed across marketplaces,” said Sethia. “Whereas in offline, 97% to 98% of our revenue comes through general trade, and the rest 2% to 3% is contributed by company-owned and company-operated kiosks.”