MAM
DHFL launches 2nd edition of Behtar India campaign with Parineeti Chopra
MUMBAI: DHFL Pramerica Life Insurance Company has launched its Behtar India campaign. With this, the unique campaign catalysing progressive change towards a sustainable India has embarked on its second year. Launched last year, the campaign supports the community to step forward and help itself in achieving better health, hygiene and environment standards. The eight-month long campaign will focus on three main pillars–health, hygiene and environment (recycling).
‘Behtar India’ is a social innovation that rallies to get different segments of the society together to work towards making their cities cleaner, greener and healthier. The unique format not only supplements the government’s efforts to provide promotive as well as preventive healthcare to the community, but also ensures quality curative healthcare and behaviour change in the fields of hygiene and environment.
Campaign ambassador and actress and Parineeti Chopra says, “It is important to spread the message of better health, hygiene and the importance of recycling within communities to make the world a better place to live in. It is a matter of great responsibility for me to take up this initiative and affect social change. I would like to congratulate DHFL Pramerica Life Insurance, the organisers of ‘Behtar India’ and Arnab Goswami – an influencer like him can bring about massive positive changes. I appeal to everyone to come forward and be a part of this campaign so that this message reaches to as many people as possible.”
DPLI MD and CEO Anoop Pabby mentions, “Through this campaign, we intend to bring together some of key sections of the society like schools, children, corporates and ordinary citizens under a unified platform. While for ‘Behtar Vatavaran’, we intend to inculcate recycling as a habit, starting with paper and e-waste, for ‘Behtar Swachhata’, we would identify a dirty public area in the city and clean it up and for ‘Behtar Swasthya’, we shall be spreading dengue awareness and also distribute dengue protection kits.”
The initiative is a contest for schools and students, a CSR and an employee engagement window for companies, social service for individuals, an amplification tool for the municipal corporations and for the under-privileged children, it is an opportunity to receive free health benefits.
Last year, the ‘Behtar India’ campaign reached out to 11,00,000+ students across 200+ cities and was able to plant 1,50,000 trees. Under the ‘Behtar Swasthya’ initiative, more than 59,000 Dengue protection kits were given out to under-privileged students
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
