Brands
India’s tourism ministry strikes deal with Netflix to showcase destinations through film
NEW DELHI: India’s ministry of tourism has signed a memorandum of understanding with Netflix to promote the country’s destinations through cinematic storytelling, marking a bold digital pivot in the government’s tourism strategy.
The partnership, announced at a World Tourism Day celebration in New Delhi, will use curated trailers and global outreach to showcase Indian locations to Netflix’s worldwide audience. The streaming giant’s involvement signals India’s recognition that modern tourism marketing requires Hollywood-scale production values and global distribution networks.
The ministry also signed agreements with the Atithi Foundation and online travel agencies to boost strategic research, innovation and capacity building. These deals aim to collect post-travel visitor feedback, enabling data-driven policy decisions across states and union territories.
Niti Aayog vice-chairperson Suman Bery told the gathering that tourism was “not just about leisure” but “a powerful instrument for economic transformation, environmental stewardship, and social inclusion.” Speaking as chief guest at the event, presided over by minister of state for tourism Suresh Gopi, Bery emphasised that India must “embed sustainability at the core of our strategy, not at the margins.”
The celebration launched a Project Management Information System providing real-time monitoring of tourism infrastructure projects. The ministry also released its 66th India Tourism Data Compendium, highlighting record international and domestic arrivals. India now ranks 20th globally for international tourist arrivals.
A new guidebook for Mudra loans for homestays was unveiled, offering step-by-step instructions for online applications through the Jan Samarth portal—part of efforts to democratise tourism entrepreneurship.
High-level panels featuring officials from road, aviation, railways and shipping ministries stressed seamless multimodal connectivity as essential for sustainable growth. Thematic sessions examined case studies including Mahakumbh 2025 and the Statue of Unity, alongside discussions on using artificial intelligence, augmented reality and virtual reality to enhance visitor experiences.
The Netflix deal represents a savvy acknowledgment that in an attention economy, even ancient temples and pristine beaches need cinematic treatment to cut through the noise. Whether Hindi movie and series creativity meets Silicon Valley can deliver the tourists remains to be seen.
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.
