Brands
TAM AdEx: TV ads for consumer durables surge, print drops by six per cent in H1 2024
Mumbai: TAM AdEx’s latest report for Jan-Jun 2024 reveals significant growth in TV ad volumes for the consumer durables/home appliances category, showing a 2.9 times increase compared to the same period in 2022, and 11 per cent higher than H1 2023. In contrast, print ad space for the category continued its downward trend, falling by six per cent compared to the first half of 2023.
Godrej & Boyce Mfg Co led the category on TV, holding a 33 per cent share of ad volumes, while Usha International and Voltas joined as exclusive top advertisers in 2024. Print advertising saw TTK Prestige India and Stovekraft maintain their top spots with 41 per cent and 21 per cent share of ad space, respectively. The South Zone dominated print ads, accounting for 33 per cent of ad space, closely followed by the North Zone.
On Radio, ad volumes dropped 52 per cent in 2024 compared to 2023, but Samsung India Electronics led with 28 per cent of ad volumes. Digital ad impressions grew by five per cent in H1 2024, with Samsung again topping the list at 25 per cent share of impressions. Programmatic advertising accounted for 81 per cent of digital impressions.
The report highlights that the consumer durables/home appliances category continues to prioritise TV advertising, with prime time being the preferred slot. The news and GEC (general entertainment channels) genres captured 65 per cent of ad volumes.
In the print sector, Hindi and English publications together contributed over 64 per cent of the ad space. The preference for promotional offers remains strong, comprising 81 per cent of total print ads, with multiple promotions being the most utilised form.
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.
