The Future of the Make-Up Market in India to 2018

 Published On: Oct, 2014 |    No of Pages: 102 |  Published By: Canadean | Format: PDF
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Product Synopsis

The Future of the Make-Up Market in India to 2018 is the result of Canadean’s extensive market research. The report presents detailed analysis on the Make-up consumption trends in India, historic and forecast Make-up consumption volumes and values at market and category level, brand share and distribution channel data. This report brings together Canadean Intelligence's research, modeling and analysis expertise in order to develop uniquely detailed market data. This allows domestic and foreign companies to identify the market dynamics to account for Make-up sales overall and to know which categories and segments are showing growth in the coming years.

Introduction and Landscape

Why was the report written?
• This report provides authoritative and granular data on the Make-up market in India and, in doing so fills the gaps in marketers’ understanding of trends and the components of change behind them.

• Based upon extensive primary and secondary research to provide comprehensive and granular data, this report allows marketers to confidently update their strategic and tactical plans.

• Marketers need data on volume and value changes, brand dynamics and distribution trends in order to effectively plan strategies.

What are the key drivers behind recent market changes?
This report examines the components of change in the market by looking at historic and future growth patterns, including the effects of consumers’ behavior on total volumes, values, brands selected and types of product chosen.

What makes this report unique and essential to read?
The report provides the latest, detailed data on dynamics in India Make-up market, providing marketers with the essential data to understand their own, and their competitors’ position in the market and the information to accurately identify where to compete in the future.

Key Features and Benefits

Detailed category coverage is provided, covering Four product segments that include: Eye Make-Up, Face Make-Up, Lip Make-Up, Nail Make-Up.

Detailed product sales segmentation (for both volumes and values) is provided, including brand data, and sales by distribution channel, at the product category level.

Future forecasts allow marketers to understand the future pattern of market trends from winners and losers to category dynamics and thereby quickly and easily identify the key areas in which they want to compete in the future.

Table of Contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2013 actual sales; while forecasts are provided for 2014 – 2018
1.2.2 Category Definitions
1.2.3 Distribution Channel Definitions
1.2.4 Volume Units and Aggregations
1.2.5 CAGR Definition and Calculation
1.2.6 Graphical representation of Brands
1.2.7 Exchange Rates
1.2.8 Methodology Summary
2 India Make-up Market Analysis, 2008–18
2.1 Make-up Value Analysis, 2008–18
2.1.1 Overall Make-up Market Value, 2008–18
2.1.2 Make-up Market Value by Category, 2008–18
2.1.3 Market Growth Dynamics by Value – Make-up, 2008–18
2.2 Make-up Volume Analysis, 2008–18
2.2.1 Overall Make-up Market Volume, 2008–18
2.2.2 Per-Capita Consumption - Make-up, 2008–18
2.2.3 Make-up Market Volume by Category, 2008–18
2.2.4 Market Growth Dynamics by Volume – Make-up, 2008–18
3 India Eye Make-up Market Analysis, 2008–18
3.1 Eye Make-up Value Analysis, 2008–18
3.1.1 Eye Make-up Market by Value, 2008–18
3.1.2 Average Consumer Price/Unit – Eye Make-up, 2008–18
3.1.3 Eye Make-up Market Value by Segments, 2008–18
3.2 Eye Make-up Volume Analysis, 2008–18
3.2.1 Eye Make-up Market by Volume, 2008–18
3.2.2 Eye Make-up Market Volume by Segments, 2008–18
3.3 Market Growth Dynamics – Eye Make-up, 2008–18
3.3.1 Eye Make-up Market Growth Dynamics by Value, 2008–18
3.3.2 Eye Make-up Market Growth Dynamics by Volume, 2008–18
3.4 Eyeliner Analysis, 2008–18
3.4.1 Eyeliner Market by Value, 2008–18
3.4.2 Eyeliner Market by Volume, 2008–18
3.5 Eyeshadow Analysis, 2008–18
3.5.1 Eyeshadow Market by Value, 2008–18
3.5.2 Eyeshadow Market by Volume, 2008–18
3.6 Mascara Analysis, 2008–18
3.6.1 Mascara Market by Value, 2008–18
3.6.2 Mascara Market by Volume, 2008–18
3.7 Other Eye Make-Up Analysis, 2008–18
3.7.1 Other Eye Make-Up Market by Value, 2008–18
3.7.2 Other Eye Make-Up Market by Volume, 2008–18
3.8 Eye Make-up Brand Analysis, 2010–13
3.9 Eye Make-up Distribution Channel Analysis, 2010–13
4 India Face Make-up Market Analysis, 2008–18
4.1 Face Make-up Value Analysis, 2008–18
4.1.1 Face Make-up Market by Value, 2008–18
4.1.2 Average Consumer Price/Unit – Face Make-up, 2008–18
4.1.3 Face Make-up Market Value by Segments, 2008–18
4.2 Face Make-up Volume Analysis, 2008–18
4.2.1 Face Make-up Market by Volume, 2008–18
4.2.2 Face Make-up Market Volume by Segments, 2008–18
4.3 Market Growth Dynamics – Face Make-up, 2008–18
4.3.1 Face Make-up Market Growth Dynamics by Value, 2008–18
4.3.2 Face Make-up Market Growth Dynamics by Volume, 2008–18
4.4 Blusher Analysis, 2008–18
4.4.1 Blusher Market by Value, 2008–18
4.4.2 Blusher Market by Volume, 2008–18
4.5 Foundation Analysis, 2008–18
4.5.1 Foundation Market by Value, 2008–18
4.5.2 Foundation Market by Volume, 2008–18
4.6 Face Powder Analysis, 2008–18
4.6.1 Face Powder Market by Value, 2008–18
4.6.2 Face Powder Market by Volume, 2008–18
4.7 Other Face Make-Up Analysis, 2008–18
4.7.1 Other Face Make-Up Market by Value, 2008–18
4.7.2 Other Face Make-Up Market by Volume, 2008–18
4.8 Face Make-up Brand Analysis, 2010–13
4.9 Face Make-up Distribution Channel Analysis, 2010–13
5 India Lip Make-up Market Analysis, 2008–18
5.1 Lip Make-up Value Analysis, 2008–18
5.1.1 Lip Make-up Market by Value, 2008–18
5.1.2 Average Consumer Price/Unit – Lip Make-up, 2008–18
5.1.3 Lip Make-up Market Value by Segments, 2008–18
5.2 Lip Make-up Volume Analysis, 2008–18
5.2.1 Lip Make-up Market by Volume, 2008–18
5.2.2 Lip Make-up Market Volume by Segments, 2008–18
5.3 Market Growth Dynamics – Lip Make-up, 2008–18
5.3.1 Lip Make-up Market Growth Dynamics by Value, 2008–18
5.3.2 Lip Make-up Market Growth Dynamics by Volume, 2008–18
5.4 Lipliner Analysis, 2008–18
5.4.1 Lipliner Market by Value, 2008–18
5.4.2 Lipliner Market by Volume, 2008–18
5.5 Lipstick Analysis, 2008–18
5.5.1 Lipstick Market by Value, 2008–18
5.5.2 Lipstick Market by Volume, 2008–18
5.6 Lip Gloss Analysis, 2008–18
5.6.1 Lip Gloss Market by Value, 2008–18
5.6.2 Lip Gloss Market by Volume, 2008–18
5.7 Other Lip Make-Up Analysis, 2008–18
5.7.1 Other Lip Make-Up Market by Value, 2008–18
5.7.2 Other Lip Make-Up Market by Volume, 2008–18
5.8 Lip Make-up Brand Analysis, 2010–13
5.9 Lip Make-up Distribution Channel Analysis, 2010–13
6 India Nail Make-up Market Analysis, 2008–18
6.1 Nail Make-up Value Analysis, 2008–18
6.1.1 Nail Make-up Market by Value, 2008–18
6.1.2 Average Consumer Price/Unit – Nail Make-up, 2008–18
6.1.3 Nail Make-up Market Value by Segments, 2008–18
6.2 Nail Make-up Volume Analysis, 2008–18
6.2.1 Nail Make-up Market by Volume, 2008–18
6.2.2 Nail Make-up Market Volume by Segments, 2008–18
6.3 Market Growth Dynamics – Nail Make-up, 2008–18
6.3.1 Nail Make-up Market Growth Dynamics by Value, 2008–18
6.3.2 Nail Make-up Market Growth Dynamics by Volume, 2008–18
6.4 Nail Polish Analysis, 2008–18
6.4.1 Nail Polish Market by Value, 2008–18
6.4.2 Nail Polish Market by Volume, 2008–18
6.5 Nail Make-up Brand Analysis, 2010–13
6.6 Nail Make-up Distribution Channel Analysis, 2010–13
7 Appendix
7.1 About Canadean
7.2 Disclaimer

List of Tables

Table 1: Category Definitions - Make-up Market
Table 2: Distribution Channel Definitions - Make-up Market
Table 3: Volume Units for Make-up Market
Table 4: India Exchange Rate INR – USD (Annual Average), 2008 – 2013
Table 5: India Exchange Rate INR – USD (Annual Average), 2014 – 2018 Forecast
Table 6: India Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Table 7: India Make-up Market Value (USD m) and Growth (Y-o-Y), 2008–18
Table 8: India Make-up Market Value (INR m) by Category, 2008–13
Table 9: India Make-up Market Value (INR m) by Category, 2013–18
Table 10: India Make-up Market Value (USD m) by Category, 2008–13
Table 11: India Make-up Market Value (USD m) by Category, 2013–18
Table 12: India Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Category, by Value (INR m)
Table 13: India Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Table 14: India Per-capita Make-up Consumption (Unit/head & Y-o-Y growth), 2008–18
Table 15: India Make-up Market Volume (Units m) by Category, 2008–13
Table 16: India Make-up Market Volume (Units m) by Category, 2013–18
Table 17: India Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Category, by volume (Units m)
Table 18: India Eye Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Table 19: India Eye Make-up Market Value (USD m) and Growth (Y-o-Y), 2008–18
Table 20: India Eye Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Table 21: India Eye Make-up Market Value (INR m) by Segments, 2008–13
Table 22: India Eye Make-up Market Value (INR m) by Segments, 2013–18
Table 23: India Eye Make-up Market Value (USD m) by Segments, 2008–13
Table 24: India Eye Make-up Market Value (USD m) by Segments, 2013–18
Table 25: India Eye Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Table 26: India Eye Make-up Market Volume (Units m) by Segments, 2008–13
Table 27: India Eye Make-up Market Volume (Units m) by Segments, 2013–18
Table 28: India Eye Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Value (INR m), by Segments
Table 29: India Eye Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Volume (Units m), by Segments
Table 30: India Eyeliner Market by Value (INR m), 2008–18
Table 31: India Eyeliner Market by Value (USD m), 2008–18
Table 32: India Eyeliner Market by Volume (Units m), 2008–18
Table 33: India Eyeshadow Market by Value (INR m), 2008–18
Table 34: India Eyeshadow Market by Value (USD m), 2008–18
Table 35: India Eyeshadow Market by Volume (Units m), 2008–18
Table 36: India Mascara Market by Value (INR m), 2008–18
Table 37: India Mascara Market by Value (USD m), 2008–18
Table 38: India Mascara Market by Volume (Units m), 2008–18
Table 39: India Other Eye Make-Up Market by Value (INR m), 2008–18
Table 40: India Other Eye Make-Up Market by Value (USD m), 2008–18
Table 41: India Other Eye Make-Up Market by Volume (Units m), 2008–18
Table 42: India Eye Make-up Market Value by Brands (INR m), 2010–13
Table 43: India Eye Make-up Market Value by Brands (USD m), 2010–13
Table 44: India Eye Make-up Market Value by Distribution Channel (INR m), 2010–13
Table 45: India Eye Make-up Market Value by Distribution Channel (USD m), 2010–13
Table 46: India Face Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Table 47: India Face Make-up Market Value (USD m) and Growth (Y-o-Y), 2008–18
Table 48: India Face Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Table 49: India Face Make-up Market Value (INR m) by Segments, 2008–13
Table 50: India Face Make-up Market Value (INR m) by Segments, 2013–18
Table 51: India Face Make-up Market Value (USD m) by Segments, 2008–13
Table 52: India Face Make-up Market Value (USD m) by Segments, 2013–18
Table 53: India Face Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Table 54: India Face Make-up Market Volume (Units m) by Segments, 2008–13
Table 55: India Face Make-up Market Volume (Units m) by Segments, 2013–18
Table 56: India Face Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Value (INR m), by Segments
Table 57: India Face Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Volume (Units m), by Segments
Table 58: India Blusher Market by Value (INR m), 2008–18
Table 59: India Blusher Market by Value (USD m), 2008–18
Table 60: India Blusher Market by Volume (Units m), 2008–18
Table 61: India Foundation Market by Value (INR m), 2008–18
Table 62: India Foundation Market by Value (USD m), 2008–18
Table 63: India Foundation Market by Volume (Units m), 2008–18
Table 64: India Face Powder Market by Value (INR m), 2008–18
Table 65: India Face Powder Market by Value (USD m), 2008–18
Table 66: India Face Powder Market by Volume (Units m), 2008–18
Table 67: India Other Face Make-Up Market by Value (INR m), 2008–18
Table 68: India Other Face Make-Up Market by Value (USD m), 2008–18
Table 69: India Other Face Make-Up Market by Volume (Units m), 2008–18
Table 70: India Face Make-up Market Value by Brands (INR m), 2010–13
Table 71: India Face Make-up Market Value by Brands (USD m), 2010–13
Table 72: India Face Make-up Market Value by Distribution Channel (INR m), 2010–13
Table 73: India Face Make-up Market Value by Distribution Channel (USD m), 2010–13
Table 74: India Lip Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Table 75: India Lip Make-up Market Value (USD m) and Growth (Y-o-Y), 2008–18
Table 76: India Lip Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Table 77: India Lip Make-up Market Value (INR m) by Segments, 2008–13
Table 78: India Lip Make-up Market Value (INR m) by Segments, 2013–18
Table 79: India Lip Make-up Market Value (USD m) by Segments, 2008–13
Table 80: India Lip Make-up Market Value (USD m) by Segments, 2013–18
Table 81: India Lip Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Table 82: India Lip Make-up Market Volume (Units m) by Segments, 2008–13
Table 83: India Lip Make-up Market Volume (Units m) by Segments, 2013–18
Table 84: India Lip Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Value (INR m), by Segments
Table 85: India Lip Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Volume (Units m), by Segments
Table 86: India Lipliner Market by Value (INR m), 2008–18
Table 87: India Lipliner Market by Value (USD m), 2008–18
Table 88: India Lipliner Market by Volume (Units m), 2008–18
Table 89: India Lipstick Market by Value (INR m), 2008–18
Table 90: India Lipstick Market by Value (USD m), 2008–18
Table 91: India Lipstick Market by Volume (Units m), 2008–18
Table 92: India Lip Gloss Market by Value (INR m), 2008–18
Table 93: India Lip Gloss Market by Value (USD m), 2008–18
Table 94: India Lip Gloss Market by Volume (Units m), 2008–18
Table 95: India Other Lip Make-Up Market by Value (INR m), 2008–18
Table 96: India Other Lip Make-Up Market by Value (USD m), 2008–18
Table 97: India Other Lip Make-Up Market by Volume (Units m), 2008–18
Table 98: India Lip Make-up Market Value by Brands (INR m), 2010–13
Table 99: India Lip Make-up Market Value by Brands (USD m), 2010–13
Table 100: India Lip Make-up Market Value by Distribution Channel (INR m), 2010–13
Table 101: India Lip Make-up Market Value by Distribution Channel (USD m), 2010–13
Table 102: India Nail Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Table 103: India Nail Make-up Market Value (USD m) and Growth (Y-o-Y), 2008–18
Table 104: India Nail Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Table 105: India Nail Make-up Market Value (INR m) by Segments, 2008–13
Table 106: India Nail Make-up Market Value (INR m) by Segments, 2013–18
Table 107: India Nail Make-up Market Value (USD m) by Segments, 2008–13
Table 108: India Nail Make-up Market Value (USD m) by Segments, 2013–18
Table 109: India Nail Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Table 110: India Nail Make-up Market Volume (Units m) by Segments, 2008–13
Table 111: India Nail Make-up Market Volume (Units m) by Segments, 2013–18
Table 112: India Nail Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Value (INR m), by Segments
Table 113: India Nail Make-up Market Dynamics: past and future growth rates (2008–13 & 2013–18) and market size (2008, 2013 & 2018), by Volume (Units m), by Segments
Table 114: India Nail Polish Market by Value (INR m), 2008–18
Table 115: India Nail Polish Market by Value (USD m), 2008–18
Table 116: India Nail Polish Market by Volume (Units m), 2008–18
Table 117: India Nail Make-up Market Value by Brands (INR m), 2010–13
Table 118: India Nail Make-up Market Value by Brands (USD m), 2010–13
Table 119: India Nail Make-up Market Value by Distribution Channel (INR m), 2010–13
Table 120: India Nail Make-up Market Value by Distribution Channel (USD m), 2010–13

List of Figures

Figure 1: India Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Figure 2: India Make-up Market Value (INR m) by Category, 2008–18
Figure 3: India Make-up Market Dynamics, by Category, by Market Value, 2008–18
Figure 4: India Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Figure 5: India Per-Capita Make-up Consumption (Unit/head & Y-o-Y growth), 2008–18
Figure 6: India Make-up Market Volume (Units m) by Category, 2008–18
Figure 7: India Make-up Market Dynamics, by Category, by Market Volume 2008–18
Figure 8: India Eye Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Figure 9: India Eye Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Figure 10: India Eye Make-up Market Value (INR m) by Segments, 2008–18
Figure 11: India Eye Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Figure 12: India Eye Make-up Market Volume (Units m) by Segments, 2008–18
Figure 13: India Eye Make-up Market Growth Dynamics by Value, 2008–18
Figure 14: India Eye Make-up Market Growth Dynamics by Volume, 2008–18
Figure 15: India Eyeliner Market by Value (INR m), 2008–18
Figure 16: India Eyeliner Market by Volume (Units m), 2008–18
Figure 17: India Eyeshadow Market by Value (INR m), 2008–18
Figure 18: India Eyeshadow Market by Volume (Units m), 2008–18
Figure 19: India Mascara Market by Value (INR m), 2008–18
Figure 20: India Mascara Market by Volume (Units m), 2008–18
Figure 21: India Other Eye Make-Up Market by Value (INR m), 2008–18
Figure 22: India Other Eye Make-Up Market by Volume (Units m), 2008–18
Figure 23: India Eye Make-up Market Value by Brands (INR m), 2010–13
Figure 24: India Eye Make-up Market Value by Distribution Channel (INR m), 2010–13
Figure 25: India Face Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Figure 26: India Face Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Figure 27: India Face Make-up Market Value (INR m) by Segments, 2008–18
Figure 28: India Face Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Figure 29: India Face Make-up Market Volume (Units m) by Segments, 2008–18
Figure 30: India Face Make-up Market Growth Dynamics by Value, 2008–18
Figure 31: India Face Make-up Market Growth Dynamics by Volume, 2008–18
Figure 32: India Blusher Market by Value (INR m), 2008–18
Figure 33: India Blusher Market by Volume (Units m), 2008–18
Figure 34: India Foundation Market by Value (INR m), 2008–18
Figure 35: India Foundation Market by Volume (Units m), 2008–18
Figure 36: India Face Powder Market by Value (INR m), 2008–18
Figure 37: India Face Powder Market by Volume (Units m), 2008–18
Figure 38: India Other Face Make-Up Market by Value (INR m), 2008–18
Figure 39: India Other Face Make-Up Market by Volume (Units m), 2008–18
Figure 40: India Face Make-up Market Value by Brands (INR m), 2010–13
Figure 41: India Face Make-up Market Value by Distribution Channel (INR m), 2010–13
Figure 42: India Lip Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Figure 43: India Lip Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Figure 44: India Lip Make-up Market Value (INR m) by Segments, 2008–18
Figure 45: India Lip Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Figure 46: India Lip Make-up Market Volume (Units m) by Segments, 2008–18
Figure 47: India Lip Make-up Market Growth Dynamics by Value, 2008–18
Figure 48: India Lip Make-up Market Growth Dynamics by Volume, 2008–18
Figure 49: India Lipliner Market by Value (INR m), 2008–18
Figure 50: India Lipliner Market by Volume (Units m), 2008–18
Figure 51: India Lipstick Market by Value (INR m), 2008–18
Figure 52: India Lipstick Market by Volume (Units m), 2008–18
Figure 53: India Lip Gloss Market by Value (INR m), 2008–18
Figure 54: India Lip Gloss Market by Volume (Units m), 2008–18
Figure 55: India Other Lip Make-Up Market by Value (INR m), 2008–18
Figure 56: India Other Lip Make-Up Market by Volume (Units m), 2008–18
Figure 57: India Lip Make-up Market Value by Brands (INR m), 2010–13
Figure 58: India Lip Make-up Market Value by Distribution Channel (INR m), 2010–13
Figure 59: India Nail Make-up Market Value (INR m) and Growth (Y-o-Y), 2008–18
Figure 60: India Nail Make-up Average Consumer Price (INR) and Growth (Y-o-Y), 2008–18
Figure 61: India Nail Make-up Market Value (INR m) by Segments, 2008–18
Figure 62: India Nail Make-up Market Volume (Units m) and Growth (Y-o-Y), 2008–18
Figure 63: India Nail Make-up Market Volume (Units m) by Segments, 2008–18
Figure 64: India Nail Make-up Market Growth Dynamics by Value, 2008–18
Figure 65: India Nail Make-up Market Growth Dynamics by Volume, 2008–18
Figure 66: India Nail Polish Market by Value (INR m), 2008–18
Figure 67: India Nail Polish Market by Volume (Units m), 2008–18
Figure 68: India Nail Make-up Market Value by Brands (INR m), 2010–13
Figure 69: India Nail Make-up Market Value by Distribution Channel (INR m), 2010–13


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