Strategic and Market Analysis of Lakmé: An Indian Cosmetic Brand Perspective

Abstract

The Indian cosmetic industry has experienced remarkable growth over the past decade due to increasing consumer awareness, urbanization, and evolving beauty preferences. Among the leading cosmetic brands in India, Lakmé has established a strong market presence through continuous innovation, product diversification, and customer-oriented marketing strategies. The present study evaluates the organizational growth, business strategies, marketing framework, competitive positioning, and corporate social responsibility initiatives of Lakmé. Secondary data were collected from published journals, company reports, websites, and industry-related sources, while primary data were obtained through an online consumer survey. Analytical tools such as SWOT analysis and PEST analysis were employed to assess the internal and external business environment of the company. The findings reveal that Lakmé maintains a dominant position in the Indian cosmetics market due to its strong brand image, extensive product portfolio, and widespread distribution network. The study also highlights challenges such as intense competition and changing consumer preferences. Furthermore, the company’s initiatives toward sustainability, women empowerment, and rural development positively influence its public image. The research concludes that innovation, customer engagement, and sustainable business practices remain essential for the future growth of cosmetic brands in India.