Benefit launches its first SIS in Mumbai airport, plans to strengthen travel retail network

American colour cosmetics brand Benefit has recently launched its company-owned store in a shop-in-shop format at Mumbai International Airport. The SIS is nestled in perfume and cosmetics section of the duty-free retail area. Benefit will soon launch a store at Terminal 3 of Delhi Airport, whish is currently under renovation and slated to give the retail area a complete makeover.

Talking to Retail4growth, Shriya Suri, General Manager – India, Benefit, told, “After entering in Indian market just a couple of years back, we have been able to hold on to a foothold in the cosmetics business in the country through our exclusive channel partner Sephora. We are not keen on opening any standalone store as of now. However, we plan to grow our SIS format and travel retail is an area we would like to explore at the fullest. We will soon be present at Delhi airport and we are hoping that the facelift of T3 will offer a premium retail environment and equally premium clientele for our brand.”

Benefit SIS at Mumbai Airport uses MS fixtures that have powder coating on the MDF part which are then cladded to the MS part. Acrylic sheets in overwhelming colours represent the young and colourful brand story.