Shiseido starting to target Indian masstige market

Shiseido Co., Ltd. has established a wholly-owned subsidiary Shiseido India Private Limited in Mumbai, India, as part of its strategy to target the bourgeoning middle-class masstige market, which is forecast to grow significantly in the coming years. 

Shiseido's initial entry into the segment will target the "upper masstige" bracket with the skincare and makeup brand Za (pronounced zee-ei), which is currently offered in 12 markets in the Asia/Oceania region. The line is expected to bow in April 2014 with plans to be offered in 250 doors by the end of 2014, 650 doors in 2015, and expansion plans in place to reach over 1,700 doors by 2018.