As part of its wider global innovation initiative, Symrise has built a creative and development centre in India’s largest city.
The Mumbai branch, which will act as the national hub for cosmetics ingredient development and oral care, will contain a development laboratory to explore and advance fragrances and cosmetics ingredients.
The new build accompanies its existing creative centre in Chennai, eastern India, that focuses on the scent and care segment.
Profile raising
Along with consumer interaction centres to raise brand awareness and engagement levels, the creative centre has adopted mapping technology that provides consumer insights and preferences to help it strategise and formulate new product launches.
On making the centre announcement on 1st June 2017, Dr Heinz-Jürgen Bertram, CEO, Symrise, announced how the company achieved growth of 15% in developing markets in 2016.
Going forward, "over the medium term, we want to secure a share of sales of over 50%. We’re working at full speed on innovation in these markets and on further developing our infrastructure on a continuous basis”, emphasised Heinz-Jürgen Bertram.
The move represents Symrise ongoing plans to expand within the Indian and wider Asia-Pacific marketplace, by focusing on growth markets and boosting operations, particularly in the scents and care arena.
“We have been a part of India's growth story for more than two decades now and we are delighted to further strengthen this relationship with the inauguration of the creative centre,” added Heinz-Jürgen Bertram.
Setting its sights
Alongside its Chennai R&D testing and production facility, Achim Daub, President of Symrise Scent and Care segment and member of the Symrise Board emphasised how its centre in Mumbai will support the company with its plans to deepen its market share in India.
As the Indian economy enters a “productive growth phase”, Ramesh Rajagopalan, Vice President, Scent and Care, Symrise India, Sri Lanka & Nepal stated that the company is focusing on the “consumer story [that] is shaped by ever evolving needs and experience touch points”.