By: Himanshi Jain
Last updated : December 08, 2025 4:05 pm
In an exclusive conversation with Retail4Growth, Yash Kundlia, Co-Founder of Oshea Herbals, shared how the brand is expanding across India, strengthening its offline presence, and shaping a focused and consumer-driven growth strategy.
The beauty and personal care market is changing fast, pushing brands to rethink how they reach customers and keep them engaged. Oshea Herbals, a herbal beauty and personal care products brand, is now moving ahead with a clear and confident plan to grow across India.
In an exclusive conversation with Retail4Growth, Yash Kundlia, Co-Founder of Oshea Herbals, shared how the brand is strengthening its retail network, choosing the right regions to expand into, and improving store experiences.
A retail-led growth story
Oshea’s retail journey began in West Bengal, where the brand built its first wave of consumer trust. Yash recalls how his father, Jeetendra Kundlia, brought over 15 years of retail experience, having led marketing for different brands and channelled it into building Oshea’s early retail muscle.
Over the years, the company expanded steadily, and today Oshea is present across 28 states, with West Bengal, Maharashtra, and Punjab driving nearly 80% of retail sales.
Expansion roadmap
Oshea’s next phase of growth is focused on regions that show strong demand and cultural alignment with its core markets. The brand is prioritising expansion in the East, beginning with the Northeast and then moving into Bihar and Jharkhand. In the West, the brand plans to build on its success in Maharashtra by entering Gujarat and later Madhya Pradesh.
In the North, the roadmap includes strengthening Uttar Pradesh, followed by Haryana and Delhi. The eastern region is a natural progression for the brand because consumer behaviour closely mirrors that of West Bengal, where Oshea has built a strong foundation. At the same time, Uttar Pradesh stands out as a major growth opportunity. As Yash explains, “After success in West Bengal, Punjab, and Maharashtra, Uttar Pradesh is our next priority because it is India’s largest state with many Tier 1 and Tier 2 cities.”
“We are focusing on expanding our exclusive brand outlets. This year we launched our few stores, and over the next three years, we plan to open around 50 to 60 more stores in malls and high streets by next financial year.”
Tech-enabled engagement
Oshea Herbals plans to integrate skin and hair analysis technology, via compact digital mirrors, across offline stores. This capability will empower customers with personalised recommendations based on skin type, hair type, and shade mapping, enhancing trial-to-purchase conversion.
Seasonal VM strategy
Visual merchandising is a crucial part of Oshea Herbals’ retail strategy. The brand refreshes its visual displays every three months to stay in sync with seasonal priorities.
“Summer is our peak season, so our VM has to work harder during that period. To keep retailer communities energised, Oshea also runs festive decoration contests during occasions like Independence Day, Republic Day, and Christmas, rewarding the best-performing stores,” Yash shares.
What’s ahead for the brand?
Currently, Oshea operates with a 90:10 offline-to-online ratio, with its growth anchored in physical retail. The coming year aims to recalibrate this to 75:25, acknowledging the rapid scale of digital commerce.
“Online traction comes quickly, but it doesn’t always translate into sustained performance. Offline may demand more effort on the ground, yet it delivers deeper and long-term stability. For us, the future is a balanced play, but our offline ecosystem will continue to be the solid backbone that anchors our growth.”