These efforts have helped set new benchmarks for how luxury beauty is retailed in India. Beyond experience, the alliance has also played a formative role in building aspiration and category familiarity among Indian consumers. Together, Shoppers Stop and ELCA have brought global icons like MAC, Bobbi Brown, and Clinique into the mainstream conversation, while deepening affinity for brands such as Jo Malone London, Estée Lauder, and Tom Ford Beauty. This work has not only grown the category but also redefined how luxury beauty is understood, accessed, and embraced in India. Commenting on the milestone, Biju Kassim, CEO of Beauty at Shoppers Sto p, said, "Our partnership with ELCA has been instrumental in creating a world-class beauty experience for Indian consumers. Over the past two decades, our shared focus on premiumization, customer-centric innovation, and expanding access to iconic global brands has driven strong, sustained growth.