Geetika Mehta, Managing Director of Nivea India, has urged the Indian government to extend Production-Linked Incentive (PLI) schemes to the personal care sector, while advocating for clearer regulatory demarcations between cosmetics and pharmaceuticals. Her remarks were made during the MASSMERIZE 2025 event organized by FICCI, where industry leaders gathered to discuss the future of consumer goods in India.

 “PLI, in its current form, is centered around food and pharmaceuticals. Personal care is an area that can be looked at more closely, as it will allow greater competitiveness and export opportunities,” Mehta stated.

She emphasized that cosmetics are often grouped with drugs under regulatory frameworks, despite having distinct formulation profiles and safety requirements. Mehta called for a differentiated approach, especially for cosmeceuticals—products that combine cosmetic benefits with bioactive ingredients but do not require the same level of regulation as pharmaceuticals.

Mehta also highlighted the complexities of importing and registering new products, noting that the process can take up to nine months, discouraging innovation and market testing.

“It often gives us cold feet about whether to bring in newer products or stick with what we already have,” she said. “Experimentation is great for the Indian consumer, so why shouldn’t we allow space—within limits—to try new products?”

Nivea India operates a manufacturing facility in Sanand, Gujarat, which exports to neighboring countries. Mehta believes that inclusion of personal care in the PLI framework would help scale India’s role as a global hub for beauty and skincare manufacturing.

Her comments reflect a growing industry consensus on the need for regulatory reform, ease of doing business, and support for innovation in India’s fast-growing personal care market.