Nivea India MD Geetika Mehta Calls for PLI and Regulatory Clarity in Personal Care Sector

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.
Subscribe to our free newsletter to read the latest news and articles before they are published.
Thanks , I’ve just been looking for information about this subject for ages and yours is the best I have discovered so far. But, what about the conclusion? Are you sure about the source?
Hello, I think your website might be having browser compatibility issues. When I look at your website in Safari, it looks fine but when opening in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up! Other then that, very good blog!
Good write-up, I?¦m regular visitor of one?¦s site, maintain up the excellent operate, and It is going to be a regular visitor for a long time.
naturally like your web site but you have to check the spelling on several of your posts. Several of them are rife with spelling problems and I to find it very troublesome to inform the reality however I?¦ll certainly come back again.
I used to be recommended this blog by my cousin. I am now not certain whether this put up is written by means of him as no one else realize such certain about my problem. You’re incredible! Thanks!
Hello there, I found your blog via Google while looking for a related topic, your website came up, it looks good. I’ve bookmarked it in my google bookmarks.