Philips Expands Focus on India's Discretionary Market Amid Supply Chain Challenges
Philips looks to step up play in India’s growing discretionary market
The Economic Times
Image: The Economic Times
Philips aims to strengthen its presence in India's discretionary market, which is driven by growing consumption among Gen Z. With 40% of its personal health products locally manufactured, the company is adapting to supply chain disruptions while leveraging influencer marketing to engage younger consumers more effectively.
- 01Philips sees India as a top growth market for personal health products.
- 0240% of Philips' personal health volumes in India are locally manufactured.
- 03The company is shifting to influencer-led marketing, generating 50% of its content this way.
- 0470% of Philips' personal health business in India is now online.
- 05The demographic trend shows increasing discretionary spending among Gen Z.
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Philips (Royal Philips), the Dutch multinational known for personal health products, identifies India as one of its top 10 growth markets. According to Deeptha Khanna, executive vice president and chief business leader for personal health, 40% of the company's personal health volumes in India are locally manufactured, providing a degree of control amid global supply chain disruptions. The company reported that its personal health products category generated $3.7 billion in 2025, accounting for 21% of its total revenue of $17.8 billion. To connect with younger consumers, Philips is increasingly using influencer marketing, producing 500-700 sets of content monthly, which constitutes 50% of its marketing efforts in India. Furthermore, 70% of its personal health care business in India is now conducted online, a shift accelerated by the COVID-19 pandemic and the growing preference of Gen Z for online shopping.
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Philips' focus on local manufacturing and online sales is likely to enhance job opportunities in India's manufacturing and e-commerce sectors, benefiting consumers through increased access to personal health products.
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