Plum BodyLovin’ has unveiled 16 new products across four summer collections in what its founder describes as a deliberate push to reduce the brand’s dependence on its winter-heavy revenue cycle.
“Body Loving used to be, even till last winter, very winter-purposed…that used to be around two-thirds of our business,” said Shankar Prasad, Founder & CEO of Plum in a conversation with businessline. “Now, we hope it will become more 60-40 mix between winter and summer.”
The brand’s six-year-old identity, built largely on its bestselling Vanilla Caramello body lotion, made it synonymous with the October-to-February season.
The new launch — four summer fragrance collections spanning shower gels, body lotions and body mists — is a deliberate structural move to spread revenue more evenly across the year. Pricing remains between ₹350 and ₹700 as the brand scales to 60+ SKUs.
The rebrand, called BodyLovin’ 2.0, also marks the brand stepping further out of Plum’s shadow.
“It’s more BodyLovin’ than Plum,” Prasad said, noting the brand now carries its own logo, monogram, and color identity designed to be “ownable” in a market flooded with dupes and cheap replicas.
Brand Lead Stuti Sethi framed the packaging overhaul as a deliberate move away from ingredient-first naming toward what she called “vibe-first” positioning.
“Earlier you might have had to see some campaign, some visual to understand what the brand is trying to say…now every single product does the job for us,” she said. The four collections — Petals on the Rocks, Boardroom in Bora Bora, Matcha But Disco, and Tropic of Discussion — also mark the brand entering lip care through its Glassic Lip Balms range.
The business context is competitive. Global D2C beauty brands are aggressively entering India, and the body care category is no longer a slow-moving one. Prasad acknowledged the brand is “barely 10 per cent” of its potential offline outlet coverage, calling it an “unexplored space” rather than a weakness, with no plans to rush distribution. Online continues to account for roughly two-thirds of revenue.
On the question of an IPO, Prasad was measured. “Never say never…if the business is strong, you get multiple avenues to onboard and serve investors,” he said, adding that the company currently holds private investors and any public listing would depend on whether the business “truly deserves” that level of interest.
Internationally, the brand has seen early traction in Nepal, the Middle East, and parts of Africa, though Prasad acknowledged regulatory friction — not formulation differences — as the primary barrier to faster global expansion. “The biggest constraint to expansion and growth is actually the paperwork and the setup,” he said.
The 50+ existing SKUs, including bestsellers, will transition to the new design language in the coming months.