Olay to focus on consumer-led, India-specific formulations, says P&G’s Vikram Singh

Olay, the skincare brand from Procter & Gamble, is sharpening its focus on the Indian market with products that are tailored to local needs and backed by science.

Vikram Singh, Category Leader, Beauty and Hair Care at P&G India, told CNBC-TV18 that the company is committed to deep consumer understanding and India-specific innovations.

“Olay has been in India for more than two decades, and we’ve created a lot of impact with our innovations in that time,” Singh said. “Two things stand at the heart of Olay. The first is deep consumer understanding, especially in the Indian context. The second is science-backed innovation that reflects in everything we bring out for consumers.”

He pointed out that Indian skin behaves differently compared to Caucasian skin, which makes customisation crucial. “Unless you’re clear about what the consumer really needs, it’s difficult to tailor the right proposition,” Singh added. Olay is therefore developing formulations that are not only based on its global research but also adapted to Indian skin concerns using the right set of ingredients.

“Today, there is a lot of education around ingredients, but often the focus is on quantity, not bioavailability. That’s what’s critical,” he explained. “At Olay, we focus on making ingredients bioavailable for the skin so that they penetrate quickly to the epidermal layer and address the seven signs of ageing.”

Bollywood actor Yami Gautam, who has recently joined Olay as a brand ambassador, said she was drawn to the association because of its authenticity and impact. “This association is still really young, but it has to be one of the fastest in terms of impact. We just launched this campaign, and I believe the numbers are soaring high,” she said.

Gautam added that Olay resonates with her personally. “It’s not just about being in your 30s and celebrating it, but about the journey that has led to this moment—celebrating it with a new take on what it means to be in your 30s.”

Watch accompanying video for entire discussion.