The Body Shop commemorates 18th anniversary in India with introduction of Braille features

This will be a part of a phased approach across its stores countrywide, representing the brand’s ongoing efforts toward inclusivity and accessibility in India.

By  Storyboard18Jun 12, 2024 12:05 PM
The Body Shop commemorates 18th anniversary in India with introduction of Braille features
Harmeet Singh, Chief Brand Officer, The Body Shop - Asia South

The Body Shop is commemorating its 18th anniversary in India with the introduction of Braille features at its Activist Workshop store in Palladium Mall, Mumbai. This will be a part of a phased approach across its stores countrywide, representing the brand’s ongoing efforts toward inclusivity and accessibility in India.

Inspired by suggestions from Disability Rights Activist and Youth Collective Council (YCC) member Virali Modi, the Braille features include category call-outs across the store, unlocking a holistically inclusive shopping experience. The YCC was launched in August 2023 to incorporate the voices of India’s emerging changemakers into The Body Shop’s business strategy, fostering a more youth-centric, sustainable, and inclusive approach. This new initiative expands the ambit of The Body Shop’s inclusivity beyond its gender-neutral product range and diverse staff.

Given The Body Shop’s value system and the YCC’s directive strategy discussed early this year at the organisation, the brand is also prioritising gender inclusivity based on suggestions by Ankita Mehra, an activist for the LGBTQA+ community. This is reflected in the brand’s gender-sensitive approach to hiring, training, and management, ensuring the head office and store staff embody this ethos as well.

The brand, which is a changemaker and a pioneer in the beauty industry, has 10 staff members who are a part of the LGBTQA+ spectrum and embrace gender sensitivity at all levels. Additionally, The Body Shop recently hosted an immersive Diversity and Inclusion workshop for all its employees. Through this, the brand enabled its staff to explore and understand what it means to be inclusive, encouraging them to create a space that is safe, welcoming, and inclusive for all, creating an equitable workplace.

Harmeet Singh, Chief Brand Officer, The Body Shop - Asia South, shared her thoughts. “We’re very excited to announce Braille integration at our Mumbai Activist Workshop store, and this coincides with our 18 years’ celebration in India. From inclusive hiring to Braille incorporation, we're making ethical beauty accessible. Our goal is to gradually ensure inclusive in-store experiences for all, aligning with The Body Shop's vision.”

About The Body Shop

First Published on Jun 11, 2024 1:59 PM

More from Storyboard18

Brand Marketing

Burger Singh gets interim relief in trademark dispute against ex-franchisee

Burger Singh gets interim relief in trademark dispute against ex-franchisee

Brand Marketing

Mast or Meh: Father’s Day feels - Who nailed it - Instamart, VIDA, or Atlys?

Mast or Meh: Father’s Day feels - Who nailed it - Instamart, VIDA, or Atlys?

How it Works

Bombay HC denies TikTok's plea for 'well-known' trademark status 

Bombay HC denies TikTok's plea for 'well-known' trademark status 

Brand Marketing

Pocket FM brings global influencers to get their ears cleaned on the streets of India

Pocket FM brings global influencers to get their ears cleaned on the streets of India

Brand Marketing

Trademark wars heat up: Gopal Snacks cracks down on imitators in multi-city raids

Trademark wars heat up: Gopal Snacks cracks down on imitators in multi-city raids

Brand Marketing

Disney and Universal sue AI image company Midjourney over copyright infringement

Disney and Universal sue AI image company Midjourney over copyright infringement

Brand Marketing

NCLAT refuses to stay CCI penalty against UFO Moviez and Qube Cinema

NCLAT refuses to stay CCI penalty against UFO Moviez and Qube Cinema

Brand Marketing

Global Ads Spotlight: How iFood served up football - and a 23% sales boost

Global Ads Spotlight: How iFood served up football - and a 23% sales boost