Mumbai, will now feature category call-outs and booklets in Braille, aimed at enhancing the shopping experience for visually challenged customers
Mumbai, Maharashtra, India – Business Wire India
The Body Shop, the iconic British-born international ethical beauty brand, is commemorating its 18th anniversary in India with the introduction of Braille features at its Activist Workshop store in Palladium Mall, Mumbai. This innovative move, the first-of-its-kind by The Body Shop, will be a part of a phased approach across its stores countrywide, representing a significant milestone in 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.
Ms. 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
Founded in 1976 in Brighton, England, by Dame Anita Roddick, The Body Shop is a global beauty brand. The Body Shop seeks to make a positive difference in the world by offering high-quality, naturally-inspired skincare, body care, hair care, and make-up produced ethically and sustainably.
The Body Shop India operates in India through its partner Quest Retail, A leading Beauty Specialist Omni Channel Retailer and Brand development company in India. Quest Retail has been a pioneer in bringing Beauty Retail and Brand concepts to India since 2006.
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(L-R) Ankita Mehra - The Body Shop's Youth Collective Member and an activist for the LGBTQA+ Community & Harmeet Singh- Chief Brand Officer, The Body Shop Asia South
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