NEW DELHI: Colgate-Palmolive India has partnered with Bombay Shaving Company to strengthen the direct-to-consumer (D2C) and e-commerce business of its Palmolive personal-care brand. Under the new arrangement, Bombay Shaving Company will manage consumer-facing advertising and customer relationships for Palmolive across digital and e-commerce channels.

The partnership comes as Colgate-Palmolive looks to revive Palmolive's performance and build a stronger presence in India's rapidly expanding digital retail market. The company has acknowledged that Palmolive's personal-care business has not performed as strongly as expected and is seeking to use Bombay Shaving Company's digital-first expertise to improve the brand's online growth.

Colgate-Palmolive India Managing Director and CEO Prabha Narasimhan said the company had learned that the growth model for a D2C brand is different from that of traditional consumer brands. She indicated that the company was not previously operating at the same level of expertise in D2C and e-commerce as it wanted, prompting the decision to work more closely with Bombay Shaving Company.

Under the partnership, Bombay Shaving Company will take responsibility for Palmolive's consumer-facing advertising and customer relationships in D2C and e-commerce, while Colgate-Palmolive will continue to manage the brand's presence in modern trade and general trade. Product innovation, quality, manufacturing and supply-chain decisions will remain with Colgate-Palmolive.

The relationship between the two companies dates back to 2018, when Colgate-Palmolive Asia Pacific acquired a minority stake in Bombay Shaving Company. The latest arrangement expands that relationship by giving the digital-first company a larger role in Palmolive's online business.

The move comes at a time when e-commerce and quick-commerce platforms are becoming increasingly important for consumer brands in India. Consumers are increasingly discovering and purchasing personal-care products through online marketplaces and digital channels, forcing established FMCG companies to strengthen their D2C capabilities.

Colgate-Palmolive's own recent investor presentation highlighted the continuing shift toward newer retail channels, including e-commerce and quick commerce. The company is therefore seeking to combine its established brand presence and product capabilities with Bombay Shaving Company's experience in digital consumer engagement.

The partnership is also significant because Palmolive competes in a highly competitive personal-care market where brands are increasingly using digital advertising, influencer-led marketing, quick commerce and personalised online campaigns to attract younger consumers.

For Colgate-Palmolive, the arrangement represents an effort to adapt a well-established personal-care brand to changing consumer behaviour while accelerating its online presence. For Bombay Shaving Company, the partnership provides an opportunity to apply its D2C expertise to a major established consumer brand.

The success of the strategy will depend on whether the partnership can improve Palmolive's digital visibility, consumer engagement and online sales while complementing its established presence in traditional retail channels.