Beauty and personal care co Plum to open 50 offline stores in India by 2023

The company has a three million-strong customer base and serves 300,000 customers a month; opens its first-ever exclusive store at R-City Mall in Mumbai

Plum, the direct-to-consumer beauty and personal care brand said it aims to open more than 50 offline stores across India by 2023 as part of its strategy. The company has a three million-strong customer base and serves 300,000 customers a month.

The firm on Wednesday announced the opening of its first-ever exclusive store at R-City Mall in Mumbai, with the goal of catering to a diverse customer base through online and offline retail touchpoints. The opening of exclusive stores reflects the company's strategy to develop “phygital” channels to serve its customers and building a true omnichannel approach to deliver customer