U.S. cosmetics major Mary Kay Inc is planning to invest $20 million in the Indian market over the next five years. The plan includes ramping up its direct selling force in 200 cities, engage in contract manufacturing and launch specific products for India in the coming months.

Headquartered in Dallas, TX, USA, Mary Kay currently has 4,000 independent beauty consultants who are its direct selling force in India. The number will rise dramatically.“We are planning to add about 100,000 independent beauty consultants,” says Hina Nagarajan, country manager, Mary Kay India.

The company is also planning to open regional warehouses along with local offices to facilitate ordering and payment support for thw sales force, she says. Mar Kay sells its makeup products through direct sales forces and independent beauty consultants in Argentina, Australia, Brazil, Canada and China.

“Our independent beauty consultants worldwide and in India are engaged in increasing awareness about personal grooming and make a difference to every women’s life,” adds Sheryl Adkins-Green, global vice president of brand development.

According to a market research report on the cosmetic sector in India, the skin care market alone would register a compound annual growth rate of nearly 13 percent through 2012, reaching $365 million.

Currently with an annual turnover of $3 billion, Mary Kay is engaged in contract manufacturing in India. Recently, Mary Kay India operations launched Bamboo Indulgent Bath Bar. “This bath bar was manufactured in Baddi in Himachal Pradesh,” Hina Nagarajan adds.