South Korean brands surge into India via JVs, investments in soju, beauty, foods amid K-wave boom

South Korea's biggest soju (low-alcohol vodka) brand Jinro on Monday signed a distribution partnership in India with listed spirits importer "We have partnered with Cosmax to develop colour cosmetics targeting local Gen Z consumers," said Radhika Ghai, founder of beauty platform Kindlife, which sells Korean and Japanese beauty brands. "While the first wave of products will be manufactured in international facilities with Korean ingredients, production will gradually transition to India as the portfolio sc ...