Swedish beauty and wellness brand Oriflame has launched its month-long “Whosthat360 North-East Yatra” from April 7, aimed at promoting social selling as a viable income opportunity among young consumers. The initiative spans 13 cities across the Northeast and eastern India, combining beauty experiences with entrepreneurship outreach.
The yatra commenced at Lady Keane College in Shillong and will travel through Agartala, Aizawl, Dimapur and Kohima before entering Assam. In the state, it will cover Guwahati College on April 21, followed by stops in Nagaon and Dibrugarh. The tour will further move to Itanagar, Siliguri and Durgapur, concluding in Kolkata on May 10.
Designed as an interactive platform, the campaign will feature product trials, skincare sessions and consultations across colleges, malls and public venues. According to Edyta Kurek, Senior Vice President and Head of India and Indonesia, the initiative aims to tap into the growing demand for flexible income options among youth. Abhishek Chakraborty, Head of Brand, PR & Digital, said the Northeast presents strong potential for new earning models and community-driven networks.
The company is also promoting its social selling model as a low-investment business opportunity, allowing individuals to build a second income stream at their own pace.
In Guwahati, the yatra is expected to draw strong participation from students and young professionals, reflecting the city’s growing appetite for alternative income avenues and beauty-led entrepreneurship. With rising digital adoption and consumer awareness, Guwahati is emerging as a key market for direct selling and experiential brand engagement in the Northeast.