Shiseido established a wholly owned subsidiary, Shiseido India, in Mumbai on July 4th, marking its entry into the "masstige" market, targeting India's middle-income consumers.

Shiseido India will be responsible for the introduction of Za, a skincare and makeup brand that has been marketed primarily in Asia without the Shiseido name since 1997, as well as the import and wholesale of products. Za was launched in April 2014, focusing on areas with relatively higher price points in India's rapidly expanding masstige market. The company aims to have 250 stores through institutional distribution channels in major cities such as Mumbai and Delhi by the end of 2014, 650 stores the following year, and 1,700 stores by 2018. In 2001, Shiseido began selling prestige cosmetics and the global brand "SHISEIDO" through its local distributor, Baccarose. Since then, sales have expanded to approximately 30 luxury department stores. Since 2002, Shiseido has also sold designer fragrance brands such as Issey Miyake, handled by its wholly owned French subsidiary, Beaute Prestige International, through Baccarose, with sales currently available in approximately 120 stores. Estimating the masstige market to be approximately eight times the size of the prestige market, Shiseido established a representative office in Mumbai in 2011 to conduct extensive research into local preferences and marketing. Shiseido's vision for the future is "a global player representing Asia, with origins in Japan." Overseas sales accounted for 44.9% of total sales in the fiscal year ending March 2013, bringing the company within reach of exceeding 50%. With the establishment of Shiseido India, the company has begun direct investment in all of the BRIC countries: Brazil, Russia, India and China.