Bengaluru, Feb. 6 -- Global fragrance maker Bath & Body Works Inc. is betting on a reset to revive growth after years of heavy discounting and weak product innovation dulled its brand momentum across markets.

The Columbus, Ohio-based retailer is pivoting to a "consumer-first formula" strategy centred around upgraded formulations, more disciplined marketing and fewer promotions.

The reset matters as India is emerging as one of the company's fastest-growing and best-performing markets and is also becoming a testing ground for how the brand evolves its retail model. India now ranks among Bath & Body Works' top five international markets by growth.

"We're seeing strong engagement across stores (in India), digital marketplaces and even quic...