Hindustan Unilever (HUL) is to launch a range of Ayurvedic personal care products in India that are said to be a challenger for the leaders in this market, such as Baba Ramdev-owned Patanjali.
HUL is set to increase its market share with the launch of the range, which will include around 20 products, from toothpaste to skin care.
The products, which will be sold under the company’s current Ayush brand, previously a premium range which failed to grab consumer attention, will be aimed at the mass market with prices ranging between Rs 30 and Rs 130.
Sandeep Kohli, Executive Director, Personal Care, told Economic Times India, “Ayurveda is a growing trend. Lever Ayush is designed to attract and retain consumers with authentic Ayurveda-based offerings.”
The range is no doubt hoped to boost HUL’s volume growth in India, which has been hit by falling interest in the rural areas.