Partnership to bolster ‘SkinFit’ campaign promoting Ayurvedic skincare
Medimix, the renowned Ayurvedic personal care brand, has announced actor Amruta Khanvilkar as its new brand ambassador. The move marks a strategic step toward enhancing the brand’s regional connection in its core markets.
Through this collaboration with a prominent regional figure, Medimix aims to deepen its footprint in key territories, delivering its message of natural skincare and holistic wellness to a wider audience.
Rooted in Ayurveda, Medimix has been long associated with herbal-based skincare solutions. The brand has recently diversified its product offerings to include body wash, hand wash, and face wash-broadening its reach and relevance in the daily personal care space.
Sharing her thoughts on the association, Amruta Khanvilkar said:
“Medimix has always felt like home-a brand I’ve grown up with and trusted for years. Becoming a part of the Medimix family is more than just an endorsement; it’s a personal connection. Their focus on natural ingredients and Ayurvedic care aligns with my belief in nurturing one’s natural self and embracing gentle, effective skincare.”
Anupam Katheriya, CEO at Cholayil, emphasized the brand’s renewed focus on product innovation and regional penetration:
“At Cholayil, our growth has been driven by consistent household penetration and increased volume consumption, supported by household panel data. As we refine our Product, Place, and Promotion strategies, we are intensifying our focus on the liquid category-hand wash, body wash, and face wash-under our SkinFit platform. These efforts reflect our commitment to helping consumers become ‘SkinFit’ through the goodness of Ayurveda.”
Katheriya further added:
“We are thrilled to welcome Amruta Khanvilkar to the Medimix family. Her authenticity, elegance, and strong connection with audiences make her an ideal representative of what our brand stands for. With her on board, we aim to spread the message of Ayurvedic skincare to a broader audience, encouraging everyone to embrace ‘Ayurved ki Achchai, Achi Twacha ke Liye’-with Medimix.”
With Amruta as the new face of Medimix, the brand is poised to strengthen its engagement with consumers who seek authentic and holistic wellness-seamlessly blending Ayurvedic tradition with the demands of modern living.
