The transformation introduces a new identity, packaging, and formulation aimed at efficacy-driven consumers.
Emami Limited has unveiled a major rebranding of its flagship Ayurvedic haircare brand Kesh King, which will now be known as Kesh King GOLD. The move marks a strategic evolution for the brand – transitioning from a purely Ayurveda-led positioning to a hybrid “Ayurveda + Science” framework that aligns with the growing consumer demand for efficacy and evidence-backed results.
As part of the rebrand, Kesh King GOLD features new visual identity, upgraded packaging, and a reimagined formulation combining 21 Ayurvedic herbs with modern scientific ingredients such as Gro Biotin and Plant Omega 3-6-9. According to Emami, clinical user studies have shown a reduction in hair fall and visible signs of new hair growth, reinforcing the brand’s renewed focus on performance and results.
The brand is also expanding its portfolio with targeted, high-performance solutions. The newest addition – Kesh King Advanced Hair Growth Serum – combines Ayurvedic actives with advanced growth-promoting molecules including Redensyl, AnaGain, Kopexil Aqua, and Procapil, designed to support comprehensive scalp and hair health.
“This rebranding is not just cosmetic – it’s a fundamental transformation,” said Ms. Priti A. Sureka, Executive Director, Emami. “Our vision is to position Kesh King GOLD as the gold standard in holistic haircare – where the wisdom of Ayurveda meets the precision of modern science. The new identity reflects the aspirations of a generation that values trusted ingredients, visible efficacy, and progressive, premium experiences.”
Brand ambassador Shilpa Shetty will continue to represent Kesh King GOLD in its upcoming campaigns. The communication strategy will pivot toward consumer stories, efficacy-driven narratives, and holistic well-being, backed by a 360-degree rollout across television, digital, print, and retail platforms.
With this relaunch, Emami aims to premiumise the Kesh King portfolio, reinforce its leadership in Ayurvedic haircare, and appeal to a new wave of consumers seeking science-backed, performance-oriented beauty solutions.
