Nihar Shanti Amla has unveiled ‘Shanti Se Poocho’, an AI-led initiative that introduces ‘Shanti’, a digital companion built to help women navigate everyday questions and decisions. The move takes the haircare brand beyond the product shelf and into the daily conversations of its consumers.

The chatbot is powered by AI trained on consumer psychographics and behavioural insights. It holds conversations on topics ranging from education and entrepreneurship to haircare, and is designed to offer guidance, reassurance and perspective. To keep it accessible, the brand has placed Shanti on WhatsApp, a familiar interface that women already use every day, so there is no new app to download or learn.

Speaking on the launch, Vikram Karwal, chief marketing officer for India at Marico, said the brand has earned women’s trust over generations by being a dependable part of their lives. He described ‘Shanti Se Poocho’ as a natural extension of that legacy, one that reimagines Nihar Shanti Amla as a trusted companion women can turn to for guidance, reassurance and everyday support, rather than only a haircare solution.

Karwal added that combining AI with deep consumer understanding allows the brand to build a more personal and meaningful relationship with its audience. The aim, he said, is to strengthen trust, deepen affinity and bring the brand’s purpose to life. With the chatbot meant to support users through both everyday dilemmas and bigger life choices, the initiative signals a clear shift in how the brand wants to show up for women.