How Medimix is leading the charge in Ayurvedic personal care innovation

In the wake of increased awareness around personal hygiene, particularly following the pandemic, Chennai-based soap brand Medimix Ayurveda is ramping up its product offerings to meet evolving consumer needs. Managing Director Pradeep Cholayil, in conversation with The Federal on the sidelines of South India Media Summit in Kochi, discussed the brand’s strategy.

“Personal hygiene has become paramount in India, with more people now prioritising their health and wellness routines,” Pradeep said, highlighting how handwashing has become a staple practice, and the demand for quality handwash products has surged as a result.

Strategy around authenticity

Medimix, known for its signature soap containing 18 herbs, is committed to sticking to its core of being an Ayurvedic brand but is also looking to tap into the premiumisation wave in the market.

Pradeep emphasised, “We have always been an Ayurvedic brand, and our strategy revolves around authenticity as we introduce new products.”

“In line with this strategy, we’re expanding our premium offerings, with new variants showcasing a diverse range of herbal ingredients such as kumkumadi, vetiver, lakshadi, and eladi. Additionally, the brand has ventured into bodywashes, handwashes, and facewashes, catering to the rising demand for effective personal care products,” he added.

Ayurvedic centre in Chennai

When asked about the backlash surrounding talc in the western world and the company’s talcum-based powder offering, Kutikura, Pradeep stated, “The brand is looking into it and taking care of it appropriately,” without providing further details.

Beyond product expansion, Medimix has established an Ayurvedic centre in Nungambakkam, Chennai, which has seen a solid footfall since its inception, according to Pradeep. He also mentioned plans for further expansion, stating, “We aim to grow this centre within Chennai and eventually extend our reach to other regions in Tamil Nadu.”