Mamaearth launches Kerala-inspired hair care line, embracing regional innovation

Mamaearth, a prominent personal care brand, is excited to announce the launch of its latest innovation: the Kerala Thaali Hair Care Range. This new product line pays homage to Kerala's rich cultural heritage and natural resources, offering a holistic hair care experience that draws on the region's traditional wisdom.

The Kerala Thaali Hair Care Range is inspired by the traditional "Kerala Thaali," which represents a balanced and nourishing assortment of ingredients, mirroring the region's ethos. This range features a curated selection of natural ingredients native to Kerala, including hibiscus, shikakai, and amla. These elements have long been celebrated for their beneficial properties in hair care. The development of this range is rooted in deep consumer insights and crowdsourced ideas, demonstrating Mamaearth's commitment to understanding and meeting consumer needs. The collection is designed to enhance hair strength and shine while honoring the cultural traditions of Kerala.

By launching this range, Mamaearth is setting a new precedent in the personal care industry with its regional approach to product innovation. While many multinational companies modify their products to suit various international markets, Mamaearth is concentrating on leveraging the unique cultural and natural resources of Indian states. This focus on regional innovation signifies the beginning of a broader strategy for Mamaearth, aiming to create products that resonate with India's diverse cultural landscape.

Ghazal Alagh, co-founder and Chief Innovation Officer of Honasa Consumer Limited, shared her enthusiasm about the launch: "We are delighted to introduce the Kerala Thaali Hair Care Range, a product that holds a special place in our hearts and is deeply rooted in the cultural heritage of Kerala. In India, each state boasts its own unique traditions and natural resources, much like different countries across the globe. We believe it is crucial to approach our states with the same respect and understanding. This launch is not just about a new product; it is about celebrating the diversity of our country and the richness it contributes to our lives."

The Kerala Thaali Hair Care Range will be launched nationwide through all online platforms. Additionally, Mamaearth has partnered exclusively with Reliance Retail for the “Mini Five Star” project to introduce this range in Kerala. This exclusive partnership ensures that the products will be available at all Hyper stores operated by Reliance Retail across the state, as well as in other nearby southern cities with high consumer demand.

To support the launch, a series of offline activations are planned at Reliance Retail stores. These include in-store demonstrations, exclusive promotions, and interactive consumer experiences. These activities aim to showcase the unique benefits of the Kerala Thaali Hair Care Range, fostering direct engagement with the product and increasing brand awareness among local consumers.