CMO Unplugged: Ragini Hariharan on building an ecosystem of trust and wellness

In today’s fast-evolving world of marketing, the role of the Chief Marketing Officer (CMO) is more crucial than ever. In Adgully’s new column – CMO Unplugged – we bring you candid insights, expert advice, and thought-provoking discussions directly from the heart of the industry. CMO Unplugged goes beyond the surface to uncover the real strategies, innovations and challenges that define successful marketing leadership today.

In a dynamic and ever-evolving beauty and personal care landscape, Himalaya Wellness Company has carved a unique niche by blending age-old Ayurvedic wisdom with modern science. Leading this charge is Ragini Hariharan, a seasoned marketer with over 13 years of experience at Procter & Gamble across 12 countries and multiple categories, including beauty, grooming, hair care, and skin care.

In this exclusive conversation with Adgully, Ragini Hariharan, Marketing Director - Beauty and Personal Care, Himalaya Wellness, shares insights into emerging trends shaping the wellness and personal care industry, how Himalaya is adapting to shifting consumer preferences, and the brand’s approach to innovation, sustainability, and digital transformation. With extensive global experience and a keen eye for consumer behavior, she unpacks the strategies driving Himalaya’s growth, from expanding product categories to leveraging digital-first marketing approaches.

With over 14 years at Procter & Gamble, working across 12 countries and diverse categories, how has your global experience influenced your approach to marketing for a brand like Himalaya Wellness Company, which has strong local roots?

My journey into the marketing landscape was driven by a deep fascination with the power of brands to influence and shape consumer behavior. During my 14 years at Procter & Gamble, I had the privilege of working across diverse product categories and markets, gaining firsthand experience of how strategic marketing can drive growth and build lasting brand equity.

Working across 12 countries and diverse categories taught me the importance of balancing global best practices with local nuances. Every market is unique, and its success lies in understanding cultural sensitivities, consumer behavior, and the role a brand plays not just in a category, but in people’s lives as individuals and families. It became clear that the role of a brand extends far beyond just the functional benefits it offers; it becomes intertwined with the everyday lives, values, and aspirations of its consumers. This perspective has been pivotal in shaping my approach to marketing at Himalaya Wellness Company.

At Himalaya, this global-local synergy influences how we create strategies that honor our Indian heritage—like our focus on natural ingredients and Ayurvedic traditions—while ensuring they resonate with modern consumers who seek efficacy, transparency, and sustainability. For example, our campaigns blend authenticity with innovation, making ancient wisdom relevant in today’s context. This dual approach ensures that we create products and messages that feel familiar, relatable, and aspirational to consumers in diverse demographics.

Furthermore, my global experience taught me the importance of setting aside personal biases and self-experiences when understanding consumers. It has helped me approach marketing with a broader lens, considering the psychographics and demographics of our audience, not just the cultural or geographic context. By deeply understanding the role that a brand plays in different facets of a consumer’s life—whether it's about health, family well-being, or personal confidence—we can build connections that transcend borders and resonate on a more meaningful level.

At Himalaya, this global outlook enables us to build not just a product portfolio, but an ecosystem of trust, care, and wellness that addresses both local needs and international aspirations. By leveraging insights from global markets, we have positioned Ayurveda as a science-backed, universally appealing philosophy of wellness. Ultimately, marketing is about understanding the unique aspirations and challenges of each consumer, and my journey has honed my ability to craft narratives that resonate deeply—whether in India or beyond.

You have led brands with P&L responsibilities ranging from $300-500 million. How does this experience shape your vision for driving business growth and category leadership at Himalaya Wellness Company in 2025?

Having led brands with P&L responsibilities ranging from $300-500 million, I bring with me a deep understanding of how to drive growth and scale in large categories. Himalaya, with its legacy of over 90 years, is already a strong brand with established leadership in categories like face wash, baby care, and lip care. These are significant categories for us as a brand, and the experience of building and leading P&L for large categories has given me the confidence that there is still tremendous potential for growth within them.

Once we achieve scale, multiple levers open up for the brand—innovation, brand equity, and the ability to guide category growth in collaboration with our partners and agencies. Himalaya’s strong position has been built on pioneering many of these categories, and that pioneering spirit continues to drive us. This gives us the confidence that we can not only continue to grow our established categories but also venture into new ones, like serums, with unique propositions that consumers are actively seeking.

A brand truly becomes a brand when it has a story to tell. Himalaya is a brand built with heart—one that resonates deeply with consumers because it stands for more than just function. The brands that endure are those rooted in purpose and authenticity, creating lasting connections that go beyond products.

In 2025, my vision for Himalaya is to continue expanding in our core categories while scaling new ones. The combination of our rich legacy, innovative approach, and strong brand equity will allow us to lead in both existing and emerging categories, ensuring that we continue to meet evolving consumer needs and capture new growth opportunities.

How are you leveraging digital expertise to scale Himalaya Wellness Company’s digital footprint and consumer engagement?

The foundation of our digital strategy is rooted in understanding the evolving preferences and behaviors of our audience. By leveraging advanced analytics and data insights, we create relevant, timely content that resonates with diverse consumer segments.

We are also investing heavily in digital marketing to reach a wider audience and engage with consumers on a personalized level. This includes leveraging social media to build communities, collaborating with influencers to amplify our message, and optimizing e-commerce platforms to make our products more accessible. By integrating content-driven commerce, we ensure a seamless journey from engagement to purchase.

Influencer marketing remains an integral part of our strategy, recognizing that word-of-mouth and social proof play a crucial role in today’s beauty and personal care landscape. This year, we plan to further expand our influencer network, going beyond top-tier celebrities to focus on micro and niche influencers who foster more authentic connections with their audiences. By collaborating with creators from diverse backgrounds, we aim to amplify our reach in a culturally resonant way, ensuring our messaging is inclusive and reflective of the varied lifestyles and preferences of our consumers

Sustainability and transparency—core to Himalaya’s philosophy—are fundamental to our digital storytelling. Highlighting our eco-friendly practices and the use of natural, authentic ingredients strengthens trust and loyalty among our consumers.

We’re excited to collaborate with influencers who share our commitment to wellness, sustainability, and authenticity, thereby helping strengthen our brand’s position as a trusted ally in consumers’ self-care journeys. These influencers will not only showcase our products but also highlight how they fit seamlessly into a holistic, long-term wellness routine, which is becoming a key priority for today’s conscious shoppers.

The digital landscape offers endless possibilities. By staying agile, innovative, and consumer-first, we are not only scaling Himalaya’s digital presence but also forging meaningful connections that inspire trust and loyalty.

Wellness is becoming a key consumer priority. How is Himalaya Wellness Company addressing this trend through product innovation, brand storytelling, and consumer-centric campaigns?

Wellness has always been at the heart of Himalaya Wellness Company, and as it has become a key consumer priority. We are innovating across products, storytelling, and campaigns to meet this demand holistically.

We continually strive to create products that align with evolving consumer needs while staying rooted in our core philosophy of wellness through nature. Recent launches, like serums for targeted skincare and PartySmart Gummies for convenient social wellness, combine the wisdom of Ayurveda with modern science. These innovations ensure our products remain relevant, effective, and aligned with today’s lifestyles.

Himalaya believes in connecting with consumers on a deeper, emotional level by highlighting the authenticity and transparency of our practices. In the lip care category, campaigns like Zara Muskurade, encourage acts of kindness and celebrate positivity, creating meaningful connections while resonating with the modern consumer’s lifestyle and aspirations.

We are leveraging consumer insights to craft campaigns that inspire and engage. For example, for our Turmeric face care range launch, the #TakeMySpot initiative was designed to promote inclusivity and well-being, sparking meaningful conversations. Similarly, partnerships with influencers and community platforms allow us to amplify these messages, reaching diverse audiences in a relatable manner.

Our focus on wellness extends beyond products to how we engage with consumers—through education, digital innovations, and experiences that help them make informed choices. By addressing wellness holistically, we aim to build trust, inspire confidence, and empower our consumers to lead healthier, happier lives.

Given your success in influencer-led consumer acquisitions, how do you see the role of influencer marketing evolving in Himalaya Wellness Company’s strategy for 2025? Are you exploring AI for personalized marketing experiences?

Influencer marketing has been an important part of Himalaya’s strategy, helping us build deeper connections with our consumers. Over the years, we’ve seen how effective influencer-led campaigns can be—not just in driving awareness but also in establishing genuine, long-lasting relationships. Today, influencers are no longer just seen as extensions of the brand in a traditional ambassador role; they are the voice of the consumers, making them a vital bridge between the brand and its audience. At Himalaya, we see influencers as a way to connect authentically with consumers, and each year, the number of influencers we collaborate with has grown almost tenfold.

For 2025, I see influencer marketing evolving in several exciting ways. First, the role of influencers will continue to grow, but the focus will shift even more towards authenticity and relevance. It’s no longer just about the number of followers but about the quality of engagement and alignment with the brand’s values. In the context of Himalaya, influencers will continue to play a crucial role in amplifying our wellness narrative, and we will deepen our partnerships with those who share our commitment to sustainability, natural ingredients, and holistic health. We also encourage content to be highly customized, ensuring it resonates with diverse audiences across regions through localized influencer collaborations.

Looking ahead, we are actively exploring AI to create more personalized marketing experiences. As consumer behavior becomes increasingly data-driven, AI can help us deliver tailored content, offers, and product recommendations that speak to individuals on a personal level. This will enhance our influencer-led strategies by ensuring the right influencer connects with the right consumer at the right time, creating more meaningful and effective touchpoints.

Ultimately, the combination of influencer marketing and AI-powered personalization will enable Himalaya to build stronger, more individualized connections with consumers in 2025 and beyond. It’s about creating deeper, more authentic engagements while ensuring our approach remains innovative and relevant in a rapidly changing landscape.

Himalaya Wellness Company has a legacy in Ayurveda and natural products. How do you balance the brand’s traditional roots with modern marketing approaches to appeal to a digitally savvy audience?

At Himalaya, we deeply honor our natural product legacy, and we’ve found a way to blend these roots with modern marketing strategies to connect with a digitally savvy audience.

While natural ingredients remain at the heart of our products, we’ve embraced digital platforms to amplify their relevance. By leveraging advanced data analytics, we gain insights into evolving consumer preferences, enabling us to create engaging campaigns that resonate with the needs of a modern audience.

Through creative storytelling, we highlight how our natural ingredients address contemporary concerns—whether in skincare, wellness, or sustainability—while staying true to our authenticity.

We are present where our audience is, and given that our consumers spend more time on digital mediums, we have engaged our consumers digitally with a very innovative marketing mix. This has helped to make our products more accessible and relatable. This allows us to bridge the gap between our rich heritage and the expectations of today’s tech-savvy, value-driven consumers while continuing to create products and experiences that resonate across generations and cultures. In doing so, we ensure Himalaya remains a trusted, forward-thinking wellness brand.

From your perspective, what are the key trends that will dominate the FMCG marketing landscape in 2025? How is Himalaya Wellness Company preparing to lead or adapt to these trends?

In 2025, I believe the FMCG marketing landscape will be heavily shaped by consumer demand for efficacy, safety, and sustainability. In the beauty and personal care sector, consumers are more educated than ever—they don’t just take claims at face value but seek proof of performance. Today’s consumers no longer need to be spoken down to; instead, they expect brands to provide solutions that are beneficial, transparent, and trustworthy. Safety, naturality, and delivering on promises are at the core of these expectations.

At Himalaya, we are already witnessing this shift, especially with the rising demand for serums—one of the newest necessities in skincare routines. Consumers are looking for products that not only deliver visible results but also maintain the integrity of natural ingredients. This trend is expanding beyond traditional skincare categories into more, so far, chemical-heavy segments like sunscreens, where consumers are actively seeking natural yet effective alternatives from trusted brands like Himalaya. There is a strong inclination to move away from chemical-based formulations to safer, nature-backed solutions that don’t compromise on performance.

Additionally, the rise of dermatological solutions rooted in natural science will be a defining trend. Consumers want skincare that is both effective and aligned with nature’s wisdom, seamlessly blending modern innovation with time-tested ingredients. The demand for Ayurveda-inspired products that address specific skin concerns while upholding high efficacy standards will continue to grow, reinforcing the need for a holistic approach to skincare.

As a brand, Himalaya is poised to lead and adapt to these shifts by continuously innovating within the natural space while staying true to our Ayurvedic roots. Trends such as premium beauty, Ayurveda, and the fusion of natural ingredients with proven efficacy are driving the future of skincare. With a strong in-house R&D and our ethos of transparency, sustainability, and delivering on our promises, Himalaya is well-positioned to meet the evolving needs of consumers and shape the beauty landscape in 2025 and beyond.

Are there any upcoming campaigns or product launches that you are particularly excited about for 2025? What inspired these initiatives?

Yes, I am extremely excited about two key initiatives that we have planned for the first quarter of 2025.

First, the “Ek Nayi Muskaan” campaign, in collaboration with Smile Train, is very close to my heart. The initiative is not just about promoting a product, but about creating a positive, transformative impact. Every purchase of Himalaya’s Strawberry Lip Shine Lip Balm will contribute to funding cleft surgeries, giving children the opportunity to regain their smiles and confidence. It’s a campaign rooted in both empathy and purpose, and I’m excited to see how it will inspire people to make a difference while embracing the power of a smile.

Secondly, we’re gearing up for the third edition of the Women’s Premier League (WPL), where Himalaya Face Care will continue our collaboration with the RCB Women’s Cricket Team. This partnership has been an incredible journey for us, and this year, we’re taking it to new heights. As the makers of India’s #1 face wash, we’re thrilled to extend our partnership with the Royal Challengers Bangalore women’s cricket team for the 2025 season of the Championship, reinforcing our commitment to empowering women in sports and breaking stereotypes. The campaign will combine elements of fun, creativity, and purpose, making it a perfect fit for the values Himalaya stands for.

Both of these initiatives reflect our focus on creating meaningful connections with consumers—whether it’s through social good or celebrating women’s empowerment. We’re excited to launch these campaigns, which will not only elevate our brand but also contribute to the broader community and culture.

What is your overarching vision for Himalaya Wellness Company in 2025, and how do you see your role as a marketing leader contributing to this journey?

In 2025, our vision for Himalaya is to solidify our position as a leader in wellness solutions by seamlessly integrating ancient herbal wisdom with cutting-edge scientific innovation. We aim to make wellness accessible to every individual, across every stage of life. Our focus is on creating products and experiences that enhance physical, emotional, and mental well-being while nurturing our planet and communities.

This year, our focus remains on elevating our portfolio with clinically validated, high-efficacy herbal solutions that cater to evolving consumer needs. By closely analyzing market trends and consumer insights, we will work to ensure our product offerings remain relevant, desirable, and differentiated. This includes introducing new formats like we did last year with the PartySmart Gummies or skincare solutions like our serum launch, that resonate with modern lifestyles.

As a marketing leader, my role in this journey is to guide and drive the strategic direction of our campaigns, ensuring we stay connected with our consumers while leveraging innovation to enhance brand equity and deliver meaningful value. Whether it’s through deepening our digital presence, strengthening consumer relationships, or aligning our brand with their wellness journey, I am committed to contributing to Himalaya’s continued success and leadership in the wellness space.