Mamaearth Launches Kerala Thaali Range, Inspired by Regional Insights

Mamaearth, India’s leading purpose-driven personal care brand, proudly announces the launch of its latest innovation – the Kerala Thaali Hair Care Range. This one-of-a-kind regional range is a tribute to the rich cultural heritage and natural bounty of Kerala, bringing together the best of nature’s goodness in a holistic hair care experience.

The newly launched Hair Care Range is inspired by the traditional “Kerala Thaali”, a harmonious blend of diverse and nourishing ingredients that are emblematic of the region’s ethos. The range is crafted with a thoughtful selection of natural ingredients native to Kerala, such as hibiscus, shikakai, and amla, known for their time-tested benefits in hair care. This innovation stems from deep consumer insights and crowdsourcing ideas, reflecting our understanding of consumer needs and our commitment to fulfilling them. This collection is crafted to enhance hair with exceptional strength and shine, while also honoring the rich cultural traditions of Kerala.

Driving a Regional Narrative

With this launch, Mamaearth is setting a new benchmark in the personal care industry by introducing a regional approach to product innovation. In a market where multinational companies often tailor their products to different countries, Mamaearth is taking a pioneering step by focusing on the unique cultural and natural wealth of Indian states. This regional focus is the beginning of a deeper innovation funnel for Mamaearth, as the brand seeks to create products that resonate with the diverse cultural fabric of India.

Talking about the launch, Ghazal Alagh, Co-founder and Chief Innovation Officer, Honasa Consumer Limited comments, "We are thrilled to introduce the Kerala Thali Hair Care Range, a product that is close to our hearts and deeply rooted in the cultural heritage of Kerala. In India, each state has its own unique traditions and natural resources, much like the countries across the world. We felt it was essential to approach our states with the same respect and understanding. This launch is not just about a product; it’s about celebrating the diversity of our country and the richness it brings to our lives. We are committed to continuing this journey of regional innovation and bringing the best of nature and culture to our consumers,"

The range will be launched nationwide across all online platforms, and Mamaearth has partnered exclusively with Reliance Retail for the “Mini Five Star” project to introduce the range in Kerala. This collaboration ensures the range will be available in all Hyper stores of Reliance Retail across the state, as well as in other nearby southern cities where consumer demand is strong. A series of offline activations are planned in Reliance Retail stores, including in-store demonstrations, exclusive promotions, and engaging consumer experiences. These activities are designed to highlight the unique benefits of the Kerala Thali Hair Care Range, encouraging direct interaction with the product and enhancing brand awareness among local consumers.