AWL Agri Business Ltd. (formerly AdaniWilmar Limited) has strengthened its presence in the home and personal care segment by relaunching the bathing soap portfolio of its Alife brand with four new variants featuring upgraded formulations, skincare-inspired ingredients and contemporary packaging under the new brand promise, “KhubsuratiKuchhKhaas.”
The refreshed range was officially launched on July 15 at the company’s Mundra manufacturing facility in the presence of 50 of Alife’s leading distributors from across India, underscoring the company’s focus on expanding its consumer base and reinforcing trade partnerships.
The relaunched portfolio comprises Active Nimboo, HaldiChandan, Rozy Glow and Fresh Lily. According to the company, the new variants combine enhanced formulations, carefully selected ingredients and signature fragrances to deliver an improved everyday bathing experience. The redesigned packaging has also been developed to improve shelf visibility while highlighting the unique benefits of each product.
Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said the relaunch reflects the company’s strategy of evolving with changing consumer preferences by offering products that combine trusted personal care with skincare-inspired benefits. He added that the “KhubsuratiKuchhKhaas” proposition is aimed at making everyday beauty routines more meaningful through upgraded formulations and a contemporary brand identity.
The relaunchedAlife bathing soap range will be available across retail outlets and leading distribution channels nationwide. The move further strengthens AWL Agri Business’ diversified FMCG portfolio, which spans edible oils, food staples and an expanding home and personal care business, leveraging its extensive manufacturing footprint, nationwide distribution network and reach across more than 2.6 million retail outlets.
