Mamaearth’s Kerala Thaali: Hair Care with Heritage

Mamaearth, India’s leading purpose-driven personal care brand, has announced the launch of its latest innovation: the Kerala Thaali Hair Care Range. This new range pays homage to Kerala’s rich cultural heritage and natural resources, offering a comprehensive hair care experience inspired by the traditional "Kerala Thaali."

The Kerala Thaali Hair Care Range combines a selection of natural ingredients native to Kerala, including hibiscus, shikakai, and amla, known for their proven benefits in hair care. This launch reflects Mamaearth’s commitment to incorporating deep consumer insights and regional cultural elements into its product development.

Regional Innovation

With this launch, Mamaearth aims to set a new standard in the personal care industry by focusing on regional innovation. While many multinational companies tailor their products for different markets, Mamaearth is pioneering a regional approach by emphasising the unique cultural and natural wealth of various Indian states. This initiative marks the beginning of a broader innovation strategy aimed at resonating with India’s diverse cultural landscape.

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 Kerala Thaali Hair Care Range will be available nationwide through online platforms and will be introduced in Kerala through a partnership with Reliance Retail. The collaboration will feature the range in Reliance Hyper stores across the state, as well as in other southern cities with strong consumer demand. Planned offline activations include in-store demonstrations, exclusive promotions, and interactive consumer experiences designed to highlight the unique benefits of the Kerala Thaali Hair Care Range and boost local brand awareness.