Adani Wilmar expands its personal care category

By

Maverick Martins

Published
Oct 1, 2020

Adani Wilmar has expanded its range of personal care products by entering into hand wash and sanitizer segments. The company had entered the category last year with the launch of soaps under the brand name Alife in 2019.
 

With the launch of its new products, Adani is looking to make deeper inroads in the personal care segment and cash-in on the growing demand for this product, amid the Covid-19 pandemic.
 
The company also plans to expand the portfolio with new variants and new SKUs in both segments in the coming months.

“Awareness regarding hand wash and sanitizers has gone up in the wake of the Covid-19 pandemic. Demand has also risen sharply. We feel that this is the best time for us to foray into handwash and sanitizer segments,” in a statement said Ajay Motwani head marketing at Adani Wilmar.
 
“The hand wash category has grown at a CAGR of 15 percent over the last three years. However, we see increased adoption of liquid handwash, and expect it to grow at a CAGR of 30-40% in the next five years,” Motwani added.
 
Adani Wilmar has also signed actress Bhumi Pednekar as the brand ambassador for Alife soap to increase visibility and widen reach across the country.