Chandrika, part of Wipro Consumer Care and Lighting, has launched ‘Chandrika Soundarya’, marking its entry into the premium beauty soaps segment. The move signals a strategic shift towards experience-led personal care, targeting younger women consumers in Kerala.
The launch is supported by a campaign that draws on cultural storytelling to position the product as more than a functional cleansing solution. Rooted in the traditional South Indian bathing ritual of Neeraattu, the ad film reinterprets heritage practices through a contemporary lens, aligning the brand with both authenticity and modern beauty aspirations. This narrative approach reflects a broader trend in personal care marketing, where brands are blending cultural context with aspirational storytelling.
The ‘Soundarya’ range has been developed to combine Chandrika’s legacy of natural formulations with a more premium, sensorial experience. The soaps are enriched with coconut milk and almonds and infused with floral fragrances such as jasmine and pink rose. Variants include Jasmine in Coconut Milk and Pink Rose in Coconut Milk, with a focus on creamy lather and skin nourishment. This formulation-led positioning is complemented by an emphasis on indulgence and self-care rituals.
The campaign reflects a shift in consumer expectations, where personal care products are increasingly evaluated on experiential attributes alongside functional benefits. The communication highlights bathing as a moment of indulgence, aligning with the growing ‘self-care’ narrative among younger audiences.
Prasanna Rai, senior vice president, marketing, Wipro Consumer Care, said, "We are seeing consumers look for more than just functional benefits from everyday personal care. Bathing is increasingly about indulgence and the overall experience. With Chandrika Soundarya, we are responding to this shift by staying true to our natural ingredient legacy, while offering a more premium bathing experience that today’s consumers are seeking.”
The pricing strategy places the product at INR 36 for 100g, positioning it within the accessible premium segment. Distribution spans retail outlets across Kerala as well as leading e-commerce platforms, ensuring availability across both traditional and digital channels.
The campaign underscores Chandrika’s attempt to evolve its brand perception while retaining its core equity as an Ayurvedic soap. By introducing a premium sub-range and supporting it with culturally rooted storytelling, the brand aims to strengthen relevance among a younger demographic without diluting its legacy positioning.
Overall, the ‘Chandrika Soundarya’ launch highlights how legacy personal care brands are adapting to changing consumer preferences by combining heritage, sensory appeal and experience-led marketing to capture emerging premium segments.
