Adani Wilmar, which is well known for its Fortune brand of edible oil, has forayed into the personal care segment and will soon launch handwash and sanitisers. In 2019, the company had entered into the personal care category with the launch of soap under the brand name Alife.
The Alife lemon hand wash will be available in 200 ml bottle and 5L jars. The handwash will give natural protection of lemon and moisturising goodness of glycerin. Alife handwash will be priced at Rs 49 per bottle.
The Alife Neem Aloe Vera sanitizer will be available in 50 ml and 200 ml bottles and 5L jars. The product will have neem and moisturising nourishment of Aloe Vera and glycerin. It will contain 70 per cent alcohol and according to the company, it will provide 99.9% germ protection.
According to Ajay Motwani, head – Marketing, Adani Wilmar, awareness regarding hand wash and sanitizers has gone up in the wake of the COVID-19 pandemic and there is a huge demand. The company feels that this is the best time for us to enter into hand wash and sanitizer segments.
Besides this, the company has signed actress Bhumi Pednekar as the brand ambassador for Alife soap. A recent ad conceptualised by Hetarsh Creative Force and directed by ad filmmaker Aman Sachdeva aims to inspire young women to break the conventions and pursue their dreams. The company has expanded its portfolio to eight products under soap by adding two new variants and one new SKU.