AWL Agri Business Ltd. (formerly AdaniWilmar Limited) has expanded its play in India’s fast-growing home and personal care (HPC) segment by relaunching the bathing soap portfolio of its Alife brand with four upgraded variants, signalling the company’s broader strategy to diversify beyond its core food business and capture higher-value consumer categories.
The refreshed portfolio, unveiled on July 15 at the company’s Mundra manufacturing facility in the presence of 50 leading distributors from across the country, introduces Active Nimboo, HaldiChandan, Rozy Glow and Fresh Lily. The products feature upgraded formulations, skincare-inspired ingredients, signature fragrances and contemporary packaging under Alife’s new brand proposition, “KhubsuratiKuchhKhaas.”
Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said the relaunch reflects the company’s focus on evolving with changing consumer preferences by combining trusted personal care with skincare-inspired benefits. He said the initiative aims to make everyday beauty routines more meaningful through enhanced formulations and a refreshed brand identity.
From an economic perspective, the relaunch underscores AWL Agri Business’ efforts to leverage its nationwide manufacturing and distribution infrastructure to strengthen its presence in the competitive FMCG sector. With over 80 manufacturing facilities, 98 stock points, more than 10,000 distributors and sub-distributors, and a retail reach of 2.6 million outlets, the company is well positioned to scale its home and personal care portfolio. The nationwide rollout of the revamped Alife range is expected to support revenue diversification while addressing rising consumer demand for premium, value-added personal care products in India’s evolving FMCG market.
