Brand refresh and Gauravi Kumari ambassador launch
A full brand refurbishment for the 22-year-old label, unveiled at an immersive Mumbai event with gajra wristbands and Ayurvedic consultations: Gauravi Kumari of the erstwhile Jaipur royal family signed as brand ambassador, new and expanded ranges built around Kumkumadi, Amarrupa and Urjasara, sustainable packaging, and refurbished stores in a Kerala-inspired visual language by designer Marie-Anne Oudejans. CEO Vivek Sahni framed it as a move to win the next generation rather than stay a 'mummy's brand'.
