In a category where tradition often meets fleeting trends, Himalaya Wellness Company has steadily built its brand on authenticity, trust, and purpose-led storytelling. With its roots in Ayurveda and a legacy spanning decades, the company has embraced the evolving digital ecosystem without losing sight of its core values.
From launching inclusive campaigns like #TakeMySpot to tapping into AI for culturally nuanced storytelling, Himalaya continues to resonate with a generation that seeks relevance, transparency, and meaning from the brands they follow.
In conversation with Marketing Mind, Ragini Hariharan, Marketing Director – Beauty and Personal Care at Himalaya Wellness Company, shed light on the brand’s approach to purpose-driven marketing, building trust in the age of AI, and how it continues to cut through the digital clutter with authenticity. Below are the excerpts.
Himalaya has always been a storytelling-first brand, deeply rooted in Ayurveda. In a world dominated by fleeting trends and short attention spans, how do you ensure that your narratives remain immersive, consistent, and yet agile enough to cut through the digital clutter?
At Himalaya Wellness Company, storytelling has always been at the heart of who we are. Rooted in the ancient science of nature and Ayurveda, our narratives are not just brand messages—they are reflections of our purpose: to provide a natural, effective, and trustworthy solution. In a world dominated by fleeting trends and shrinking attention spans, we remain committed to crafting stories that are immersive, consistent, and drive impact.
Our future vision is rooted in a steady commitment to our customers. This focus helps us stay centered, even as the market evolves and digital environments become more dynamic. While the landscape is increasingly competitive, we try to stay relevant by building on the foundation of trust and quality that we’ve nurtured over the years. Rather than chasing trends, we aim to listen carefully, understand changing needs, and shape our storytelling around real, culturally resonant experiences that matter to our audience.
Take our #TakeMySpot campaign for example. At a time when beauty narratives often pressure young people into hiding their flaws, we turned the conversation on its head—asking people to wear their skin with pride. Instead of treating acne as a problem to conceal, we celebrated it as a part of real life. By involving RCB Women cricketers, we sparked a digital movement rooted in honesty, solidarity, and self-acceptance.
What allows our narratives to remain agile is our willingness to blend tradition with innovation. Our R&D teams are constantly working to bring together the best of nature and science—formulating products that are not only rooted in Ayurveda but clinically validated for modern efficacy. This duality—ancient wisdom backed by scientific research—creates a strong storytelling foundation that resonates across generations.
Our approach to storytelling is also intentionally layered—emotional yet rational, evergreen yet adaptive, personal yet universal. This allows us to create digital narratives that are both scroll-stopping and soul-stirring. Whether it’s a DVC, an Instagram post, or a regional language DVC, every touchpoint is an opportunity to reinforce our values while staying relevant to the times.
Ultimately, Himalaya’s storytelling continues to evolve, not by chasing what’s trending, but by remaining true to what’s enduring. Our mission remains the same: to build a healthier, more sustainable world with the customer at the center of everything we do. That mission gives our stories meaning—and that meaning ensures they stand the test of time.
Purpose-led marketing often risks becoming a checkbox. How does Himalaya ensure that purpose isn’t just a campaign message but a lived value across touchpoints, from ingredient sourcing to consumer experience?
At Himalaya Wellness Company, purpose is not a campaign line—it’s a guiding principle that shapes every aspect of how we operate, from the ingredients we source to the experiences we create for our customers. We recognise that purpose-led marketing can sometimes risk becoming performative or episodic. That’s why we embed our purpose into sustained initiatives that go beyond communication and create tangible impact.
For us, purpose means enabling people to live healthier, more confident lives—naturally. This belief comes to life this year through initiatives like the ‘India’s No. 1’ campaign with the RCB Women’s team during the WPL, where we celebrated confidence and preparation, drawing a parallel between expert skincare and peak performance. It wasn’t just about brand placement—it was about amplifying visibility for women in sport and equating self-care with self-belief.
Building on that, we launched the Himalaya 1der Woman Project, a long-term initiative designed to support young girls as they pursue excellence—whether in sports, academics, entrepreneurship, or everyday leadership. The project connects these young aspirants with real-life female role models, providing mentorship, access to resources, and community-based support to help them overcome systemic barriers and aim for their personal “#1.”
Our Muskaan initiative, in partnership with Smile Train and supported by PV Sindhu, is another expression of this commitment. By funding cleft lip and palate surgeries for children, we helped restore not just smiles, but dignity and confidence—one child at a time.
Through these efforts, we aim to ensure that purpose isn’t just a moment, but a movement. It’s reflected in how we formulate our products, the partnerships we choose, and the narratives we build. And most importantly, it’s visible in the lives we touch—not just as a brand, but as a responsible wellness partner.
As wellness and beauty become increasingly intertwined, how is Himalaya evolving its purpose for a generation that seeks brands aligned with their lifestyle, values, and beliefs?
Today’s customers are informed, expressive, and purpose-driven individuals who care deeply about what they consume and why. As wellness and beauty increasingly intersect in their lives, our purpose is evolving to meet them where they are—not only in terms of products but also in terms of values, conversations, and experiences.
While we’ve long been a trusted name rooted in natural wellness and Ayurveda, we recognise that today’s consumers seek much more than heritage. They value authenticity, transparency, and shared beliefs, especially around sustainability, ingredient integrity, and self-expression. This has led us to reimagine our offerings and communication through a more digital-native, lifestyle-aligned lens.
On the product front, we’re developing hybrid skincare innovations that combine our Ayurvedic roots with modern science—like serum has turmeric, rose with glycolic acid, niacinamide, hyaluronic acid. These formulations address multiple needs in a format that resonates with Gen Z preferences.
Our communication approach has undergone a parallel transformation. At Himalaya, we’ve embraced authentic, inclusive storytelling that goes beyond product benefits. We connect through platforms our audience frequents—Instagram, YouTube, and short-form video channels like Reels and Shorts—where we demystify ingredients, share real skincare journeys, and create interactive, value-led content. Our tone is conversational, educational, and always real—reflecting a brand that listens as much as it speaks.
We also understand that customers across age groups not only consume content, they co-create it. So, we actively involve them through community-led campaigns, interactive formats, and live sessions, enabling two-way engagement. Whether it’s conversations around mental wellness, sustainability, or self-confidence, our goal is to create space for the topics that matter the most to them.
Ultimately, our purpose at Himalaya is growing with this generation—helping them make informed choices, embrace holistic well-being, and feel proud to associate with a brand that understands them, speaks their language, and supports their lifestyle every step of the way.
How is Himalaya balancing its legacy equity with the need to be digitally native, whether that’s through performance marketing, conversational commerce, or influencer-led education?
Himalaya strikes a thoughtful balance between its rich legacy and the demands of a digitally native consumer landscape by blending traditional brand equity with modern, data-driven strategies. The brand leverages AI-powered consumer insights and real-time behavior analysis to identify emerging trends—such as the preference for natural, home-based ingredients like Turmeric, particularly in rural markets where cultural resonance is key.
This insight fuels Himalaya’s performance marketing efforts, which tailor communication strategies to suit both urban and rural sensibilities. For instance, while Turmeric is promoted in rural India through the lens of traditional remedies, the same product is positioned to Gen Z audiences as a fast-acting skincare solution, tapping into their lifestyle and beauty preferences.
Himalaya also embraces the creator economy by partnering with influencers and brand ambassadors to drive deeper engagement and educational content. Collaborations with figures like Aditya Roy Kapur (PartySmart), PV Sindhu (Muskaan), and the RCB Women’s Premier League team reflect a purpose-driven storytelling approach that enhances brand relevance across demographics.
Furthermore, the brand capitalises on India’s high mobile penetration and the rise of vernacular content platforms to deliver regionally nuanced messaging. The launch of the Himalaya Turmeric range exemplifies this, using localised content and language to build authenticity and trust.
Through this hybrid strategy—grounded in heritage yet driven by digital innovation—Himalaya continues to reinforce our commitment to personalisation, consumer trust, and market agility.
Gen Z is a sharp, skeptical, and scroll-happy generation. How are you capturing their attention beyond momentary trends, especially in a category that’s crowded with content, claims, and creator noise?
We see Gen Z as informed, expressive, and deeply values-driven. For them, surface-level marketing simply doesn’t cut through. They want brands that speak honestly, act with intention, and align with the causes they care about. At Himalaya, we’ve consciously reimagined our voice and content strategy to resonate with this mindset.
Rather than just listing product features, we’ve leaned into storytelling that mirrors Gen Z’s real lives and ambitions. Whether it’s through ingredient education, mental health conversations, or sustainability themes, our content aims to engage, not preach. It is designed with a visual-first approach, optimised for mobile, and tailored to meet Gen Z where they are—on platforms like Instagram, YouTube, Shorts, Reels, and even embedded within their favorite web series.
Engagement is never one-sided. From live Q&As and limited-edition drops to user-generated content challenges and creator-led storytelling, we invite participation. One example that resonated well is our PartySmart campaign with Aditya Roy Kapur—playful, non-preachy, and socially relevant, it positioned the product as a smart choice for responsible partying.
We’re also embedding ourselves organically in Gen Z’s entertainment universe—whether that’s through subtle product integration in digital series or featuring in creators’ daily skincare content. It ensures the brand shows up in a way that feels familiar, not forced.
Most importantly, we keep our tone approachable, inclusive, and in touch with culture. Our goal isn’t just to attract attention—it’s to earn trust, build meaningful connections, and be a brand they feel proud to interact with. In a noisy world of trends, we’re focused on creating substance that sticks.
We’ve also adapted to a digital-first mindset. Gen Z isn’t influenced by traditional advertising—they respond to authenticity, peer validation, and creators they relate to. That’s why our content strategy includes short-form educational videos, relatable creator collaborations, and culturally relevant campaigns like our AI-led Gum Health Day initiative, which uses humor and tech to simplify oral wellness.
What’s clear is that this generation expects more than products—they expect participation. Whether it’s through sustainable packaging, clean labeling, or being part of conversations around mental well-being and responsible partying, we’re building a brand that evolves with them. Ultimately, we’re not just offering skincare—we’re helping shape a wellness culture rooted in relevance, science, and trust.
What role do micro-influencers, meme culture, or short-form formats play in shaping Himalaya’s digital voice? Are you seeing success in leaning into co-creation or community-first storytelling?
Micro-influencers, meme-inspired content, and short-form formats are central to how Himalaya Wellness defines its digital voice and connects with today’s content-savvy audiences. We’ve seen significant success by leaning into co-creation and community-first storytelling, particularly among younger, digitally native consumers.
Our collaboration with regional micro-influencers across beauty, wellness, and lifestyle helps create authentic, trust-based conversations. These voices bring local credibility and allow us to engage meaningfully with niche communities—across both urban and rural markets. A great example is the launch of the Turmeric Face Care range, which activated more than 400 creators and drove over 134 million impressions, with micro-influencers playing a key role.
Short-form video content—on platforms like Instagram Reels, YouTube Shorts, and vernacular platforms—is at the heart of our content strategy. These formats allow us to deliver educational and entertaining content, such as skincare tips, ingredient explainers, and product hacks, in a visually engaging and culturally relevant way.
We also embrace meme culture and humor, using pop-culture references to make our content more relatable and shareable. But more importantly, our digital storytelling is designed to be participative. Campaigns like #TakeMySpot encouraged user-generated content and created emotional resonance, while product integrations in youth-focused web series allow for organic brand presence in everyday narratives.
By combining co-created content, platform-native storytelling, and community-led campaigns, Himalaya has shaped an inclusive, approachable, and human digital identity—one that resonates deeply with values-driven, expressive consumers.
Transparency is a buzzword in beauty, but execution is often patchy. What does “radical transparency” mean at Himalaya, and how do you turn that into measurable brand trust?
- At Himalaya, “radical transparency” is a profound commitment to openly communicating every aspect of our product lifecycle and business practices.
- It means clearly articulating deep roots in Ayurvedic principles and demonstrating how natural ingredients are scientifically validated for efficacy.
- This also includes ensuring meticulous ingredient transparency, from ethical sourcing to clear labeling.
- At Himalaya, environment, social, and governance (ESG) is more than a framework. By embedding ESG into our strategy, we aim to create lasting value for our stakeholders. Our ESG efforts reflect our responsible corporate citizenship and help us make informed decisions to run our business responsibly and seamlessly.
- Our responsible governance encapsulates our efforts around transparency, accountability, compliance, and enhancing stakeholder value. Defined governance practices coupled with our herbal solutions help us conduct responsible business, mitigating risks. Our governance system plays a significant role in our decision-making approach.
- We are committed to authenticating our herbs to provide the best quality and efficacious products to our customers. Along with a rigorous herb authentication protocol, DNA barcoding helps us give our customers the confidence that our products contain authentic herbal ingredients.
With the constant tug-of-war between traditional advertising and digital-first storytelling, how does Himalaya currently allocate its marketing spend – and what recent shifts have redefined this split?
Himalaya has undergone a significant marketing transformation, evolving from a traditional-first approach to embracing a digital-first mindset. This shift reflects the broader changes in consumer behavior—particularly among Gen Z and millennials—who are increasingly engaging with brands through digital platforms.
While traditional media still plays a role in building mass awareness, especially in rural and semi-urban markets, our marketing investments have been strategically rebalanced. A larger share is now directed towards digital platforms, influencer-led storytelling, e-commerce content, and performance marketing. Channels like Instagram, YouTube, and short-form video have become pivotal in how we connect with and inspire our audiences.
In our beauty segment, we’ve optimised TV exposure to support awareness while placing greater emphasis on digital engagement, personalisation, and innovation. Storytelling today is driven by a strong mix of micro and macro influencers, celebrity ambassadors, and vernacular content—enabling us to connect authentically across diverse geographies.
Flagship initiatives like our partnership with the Women’s Premier League (WPL) and the 1der Woman campaign highlight our commitment to purpose-led storytelling with high digital visibility. Collaborations with the RCB women’s team further elevate themes of empowerment and resilience, delivered through platforms where our core audiences naturally spend time.
Interactive experiences such as the Flipkart Glam Up Fest—where we soft-launched new products and captured real-time consumer feedback—demonstrate our focus on blending beauty, commerce, and entertainment through high-impact, experiential touchpoints.
Ultimately, while digital is now the primary engine of our strategy, we continue to adopt an omnichannel approach—ensuring Himalaya remains relevant, relatable, and resonant across every customer interaction.
AI has opened up new avenues for personalisation at scale. How is Himalaya exploring the use of AI, whether in content creation, consumer insights, or campaign automation, and what excites you most about this tech leap?
At Himalaya, we see AI not just as a tool but as a transformative enabler of meaningful, data-driven connections with our consumers. We’re leveraging AI across the marketing value chain—from deep consumer insights to hyper-personalised content and campaign automation—allowing us to scale relevance in a highly diverse and dynamic market like India.
By analysing real-time consumer conversations and digital behaviour, AI helps us uncover nuanced trends. For example, insights revealed a rising preference for natural and home-based remedies, such as Turmeric, where traditional knowledge and trust in time-tested ingredients run deep. We used this insight to shape the strategic launch of our Himalaya Turmeric range—combining mobile-first vernacular content with AI-informed messaging that resonated with regional values and preferences.
Another compelling use case was during the second edition of #ItStartsWithGums on Gum Health Day. We employed AI to contextualise oral health in everyday conversations, enabling content that was not only informative but also culturally relevant and socially shareable—bringing gum health into mainstream awareness in an engaging way.
What excites us most is how AI enables dynamic creativity grounded in real-time understanding. It empowers us to move from broad-based messaging to culturally rooted storytelling—making our brand more human, more local, and ultimately, more impactful.
With purpose-led marketing on the rise, how does Himalaya strike the right balance between brand purpose and commercial storytelling without sounding performative?
Purpose sits at the heart of everything we do at Himalaya Wellness Company. It’s not a marketing add-on, but a guiding principle that shapes both our communication and our actions. When purpose is genuine and consistent, commercial success follows as a natural outcome.
We bring this to life through campaigns that reflect real impact. What sets our approach apart is a clear focus on real causes, long-term collaborations, and ensuring that our campaigns reflect our brand’s values. This avoids sounding performative or opportunistic.
For us, purpose and business goals go hand in hand. When people see the genuine intent behind a brand, it creates trust, relevance, and deeper connections that go beyond one campaign.
In today’s creator-led economy, how do you evaluate the right influencer fit- especially in a sensitive category like wellness where credibility is paramount?
As a brand, for us, trust is non-negotiable—especially in a category as personal and sensitive as wellness. Our influencer strategy is grounded in three core principles: credibility, alignment with brand values, and authenticity.
We prioritise creators who genuinely embody a wellness-first lifestyle, demonstrate confidence, and bring a sense of realness to their content. It’s never just about follower count. Instead, we look for individuals whose personal ethos aligns with our brand purpose and who can create meaningful resonance with their audiences.
Our partnerships are highly curated and purpose-led. Celebrity influencers such as Aditya Roy Kapur brought a unique blend of relatability and cultural relevance to our PartySmart campaign, helping spark light-hearted yet responsible conversations around modern lifestyle choices. Meanwhile, our Onam campaign with Kalyani Priyadarshan beautifully bridged tradition and modernity, reflecting Himalaya’s own heritage-meets-innovation philosophy.
We believe in building long-term relationships with creators whose lifestyles and values naturally integrate with our brand story. It’s not about transactional endorsements, but rather about building trust, emotional connection, and ultimately, brand love.
In a cluttered digital landscape, thoughtful influencer partnerships help us engage meaningfully with diverse consumer segments across platforms and geographies—while staying true to the heart of wellness.
