Mumbai: Medimix has announced the onboarding of acclaimed Marathi and Hindi film actress Amruta Khanvilkar as its new brand ambassador. The association comes as part of Medimix’s renewed focus on hyperlocal expansion and cultural relevance across key geographies.
A celebrated name in Indian cinema, Amruta Khanvilkar is known for her elegance, authenticity, and deep cultural roots—qualities that mirror the brand’s ethos. Her journey from a reality show contestant to a regional superstar echoes Medimix’s philosophy of nurturing potential with purpose, drawing from tradition while evolving for modern needs.
Speaking on the collaboration, Amruta Khanvilkar said, “Medimix has always felt like home—a name that’s been part of my growing-up years and one I’ve always trusted. To now officially be a part of the Medimix family feels incredibly special. It’s not just about endorsing a brand; it’s about sharing something I genuinely believe in with the people who’ve supported me throughout my journey. Their commitment to natural ingredients and Ayurveda reflects my own belief in embracing one’s natural self and caring for skin in the most gentle, effective way.”
With a heritage spanning over five decades, Medimix has remained synonymous with authentic Ayurvedic skincare—best known for its 18-herb formula that powers every product. Today, the brand is doubling down on its liquid segment with an expanded portfolio across bodywash, handwash, and facewash, aiming to increase penetration in priority markets. Amruta’s appointment is a strategic step to strengthen regional affinity and drive deeper brand resonance.
Commenting on the brand’s renewed focus, Anupam Katheriya, Chief Executive Officer, Cholayil Private Limited, said: “We are delighted to welcome Amruta Khanvilkar to the Medimix family as our brand ambassador. Her grace, authenticity, and strong connect with audiences make her a perfect reflection of what Medimix stands for. At Medimix, we believe in skincare that’s deeply rooted in Ayurvedic tradition while being relevant to today’s lifestyle. With Amruta on board, we look forward to spreading our message of natural, Ayurvedic care to an even wider audience across the country. It’s time to embrace Ayurved ki Achchai, Achi Twacha ke Liye – with Medimix!”
He further added, “At Cholayil, our commitment to delivering quality products that exceed consumer expectations is reflected in our consistent growth, driven by increased household penetration and rising volume consumption, as evidenced by household panel data. In line with our strategy to strengthen core markets and brands, we are launching a hyperlocal drive to deepen our focus on the liquids category. These initiatives reinforce our commitment to making you ‘SkinFit’ through the power of Ayurveda.”
