Kerala: Wipro Consumer Care and Lighting’s iconic Ayurvedic soap brand Chandrika has announced its foray into the premium personal care space with the launch of ‘Chandrika Soundarya’, a new range of beauty soaps aimed at young consumers in Kerala.
Marking a strategic expansion beyond its traditional positioning, the launch reflects the brand’s response to evolving consumer preferences, where personal care is increasingly driven by sensorial and experience-led routines alongside functional benefits.
Rooted in the South Indian royal bath ritual of Neeraattu, the campaign introduces Soundarya as a luxurious bathing experience that blends cultural heritage with modern beauty aspirations. The accompanying ad film draws from this time-honoured practice, reinforcing the brand’s effort to connect tradition with contemporary relevance.
The new range builds on Chandrika’s legacy of natural formulations while elevating the overall product experience. Enriched with coconut milk and almonds, and infused with floral fragrances such as jasmine and pink rose, the soaps are designed to offer creamy lather and enhanced skin nourishment. The variants include Jasmine in Coconut Milk and Pink Rose in Coconut Milk.
Speaking on the launch, Prasanna Rai, Senior Vice President, Marketing, Wipro Consumer Care, said, “We are seeing consumers look for more than just functional benefits from everyday personal care. Bathing is increasingly about indulgence and the overall experience. With Chandrika Soundarya, we are responding to this shift by staying true to our natural ingredient legacy, while offering a more premium bathing experience that today’s consumers are seeking.”
