Mumbai: Ramraj Cotton has announced the appointment of actress Meenakshi Chaudhary as the brand ambassador for its newly launched premium towel range, Mrithu Towels. With this move, Ramraj Cotton marks its foray into the premium home textile segment, blending luxury, comfort, and sustainability through a range of products crafted from 100% cotton and bamboo fibres.
The Mrithu Towels collection is divided into four thoughtfully curated categories, designed to cater to the evolving lifestyles of modern consumers. This strategic partnership also represents a fresh chapter for Ramraj Cotton, as Meenakshi Chaudhary becomes the first-ever female face of the legacy brand, bringing a graceful, contemporary charm to its timeless identity.
A 360-degree integrated campaign featuring Meenakshi Chaudhary will soon be launched across television, digital, print, and retail platforms, highlighting the brand’s enduring values of quality, comfort, and cultural pride.
Speaking on the launch, B.R. Arun Eashwar, Managing Director, Ramraj Cotton, said, “The launch of Mrithu Towels exemplifies Ramraj Cotton’s unwavering dedication to delivering exceptional quality, innovative designs, and sustainable options for our customers. Whether one seeks luxurious comfort, eco-conscious materials, or practical functionality, the Mrithu Towels collection has something for everyone. This introduction reinforces Ramraj Cotton’s legacy of bringing unparalleled elegance and excellence into Indian households.”
Commenting on her association with the brand, Meenakshi Chaudhary said, “I am deeply honoured to be chosen as the brand ambassador for Mrithu Towels by Ramraj Cotton, a brand that has consistently upheld India’s rich traditions and cultural heritage. This collaboration resonates with my values, as it emphasizes quality, authenticity, and a commitment to sustainable practices. I look forward to representing a brand that not only delivers exceptional products but also celebrates the essence of Indian craftsmanship and innovation.”
The Mrithu Towels range offers four distinct collections:
- Signature Collection: Inspired by Italian and German aesthetics, featuring 32 premium cotton weave patterns known for high absorbency, vibrant colour retention, and minimal shrinkage.
- Bamboo Towels: Made entirely from 100% bamboo pulp, these towels provide a silky-soft touch, superior water absorption, and quick-drying properties, ideal for eco-conscious households.
- Terry Towels: A plush blend of cotton and bamboo, available in bath, hand, lunch, face, and junior towel variants.
- Striped & Checked Towels: Everyday essentials offering durability, colourfastness, and consistent softness.
