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Medimix, the legacy Ayurvedic skincare brand strengthens its regional and cultural connect with the celebrated Marathi and Hindi film actress Amruta Khanvilkar
Mumbai, India | 15.07.2025- Medimix, India’s leading Ayurvedic personal care brand, proudly announces Amruta Khanvilkar as its new brand ambassador as it changes gear to reinforces it’s regional connect in core geographies.
A celebrated actress in both Marathi and Hindi cinema, Amruta is known for her versatility, elegance, and deep cultural roots- qualities that closely mirror the brand’s ethos. Her inspiring journey, from a reality show contestant to one of the most recognisable faces in regional cinema, reflects Medimix’s own philosophy of nurturing natural potential and embracing tradition while evolving with the times.
With a legacy of over five decades, Medimix has been trusted by millions for its time-tested Ayurvedic formulations that combine the wisdom of tradition with the needs of today’s consumers. As part of its continued efforts to build stronger connections with audiences across the key geography, the brand is deepening its focus on culturally relevant partnerships. By collaborating with a regional icon like Amruta Khanvilkar, Medimix aims to strengthen its presence in key markets and take its message of natural skincare and holistic wellness to the heartlands of India. Her wide-reaching appeal and credibility make her an ideal face for a brand that has always believed in authenticity and trust.
Medimix has long been synonymous with effective, herbal-based products rooted in its Ayurvedic heritage. At the heart of the brand lies its soul: the power of 18 herbs- a signature blend of ingredients perfected over time and passed down like a family secret, forming the foundation of every Medimix soap. Doubling its bets on the liquid’s portfolio, Medimix has expanded its product portfolio as it enters the Bodywash, Handwash & Facewash categories – further augmenting the brand penetration in key geographies.
This collaboration marks a meaningful step forward for both Medimix and Amruta, as they come together to champion natural beauty, cultural connection, and goodness of Ayurveda for healthy skin i.e. SkinFit. for the entire Medimix portfolio range.
Commenting on her new role, 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.”
Mr. Anupam Katheriya, Chief Executive Officer, Cholayil Private Limited,speaks about the new horizon set for growth as we redefine the Product, Place & Promotion strategies. 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—handwash, bodywash, and facewash. These initiatives reinforce our commitment to making you 'SkinFit’ through the power of Ayurveda.
Mr. Katheriya said: “We are delighted to welcome Amruta Khanvilkar to join Medimix family as our brand ambassador. Her grace, authenticity, and strong connect with audiences make her a perfect reflection of what Medimix stand 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!”
With Amruta Khanvilkar as the new face of Medimix, the brand looks forward to strengthening its bond with consumers seeking authentic, holistic wellness- blending tradition with modern-day lifestyles.
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