Earth Ritual, a luxury bath and body care brand, has taken India’s personal care market by storm. Launched by strategic brand consultancy, The Better Collective, the brand offers a novel approach to personal care with a mood-based positioning and product bundling strategy.
A rising player in India’s $18 billion personal care and beauty industry, Earth Ritual is setting the bar high with its product range that includes body washes, lotions, scrubs, and mists. Their unique mood-based approach offers a fresh perspective in an industry teeming with direct-to-consumer brands.
The strategic transformation from a micro-business to a luxury bath and body care brand has been made possible through The Better Collective’s use of strategic customer insights, creative expertise, and market research. Their focus on understanding customer needs and crafting a luxury brand experience has been instrumental in fulfilling the vision of Earth Ritual’s founder, Rutuja Dandekar.
As consumers around the globe lean towards wellness and personalized products, brands like Earth Ritual that cater to these evolving preferences stand a good chance of success. According to a Deloitte report, such trends are influencing buying behavior, making Earth Ritual’s mood-based strategy a timely market entry.
