How Medimix is adapting Ayurveda for Gen Z and millennials: CEO Anupam Katheriya

For more than five decades, Medimix has been a household name in India, with its iconic green soap symbolising the power of Ayurveda in everyday life. Born out of a doctor’s vision to make Ayurveda preventive and accessible, the brand has stood the test of time with its unique 18-herb formulation that continues unchanged even today.

But Medimix is not just about legacy—it is a story of reinvention. From herbal soaps to body washes, face washes, and hand washes, the brand has adapted to shifting consumer preferences, especially among Gen Z and millennials seeking sustainability and indulgence. In this conversation, Anupam Katheriya, CEO, Cholayil Private Ltd. and Director, Medimix, shared insights on Medimix’s growth, marketing strategy, and future roadmap.

Medimix has been a legacy brand for over 50 years. What makes it unique?

Medimix was founded over five decades ago by Dr. V.P. Sidhan, a practising physician who believed Ayurveda should not be limited to treatment, but rather integrated into daily life. He created a potent formulation with 18 herbs that addressed a wide spectrum of skin problems. Instead of waiting for ailments to arise, the idea was to use it preventively, as part of one’s daily routine.

That “secret formula” has remained unchanged even today. While the core formulation is intact, the formats have evolved—from the classic green soap to variants with saffron, sandalwood, and natural glycerin, and now to modern formats like body washes and face washes. This adaptability is what has kept Medimix relevant across generations.

Has consumer behaviour—especially among Gen Z—changed towards soaps?

While urban Gen Z consumers are experimenting with body washes and premium formats, soaps continue to remain highly relevant. Soaps are among the most sustainable products—plastic-free, biodegradable, and made with natural oils like coconut and palm.

For Gen Z and millennials, sustainability is key, and soaps fit well into that narrative. At the same time, we are offering new-age formats, such as body washes and face washes, to provide indulgence alongside Ayurvedic care.

The company’s financial filings show a sharp rise in growth. What drove this? 

Two things:

1. Consumer shift towards naturals post-COVID – During the pandemic, people revisited Ayurveda and authentic natural care. That tailwind has continued.
   
   

2. Product authenticity – Unlike brands that add “a touch of natural,” Medimix is authentically Ayurvedic, backed by backwards integration. We cultivate herbs on our farms, process them in-house, and manufacture them in our factories. This ensures consistent quality.
   
   

Word-of-mouth has been a huge driver. In markets like Maharashtra, one in four households uses Medimix annually. Abroad, in markets like Japan and Taiwan, local consumers—not just Indian diaspora—are adopting the brand, which speaks volumes about its credibility.

How much of your sales comes from international markets?

Exports currently contribute about 15–20% of sales. Our strongholds are the Middle East, Southeast Asia (Malaysia, Singapore, Vietnam, Cambodia), and the Far East (Japan, Taiwan). Interestingly, in some of these countries, the share of local consumers is higher than that of the Indian diaspora.

In such a competitive market, how are you structuring your marketing strategy?

We believe product is the strongest ‘P’ in marketing. Advertising may bring a first trial, but only a good product ensures repeat purchase. Our retention is very strong.

That said, we are investing in building awareness through a mix of traditional and digital media. For example, our face wash campaign targeting teenagers is 100% digital, while soaps in rural markets rely more on TV and cinema.

We also use celebrity endorsements and hyperlocal influencers. In Maharashtra, we partnered with Amruta Khanvilkar, while in Gujarat, Kinjal Dave is our face. This combination helps us connect deeply with local consumers.

Many brands claim to be “natural” or “Ayurvedic.” How does Medimix differentiate itself?

There’s a clear difference. Many brands use the word “natural” loosely—adding one or two natural ingredients and calling themselves herbal. To qualify as Ayurvedic, you need an Ayurvedic manufacturing license, which is entirely different from cosmetic manufacturing.

Medimix is authentically Ayurvedic, backed by science, clinical validation, and consumer trust. For example, our Anti-Pimple Face Wash promises results in three days—a claim that has been clinically tested and validated.

How is your media mix shaping up—traditional vs. digital?

It depends on the product and TG. For soaps in rural India, mass media plays a bigger role. For urban youth and categories like face wash, it’s digital-first with strong influencer engagement.

Overall, it’s a balanced mix of traditional and digital, but with a sharper tilt towards digital in categories that address Gen Z and millennials.

Quick commerce and e-commerce are booming. Where does Medimix stand?

We are present across all major quick commerce platforms. While personal care is still largely a planned purchase, categories like face wash and single-soap packs are seeing good traction on quick commerce. E-commerce as a whole has been a strong growth channel for us.

Looking ahead, what are your international expansion and portfolio plans?

We are currently present in 30+ countries. Going forward, we have prioritised markets into three clusters, focusing deeply on “Priority 1” markets—both in India and abroad. The strategy is to increase our share of wallet in existing households by offering multiple formats: soaps, body washes, hand washes, face washes, and even talc.

We are also building our second strong brand—Cuticura—known for its talc and signature fragrance. It is now expanding into soaps, body washes, hand washes, and roll-ons. Together, Medimix (as a “protective Ayurveda” brand) and Cuticura (as a “sensory feel-good” brand) will help us scale into a multi-brand personal care portfolio.

Finally, what’s the big marketing idea for the future?

We are going hyperlocal and hyper-relevant. Instead of one-size-fits-all campaigns, we are focusing on deeper consumer connections, market by market—be it through local celebrities, influencers, or tailored communication. The core will always remain the same: authentic Ayurveda that is fast-acting, preventive, and modern.