Adani Wilmar’s personal care brand, Alife, has launched its latest innovation – Alife Gondhoraj & Neem Soap, exclusively in West Bengal. This unique soap blends the refreshing aroma of Gondhoraj lime, popularly known as the “King of Limes,” with the antibacterial and purifying properties of Neem, offering a rejuvenating skincare experience rooted in nature.
West Bengal’s love for Gondhoraj lime is deeply tied to its cultural heritage. Recognizing this, Alife crafted this soap to cater to regional preferences, while delivering modern skincare benefits. The new variant reflects Alife’s mission to combine traditional ingredients with innovative personal care solutions.
Speaking on the launch, Mukesh Mishra, Senior VP of Sales & Marketing at AWL Agri Business Ltd., said, “This soap is a tribute to Bengal’s beauty traditions, combining the invigorating scent of Gondhoraj with the herbal power of Neem.”
To support the launch, Alife has rolled out a 360-degree marketing campaign. Directed by Dibyendu Bose of Happy Rabbit Films, the TV commercial is supported by digital campaigns, cinema branding, and on-ground activations to ensure maximum consumer reach.
Available now at major retail outlets and e-commerce platforms across West Bengal, Alife Gondhoraj & Neem Soap marks a strategic step in strengthening Alife’s presence in the Indian personal care market.
