In a strategic move aimed at enhancing its hyperlocal outreach, Medimix, a heritage Ayurvedic skincare brand under Cholayil Private Limited, has announced the onboarding of acclaimed Marathi and Hindi film actress Amruta Khanvilkar as its new brand ambassador.
Known for her grace, cultural authenticity, and wide fan base, Amruta brings a unique blend of tradition and modernity—perfectly mirroring Medimix’s values. Her personal and professional journey, from a reality TV contestant to a celebrated regional film star, aligns with the brand’s commitment to natural care, authenticity, and evolution.
A Personal Connection
Sharing her thoughts, Amruta Khanvilkar said:
“Medimix has always felt like home—a name I’ve trusted since childhood. This partnership isn’t just about brand endorsement, it’s about sharing something I genuinely believe in. Their commitment to natural ingredients and Ayurveda resonates with my own belief in embracing one’s natural self.”
Strengthening Local Relevance
With over 50 years of Ayurvedic skincare heritage, Medimix is expanding its focus to penetrate priority markets by bolstering its liquids category—including body wash, hand wash, and face wash.
Speaking on the association, Anupam Katheriya, CEO, Cholayil Private Limited, said:
“We are thrilled to welcome Amruta to the Medimix family. Her deep cultural connect and authenticity make her the ideal face for our brand. Through her, we aim to amplify the message of ‘Ayurved ki Achchai, Achi Twacha ke Liye’ to a wider audience.”
He further emphasized Medimix’s strategy:
“Our continued growth is driven by increased household penetration and rising volume consumption. As part of our focus, we are launching a hyperlocal campaign to grow our liquids segment and deliver on our promise of keeping India **‘SkinFit’ through Ayurveda.’”
With this collaboration, Medimix reaffirms its position as a trusted name in natural and Ayurvedic skincare, while also adapting to modern lifestyle needs through strategic cultural partnerships.
