In conversation with IMPACT Magazine, Rupa Murudkar, VP–Marketing, Cholayil Pvt. Ltd., opens up about how Medimix is evolving its Ayurvedic heritage to resonate with modern consumers, especially Gen Z, while deepening its hold in core markets.
Speaking about the brand’s latest campaign, Murudkar highlights the balance between celebrity-led mass appeal and hyperlocal digital influence. Featuring Amruta Khanvilkar in Maharashtra and Kinjal Rajpriya in Gujarat, the campaign 'Nakhre Wali to Nikhar Wali' reflects Medimix’s strategy of blending national visibility with regional resonance.
Medimix’s three-tiered market segmentation prioritises Maharashtra and Gujarat as P1 markets, where the brand already enjoys strong household penetration. The goal, Murudkar says, is to strengthen consumer share while expanding awareness in P2 markets and preparing long-term growth in P3 regions.
She also points out that Gen Z’s rising interest in Ayurveda has opened new opportunities for modern product formats, face washes, body washes, and glycerine-based variants infused with the brand’s signature 18 herbs. On the media mix, traditional platforms continue to drive soaps, while digital-first strategies fuel growth in newer categories.
For Murudkar, leading marketing for such a legacy brand is both personal and professional: “If the product is strong, it naturally creates impact in the lives of consumers.”
From festive packs to international expansion in 30+ countries, Medimix is steadily shaping its next chapter, anchored in Ayurveda, but future-facing in execution.
Watch the full video interview here
