~ Brand introduces four new bathing soap variants with upgraded formulations, contemporary packaging and skincare-inspired ingredients ~
Jhasuguda/Rourkela: Alife, the personal care brand from AWL Agri Business Ltd. (formerly Adani Wilmar Limited), has relaunched its bathing soap portfolio with four new variants featuring upgraded formulations, thoughtfully selected ingredients and contemporary packaging under its new brand promise, ‘Khubsurati Kuchh Khaas’. The new range was officially launched on 15 July 2026 at the company’s Mundra manufacturing facility in the presence of 50 of Alife’s top distributors from across the country, marking an important milestone in the brand’s growth journey and strengthening its partnership with the trade.
The relaunched range is designed to elevate the everyday bathing experience by combining trusted care with skincare-inspired ingredients, signature fragrances and a modern visual identity that reflects the evolving needs of today’s consumers.
As part of the relaunch, Alife introduces four refreshed variants—Active Nimboo, Haldi Chandan, Rozy Glow and Fresh Lily—each thoughtfully crafted with carefully selected ingredients and enhanced formulations to deliver an enriching bathing experience. Inspired by popular skincare ingredients and paired with signature fragrances, every variant offers a unique combination of cleansing, care and sensorial appeal. The new packaging further enhances shelf visibility while clearly communicating the distinctive benefits of each variant.
The relaunch is anchored in Alife’s new brand proposition, ‘Khubsurati Kuchh Khaas’, which reflects the brand’s evolution from offering everyday personal care to creating more meaningful bathing experiences through upgraded formulations, special ingredients and a contemporary visual identity. The refreshed identity reinforces Alife’s commitment to making everyday beauty routines more enjoyable and rewarding for consumers.
Speaking about the relaunch, Mr. Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd., said: “At AWL, we believe everyday personal care should be both effective and enjoyable. The relaunch of Alife’s bathing soap range reflects our commitment to continuously evolve with consumer preferences by introducing new variants with enhanced formulations, thoughtfully selected ingredients and contemporary packaging. With our new brand proposition, ‘Khubsurati Kuchh Khaas’, we aim to offer consumers a richer bathing experience that combines trusted care with skincare-inspired benefits, making every bath feel a little more special.”
The relaunched Alife bathing soap range will be available across retail outlets and leading distribution channels nationwide, offering consumers a refreshed portfolio that blends upgraded formulations, skincare-inspired ingredients, signature fragrances and contemporary packaging to meet today’s evolving personal care needs.
