Guiltfree Industries of the RP-Sanjiv Goenka Group has announced the launch of ‘Naturali’—a sector debutant brand in the personal care space. With this move, RPSG will be foraying into the ₹34,000 crore hair and skin category of the larger ₹70,000 crore organised personal care segment in India—which is currently growing at an annual rate of about 10%.

“The products are free from harmful chemicals and priced at a mass premium tier which is a first for the category. This range proves that natural ingredient-led products can also be affordable,” says Shashwat Goenka, sector head, Retail & FMCG. The conglomerate believes that while the existing natural care industry comprises a host of players, the products offered are priced steeply and are out of reach for the majority of consumers. Guiltfree Industries espouses to bridge this gap.

Guiltfree Industries has targeted the brand at the digital-native audience. Consequently, it also announced that hair and skincare products will be endorsed by Bollywood actors Kriti Sanon and Shanaya Kapoor respectively. The haircare offerings comprise of three ranges—Hair Fall Arrest, Damage Repair and Pollution Defence, while the skincare range includes the Pollution Defence face wash and face cream together with a Daily Purifying face wash.

The company says its range of products is currently available in Delhi and Bangalore at general trade, modern trade and beauty outlets and will be soon available across the country on e-tail websites.

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