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Time of India

Medimix Ayurvedic onboards Amruta Khanvilkar to power hyperlocal growth

Medimix, India's Ayurvedic personal care brand, has announced Amruta Khanvilkar as its new brand ambassador as it changes gear to reinforce its regional connect in core geographies. A celebrated actress in both Marathi and Hindi cinema, Khanvilkar is known for her versatility, elegance, and deep cultural roots- qualities that closely mirror the brand's ethos. Her inspiring journey, from a reality show contestant to one of the most recognisable faces in regional cinema, reflects Medimix's own philosophy of nurturing natural potential and embracing tradition while evolving with the times, the press release shared with ETBrandEquity stated. With a legacy of over five decades, Medimix has been trusted by millions for its time-tested Ayurvedic formulations that combine the wisdom of tradition with the needs of today's consumers. As part of its continued efforts to build stronger connections with audiences across the key geography, the brand is deepening its focus on culturally relevant partnerships . By collaborating with Khanvilkar, Medimix aims to strengthen its presence in key markets and take its message of natural skincare and holistic wellness to the heartlands of India. Her wide-reaching appeal and credibility make her an ideal face for a brand that has always believed in authenticity and trust, it added. This collaboration marks a meaningful step forward for both Medimix and Khanvilkar, as they come together to champion natural beauty, cultural connection, and goodness of Ayurveda for healthy skin i.e. SkinFit . for the entire Medimix portfolio range. Khanvilkar said, 'Medimix has always felt like home- a name that's been part of my growing-up years and one I've always trusted. To now officially be a part of the Medimix family feels incredibly special. It's not just about endorsing a brand; it's about sharing something I genuinely believe in with the people who've supported me throughout my journey. Their commitment to natural ingredients and Ayurveda reflects my own belief in embracing one's natural self and caring for skin in the most gentle, effective way.' Anupam Katheriya, chief executive officer, Cholayil said, 'We are delighted to welcome Amruta Khanvilkar to join Medimix family as our brand ambassador. Her grace, authenticity, and strong connection with audiences make her a perfect reflection of what Medimix stands for. At Medimix, we believe in skincare that's deeply rooted in Ayurvedic tradition while being relevant to today's lifestyle. With Amruta on board, we look forward to spreading our message of natural, Ayurvedic care to an even wider audience across the country. It's time to embrace Ayurved ki Achchai, Achi Twacha ke Liye - with Medimix!' With Khanvilkar as the new face of Medimix, the brand looks forward to strengthening its bond with consumers seeking authentic, holistic wellness- blending tradition with modern-day lifestyles, the press release added.