Everyuth Naturals well known in the personal care space for its face wash, scrubs and peel off has now entered into the increasingly competitive bath soap market in India.
Some of their face wash products Neem, Lemon and Fruit are being extended into the bathing bar category. I’ve noticed this brand extensions from everyuth in a local chemist shop in Chennai. However there is no mention about this new product launch in the company’s website. So this could well be a test marketing drive before launching it on a pan-India basis.
This is not something completely unexpected as the company Zydus wellness has mentioned clearly in its annual reports that it is looking at line extensions for their existing brands aggressively. This bathing bar launch from everyuth naturals could well be the first such move.
Everyuth is a well established brand in the skincare segment. Hence it could easily take some of those loyal customers who use their facewash, scrubs or peels to try their bathing bar without much marketing effort. However penetrating the bath soap market in India deeply will not be that easy.
Although its hydrating fruit bathing bar with apple extract is something different, other Neem and Lemon variety they offer is not new and there are lot of brands with such products in the Indian market for years. So we’ve to wait and see how Zydus Wellness markets their new products to the customers.
Will everyuth remain as a niche player or will it make a mark in the bathing bar market in India? Let’s wait and see.