AWL Agri Business Ltd. (formerly AdaniWilmar Ltd.) has expanded its personal care range with the launch of AlifeGondhoraj&Neem Soap in West Bengal. The soap uniquely blends the citrusy freshness of Gondhoraj lime—fondly called the ‘King of Limes’—with the purifying benefits of neem, offering consumers a refreshing and skin-friendly bathing experience rooted in regional preferences.
Mukesh Mishra, Senior Vice President, Sales & Marketing at AWL, said, “This launch pays homage to Bengal’s love for natural ingredients and traditional beauty rituals. It underscores our commitment to crafting locally relevant products that resonate deeply with our consumers.” To support the launch, Alife has rolled out a comprehensive 360-degree marketing campaign featuring a television commercial by renowned director Dibyendu Bose. The campaign includes digital outreach, cinema branding, and on-ground activations to ensure statewide visibility