“Banjara’s new communication stance propagates the belief that in order to benefit from nature’s goodness, it is important to take care of nature as well. A refreshing way to identify the brand with the goodness of nature and package it as more natural than any other brand in this space.”
Brand Banjara’s was launched in 1993 with a line of products predominantly comprising of herbal powders. The aim was to provide quality herbal powders for beauty care in a largely unorganized category. From the beginning, the focus was on offering the purest of herbal ingredients without adding any fillers or preservatives. This enabled consumers to use products in their most natural form and hence derive maximum benefit.
With the advent of the new millennium, the Indian personal care market grew rapidly. Consumers started demanding products that are not only safe to use but also have differentiated benefits. Banjara’s recognized the growing opportunity to make herbal/natural products that deliver all the benefits those consumers want, without giving them a reason to worry about side effects and damage.
In 2013, a new manufacturing setup was established to ensure production efficiency & standards. This enabled that the principles of Ayurveda with the best of natural ingredients would be delivered and an outstanding natural products to consumers beyond the herbal powders portfolio would be available.
Banjara’s individual products – Hair dye, Face Pack, Face Wash, Hair oil and Rose Water are being acknowledged among users as those with superior functional benefits. The brand would like to strengthen the brand’s close link with nature and project the range of products and not just individual ones. Brand Banjara’s two key strengths are natural ingredients and the fact that the range from Banjara’s caters to the needs of the entire family. The brand communication was thoughtfully thus developed and the output stays true to the promise.
The four key products – Brazilian Black Henna (Hair Dye), Face Wash (Multani + Orange), Face Pack (Multani + Papaya) & Hair Oil (Samvridhi) are the heroes in the communication.
Consumers associate nature with the goodness that it delivers, and the benefit of, ‘beauty without any harmful effects’, especially when it comes to choosing personal care products.
“This thought process gave birth to the idea, `Nature is beauty’ and the empathetic extension of `take care of this beautiful nature, and nature will take care of your beauty’. This captures not just Banjara’s superior understanding of nature, but also its love for nature, which is reflected in the purity, quality and efficacy of our products,” said Mr. Ramesh Viswanathan, Managing Director of Vishal Personal Care Pvt. Ltd. (Brand Banjara’s).