AWL Agri Business Ltd has relaunched its Alife bathing soap portfolio with four new variants under the new brand promise 'Khubsurati Kuchh Khaas'. The relaunch was officially launched on 15 July 2026 at the company's Mundra manufacturing facility in the presence of 50 of Alife's top distributors from across the country.
The relaunched range includes four refreshed variants: Active Nimboo, Haldi Chandan, Rozy Glow, and Fresh Lily. Each variant features upgraded formulations, thoughtfully selected ingredients, signature fragrances, and contemporary packaging designed to enhance shelf visibility. The formulations incorporate skincare-inspired ingredients to deliver an enriching bathing experience.
The new brand proposition 'Khubsurati Kuchh Khaas' reflects the brand's evolution from offering everyday personal care to creating more meaningful bathing experiences. The relaunched range will be available across retail outlets and leading distribution channels nationwide.
Mr. Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd, stated: "At AWL, we believe everyday personal care should be both effective and enjoyable. The relaunch of Alife's bathing soap range reflects our commitment to continuously evolve with consumer preferences by introducing new variants with enhanced formulations, thoughtfully selected ingredients and contemporary packaging."
Company Background
AWL Agri Business Ltd (formerly Adani Wilmar Limited) is one of India's largest Food & FMCG companies, offering a diverse portfolio of essential kitchen staples including edible oils, wheat flour, rice, pulses, and sugar. The company reaches more than 135 million households through its brands, including flagship brand Fortune. AWL operates more than 80 manufacturing facilities across 11 states, including India's largest single-location refinery in Mundra with 5,000 tons per day capacity. The company has an extensive supply chain with 98 stock points, over 10,000 distributors and sub-distributors, and a retail network of 2.6 million outlets.