From soap to cure for skin infections, Medimix scripts a new brand story

The 50-year-old soap is repackaging the brand promise, using its medicinal tag to ride the growing demand for herbal and natural products

From a soap to cure for skin infections to a legacy brand with ayurvedic credentials, a massive repositioning exercise is on at Medimix. The homegrown handmade soap that has just hit the half-century mark is hoping to leverage its all-natural product mix and medicinal properties to gain wider appeal among a young audience, while transitioning from a budget to a premium brand.   

For the AVA and Cholayil groups that own the brand in the South and North respectively, the repositioning exercise calls for a smart balancing act. It is about driving a perception change among consumers; about putting some distance