Monday, September 25, 2023
Monday, September 25, 2023


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Luxury body care brand Earth Ritual collaborates with The Better Collective to create a new story

The Indian personal care and beauty category stands at 18 billion dollars and has witnessed unprecedented growth in recent years, with an expected market size of 25 billion dollars by 2025. The online personal care market already has 80 D2C players.

Entering this market is Earth Ritual, a homegrown luxury bath and body care brand. Earth Ritual sells 16 SKUs covering body wash, lotion, scrubs, and mists through its e-commerce store and niche premium marketplaces aimed at consumers seeking slow living brands.

The brand – which was born in 2018 and believes in using naturally available ingredients to craft its products – retails through its website

Earth Ritual operates on mood-based positioning and product bundling GTM strategy, created especially for it by Mumbai-based strategic brand consultancy, The Better Collective. This, coupled with Omnichannel marketing campaigns focused on brand storytelling have been designed for digital and offline touchpoints, giving consumers every opportunity to try the product and experience the brand.

“We are delighted to have partnered with Earth Ritual on this transformative journey. We combined thorough market research, strategic customer insights, and creative expertise to unlock the brand’s full potential, transforming it completely from a micro-business to a luxury bath and body care brand. Traditionally, premium brand building has been reserved for facial skincare and beauty brands. As customers evolve and spend more on wellness and personalized products, this approach needs to transfer to bath and body care, which is set to witness tremendous growth in the months to come. The brand will appeal to urban consumers who are seeking joy, energy, balance, and calm in their hectic daily lives, and we are excited to have brought the founder’s vision to life,” said Radhika Butala, Founder & CEO of The Better Collective.

To ensure the brand not only stands out but becomes a category leader, The Better Collective developed a brand strategy that transformed Earth Ritual’s positioning, new product development plan, target customer, distribution, pricing, and brand storytelling mechanism. Additionally, the consultancy, which operates in a collective model, reimagined the brand identity, created luxurious packaging, and developed the brand’s e-commerce store in collaboration with design and technology partner Bokaap Design.

“Partnering with The Better Collective has been a game-changer for Earth Ritual. Their strategic guidance and design prowess enabled us to craft a compelling brand and luxurious brand experience for our customers. Every detail of the brand is a conscious, mindful, and unhurried choice, which is in line with our ethos. Together, we have built a brand that is differentiated, evocative, and authentic,” said Rutuja Dandekar, Founder of Earth Ritual.

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