Legacy wellness company Himalaya is changing its marketing approach to remain ahead in the developing D2C environment India as the Indian personal care industry sees a rise of fresh direct-to-consumer India labels. Known for its Ayurveda-driven products and trusted legacy, the brand is today investing heavily in digital first initiatives, influencer collaborations, and purposeful storytelling to reach a younger, more digitally adept audience.
In a chat with Mint, Ragini Hariharan, Marketing Director – Personal Care and Hygiene at Himalaya Wellness, disclosed that more than 60% of the personal care marketing budget has been moved to digital channels. This change fits the expanding consumer need for online first contacts, hence Himalaya is a serious competitor among both established FMCG behemoths and the newest D2C firms dominating Indian D2C updates.
Himalaya’s new plan shows a better grasp of contemporary Indian D2C consumer behavior. For D2C efforts, the brand is concentrating on influencer marketing by working with digital creators that appeal to younger audiences across platforms like Instagram, YouTube, and new short video applications. Using influencer-led narrative, Himalaya seeks to increase awareness, credibility, and engagement while strengthening its reputation as a reputable but contemporary health brand.
Another main pillar of Himalaya’s success in the D2C sector news sphere is purpose-led marketing. Its partnership with the Women’s Premier League (WPL) shows how dedicated the business is to empowering consumers via significant campaigns and supporting young women. “Our goal-driven initiatives are about establishing actual relationships, not just visibility. Partnering with WPL lets us highlight stories of fortitude, resiliency, and empowerment—values that resonate very well with our audience,” remarked Hariharan.
This change in strategy is happening at a time when direct-to-consumer India brands—including premium D2C brands and sustainable D2C brands—are transforming consumer expectations by combining ease, narrative, and digital-first methods. Himalaya’s decision to foreground digital marketing emphasizes its desire to remain pertinent in a market that more and more values speed, personalization, and brand authenticity.
Many creator-led D2C companies and celebrity-sponsored D2C ventures are upsetting personal care, but Himalaya has a distinct advantage due to its great brand value, Ayurveda heritage, and omnichannel presence. The company’s growth strategy combines traditional retail with digital-first platforms to guarantee a smooth consumer experience that reflects the D2C retail vs ecommerce convergence predicted in 2025 market trends.
Focusing on influencer marketing for D2C, omnichannel storytelling, and digitalfirst campaigns helps Himalaya fit with Indian D2C best practices while using its extensive knowledge in personal care and wellbeing. Its vision is about more than just rivaling the quickest expanding D2C companies; it also encompasses establishing standards in mission-driven marketing.
Thanks to its creative strategy, Himalaya is ready to stay a leader in both the expanding D2C environment India and conventional FMCG. The way this brand uses digital innovation and close influencer partnerships to grow its presence shows how legacy brands can survive amid fast change in India’s direct-to- consumer sector.