Emami rebrands Kesh King as Kesh King GOLD

Kesh King, an ayurvedic haircare brand, has been unveiled as Kesh King GOLD marking a strategic evolution in the brand’s identity, proposition, and packaging. At the core of this rebrand, Emami Limited makes a strategic shift for its brand Kesh King, moving beyond its traditional Ayurvedic roots to embrace a powerful new proposition: Ayurveda + Science, stated a press release.

As part of its strategic repositioning, Kesh King is also entering new categories to address evolving hair concerns with targeted, results-driven solutions. Recognizing that hair growth remains a major unmet need, the brand has further added under the Kesh King Gold Range - a new breakthrough product, Advanced Hair Growth Serum. This serum packs the highest concentration of growth actives — a unique blend of Ayurvedic herbs and powerful molecules like Redensyl, AnaGain, Kopexil Aqua and Procapil for visible new hair growth.

Speaking on the occasion, Priti A. Suerka, Executive Director, Emami Ltd said, “This rebranding of Kesh King is not just a facelift—it’s a strategic transformation from the core. The brand’s long-term vision is to establish Kesh King GOLD as the gold standard in holistic haircare, where the wisdom of Ayurveda meets the precision of modern research. The new identity is designed to appeal to a generation that demands visible efficacy, trusted ingredients, and aspirational, progressive value.”

“Brand ambassador Shilpa Shetty will continue to endorse Kesh King, lending credibility and trust to the brand’s philosophy as a wellness icon. In the new communication strategy, the focus will shift toward authentic consumer stories highlighting the brand’s new proposition supported by strong efficacy claims. To support the launch, Kesh King GOLD will roll out a high-impact 360-degree integrated campaign across television, digital platforms, print media, and in-store channels,” stated the press release.

The relaunch will focus on driving premiumisation and strengthening leadership in key markets, reaching both loyal users and new audiences seeking trusted, performance-led haircare solutions.