The landscape of India’s personal care and beauty sector is evolving at a brisk pace. The newest entrant in this ever-growing industry is Earth Ritual, a luxury bath and body care brand conceptualized by Rutuja Dandekar and brought to life by The Better Collective.
Earth Ritual has entered the market with a unique selling proposition – products designed and categorized based on moods. This fresh approach, along with a portfolio boasting 16 SKUs of premium body washes, lotions, scrubs, and mists, sets Earth Ritual apart in an industry teeming with direct-to-consumer brands.
Earth Ritual’s unique positioning comes at a time when the global luxury market is seeing a shift in consumer behavior. According to a study by McKinsey & Company, consumers are increasingly seeking out personalized and wellness-oriented products. The mood-based product strategy of Earth Ritual seems to tap into this trend, signaling promising potential for the brand.