The Better Collective Creates Earth Ritual: India’s Newest Luxury Body Care Brand

Earth Ritual luxury bath and body care products

Explore Earth Ritual's exquisite lineup of luxury bath and body care products

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.


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