National, 8^th April 2025: AWL Agri Business Ltd. (formerly known as Adani Wilmar Limited), one of India’s leading food and FMCG companies, has unveiled its latest innovation in personal care – Alife Gondhoraj & Neem Soap. Launched in West Bengal, this unique variant brings together the invigorating freshness of Gondhoraj lime with the time-tested purifying benefits of Neem. Developed for discerning consumers, this new offering reflects Alife’s commitment to delivering freshness & skincare solutions inspired by nature and regional preferences.

Speaking on the launch, Mukesh Mishra, Senior Vice President, Sales & Marketing, AWL Agri Business Ltd., said, “West Bengal has a deep appreciation for natural ingredients and rich cultural traditions. Our latest variant, Alife Gondhoraj & Neem Soap, is a tribute to this unique regional beauty ritual, combining the invigorating aroma of Gondhoraj lime with the herbal skincare benefits of Neem. This launch reaffirms our commitment to crafting innovative and locally relevant products that resonate with our consumers.”

West Bengal’s fondness for Gondhoraj, largely hailed as the ‘King of Limes,’ is deeply rooted in its cultural identity. Recognizing this, Alife has infused its signature citrusy zest with neem’s renowned antibacterial and skin-purifying properties; the result is a soap that cleanses and rejuvenates. This launch reinforces the brand’s focus on innovation by seamlessly blending traditional ingredients with modern skincare solutions.

As part of its promotional strategy, Alife has rolled out an extensive 360-degree marketing campaign, leveraging multiple platforms to connect with consumers across the state. The campaign includes a high-impact TV commercial made by advertising film director Dibyendu Bose of production house Happy Rabbit Films, along with engaging digital initiatives, cinema branding, and on-ground activations, ensuring maximum reach and awareness. Through these efforts, the brand aims to highlight the soap’s superior benefits and resonate with the evolving skincare needs of consumers.

The Alife Gondhoraj & Neem Soap is now available across major retail stores and e-commerce platforms in West Bengal. With this new variant, Alife aims to establish a stronger foothold in the personal-care segment and celebrate the richness of local traditions in its product offerings.