Emami has announced the strategic rebranding of its Ayurvedic haircare brand Kesh King as Kesh King Gold as a part of the brand’s transformative rebranding initiative. The move marks a strategic evolution in the brand’s identity, proposition, and packaging, moving beyond its traditional Ayurvedic roots to embrace a new proposition: Ayurveda + Science. 

This evolution, offering elevated quality, efficacy, premiumness and a modern outlook—while staying rooted to the brand’s Ayurvedic heritage, is driven by extensive consumer research, that resonated today’s discerning consumers’ demand for authenticity, performance and scientific validation, according to the brand. 

As part of its strategic repositioning, Kesh King is also entering new categories to address evolving hair concerns with targeted, results-driven solutions.  

Priti A. Suerka, executive director, Emami 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 the brand, lending credibility and trust to it’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, stated the brand. 

To support the launch, a high-impact 360-degree integrated campaign across television, digital platforms, print media, and in-store channels will be rolled out.

 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.