Skincare and personal care brand Cuticura has outlined a long-term vision to establish a strong pan-India presence over the next four to five years.
“We are already working on expanding our footprint through e-commerce and direct-to-consumer (D2C) channels, as we are seeing early signs of acceptance for Cuticura across several new markets,” said Anupam Katheriya, Chief Executive Officer of Cholayil Pvt. Ltd., which acquired the Cuticura brand from Muller & Phipps in 2001.
“Today is no longer the era of relying solely on conventional distribution and advertising. Brands have several new opportunities to reach consumers. We will continue to scale the brand by leveraging these opportunities,” he told businessline.
The company’s success in Kerala would serve as a blueprint for its expansion across South India before entering other regions. “We believe the success we achieve in Kerala will determine how we expand the brand across South India first,” he said.
Katheriya was in Kochi to unveil actor Priya Varrier as Cuticura’s new brand ambassador and introduce an upgraded product experience designed to appeal to younger consumers.
Although Cuticura is already available in several parts of the country through select channels, the company plans to adopt a phased expansion strategy. “The brand carries a rich heritage. Our approach is to build one market at a time and then scale gradually. Our long-term vision is to take Cuticura to the national level through this phased approach,” he said.
Traditionally known as a talcum powder brand, Cuticura has evolved into a broader personal grooming brand since its acquisition by the Cholayil Group about 25 years ago. Today, its portfolio spans five categories—talc, body wash, soaps, roll-ons, and handwash.
“We have several more categories in the pipeline that will be introduced over the next year. Our intention is to position Cuticura as a modern, new-age brand that resonates with younger consumers while retaining the affection and trust of our existing customer base,” he said.
The Indian talcum powder market, estimated at around ₹2,000 crore, is dominated by five or six major multinational and domestic players, which together account for nearly 80–85 per cent of the market. The category comprises segments such as beauty talc, prickly heat talc, and cooling talc.
The talc segment, he said, has recorded double-digit growth over the past five years. He described talcum powder as the “poor man’s deodorant” because it remains an affordable alternative to many newer personal care products that are priced significantly higher.
Beyond India, the company exports to West Asia, the Far East, and Southeast Asia. While its presence in developed markets such as the US and the UK remains limited, he said those markets are showing encouraging signs of growth. He added that West Asia continues to contribute a significant share of the company’s export business, although shipments have been affected by the ongoing geopolitical tensions in West Asia.
Published on August 6, 2026
