MUMBAI: Skincare just got a whiff of nostalgia and a zesty twist in West Bengal. AWL Agri Business Ltd. (formerly Adani Wilmar) has taken a sudsy leap into regional sensibilities with its latest personal care offering: Alife Gondhoraj & Neem Soap. Think heritage, herbs, and a whole lot of Bengal pride packed into a bar.

The soap pays homage to the state's obsession with Gondhoraj lime — famously hailed as the ‘King of Limes’ — and marries it with the antibacterial powers of neem. The result? A fragrant cleansing bar that blends tradition with modern skincare goals.

"Our latest variant, Alife Gondhoraj & Neem Soap, is a tribute to this unique regional beauty ritual... This launch reaffirms our commitment to crafting innovative and locally relevant products that resonate with our consumers," said AWL Agri Business Ltd SVP - sales & marketing Mukesh Mishra.

Alife has cleverly bottled Bengal’s cultural fondness for all things citrusy and antiseptic. With Gondhoraj delivering its signature burst of aroma and neem taking care of skin purification, the brand is betting big on beauty that’s rooted and relevant.

AWL isn’t just stopping at pretty packaging. The launch is backed by a full-throttle 360-degree campaign. From a TVC directed by Dibyendu Bose (yes, that ad-film maverick from Happy Rabbit Films) to digital blitzes, cinema takeovers, and ground activations, Alife seems determined to ensure every Bengal nose catches a whiff of its latest invention.

The soap has already hit retail shelves and e-commerce platforms across West Bengal, aiming to carve out a solid niche in the competitive personal care aisle. And it’s not just about cleansing — it’s about connecting. By tapping into local traditions and ingredients, Alife is clearly suds-deep in strategy.

From fish curry to face packs, Bengal has always celebrated the power of ingredients. Now, thanks to AWL’s latest gambit, you can scrub up with cultural pride and smell like summer.