Juicy Chemistry has all ingredients to carve a niche in personal care. But it needs a balancing act.

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Synopsis
India’s natural personal-care market is buzzing with action and everyone wants to grab a slice of this growing pie. For Juicy Chemistry, the opportunity lies in wooing consumers to its all-organic brand proposition and creating a new price segment between mass-premium and luxury. But convincing customers and high compliance costs will be major challenges.

For a long time, ‘herbal’ and ‘natural’ products in India’s personal-care market were the preserve of companies with a rich history of research and development in Ayurvedic medicines. But towards the middle of the last decade, the trend slowly started changing and packaged consumer-goods firms could no longer ignore this segment. What followed was a proliferation of ‘natural’ variants of popular brands and the birth of new ones at the