The Better Collective Creates Earth Ritual: India’s Newest Luxury Body Care Brand

Earth Ritual luxury bath and body care products

Mumbai-based brand consultancy, The Better Collective, has designed a luxury bath and body care sensation—Earth Ritual. The brand offers a range of body washes, lotions, scrubs, and mists. Through a novel mood-based positioning and product bundling strategy, Earth Ritual targets the premium sector of India’s rapidly growing personal care and beauty market.

The Better Collective has architected a brand strategy that pivots Earth Ritual from a micro-business to a luxury player. In a landscape teeming with 80 D2C players, this new strategy gives Earth Ritual the edge to carve its niche. Radhika Butala, Founder of The Better Collective, shared, “We combined thorough market research, strategic customer insights, and creative expertise to unlock the brand’s full potential.”

Alongside strategic positioning, The Better Collective has redesigned Earth Ritual’s brand identity, luxurious packaging, and e-commerce store. Rutuja Dandekar, Founder of Earth Ritual, commented, “Their strategic guidance and design prowess enabled us to craft a compelling brand and luxurious brand experience for our customers.”


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