In an exclusive interview with ETHealthworld’s Rashmi Mabiyan Kaur, Manish Anandani, Managing Director of Kenvue India, discusses the evolving landscape of self-care in India. He sheds light on the company’s approach to blending science-backed solutions with personalised experiences, the strategic importance of the Indian market, and how they are redefining everyday care for a rapidly growing consumer base.
What are the most significant emerging trends in the self-care space, and how is the company leveraging these trends through its product portfolio?
Recently, the self-care category in India has undergone a remarkable transformation, driven by several key trends that are shaping consumer behavior and preferences. Post-pandemic, the Indian consumer is increasingly prioritizing self-care and health and wellness, whether in personal care, preventive healthcare, or skin health.
As consumers build self-care routines, they are actively seeking expert-backed or doctor-recommended products. Today’s consumers are more discerning and aware, and they trust healthcare professionals and dermatologists more than ever before. As the world’s largest pure-play consumer health company by revenue, we stand at the intersection of healthcare and consumer goods. Another key trend defining the category is the growing demand for premium and personalized health solutions. Indian consumers are seeking products tailored to their needs, especially in urban centers where health awareness is more pronounced. For example, our Neutrogena Skin360® platform, an AI-powered tool, allows consumers to assess their skin and receive personalized recommendations for their skincare routine.With our premium portfolio, we are addressing varied health conditions faced by consumers. For example, for consumers suffering from sensitive skin conditions like eczema, we offer Aveeno Body and Baby products. For women’s health, we have Stayfree sanitary napkins with specialized day and night offerings, and in our skin health portfolio, we provide consumers with a range of products to address skin aging, pre-aging, suncare, and other needs.
Can you share examples of how advancements in science have influenced specific product innovations, such as in sensitive skin or electrolyte therapy?
As a consumer health company, we follow a science-backed approach to drive product development and innovation to enhance everyday care and make a real difference in people’s lives.
Some of our science-backed innovations include our pioneering work in the space of fluids, electrolytes, and energy (FEE). ORSL leads the ready-to-drink electrolyte drinks category and has maintained its position as India’s top electrolyte drink for over 20 years. Today, consumers are seeking hydration solutions with added benefits focusing on non-diarrheal illnesses, rigorous activities, and overall well-being. Aligned with this consumer shift, we are adapting our product portfolio to meet these emerging needs with low-sugar, nutrient-enriched options that resonate with health-conscious consumers.
Our ORSL ranges are of targeted hydration solutions tailored to the requirements of different health conditions is a step in this direction. Certain variants are ideal for those with diabetes and dehydration. As well as dehydration in illnesses like dengue, typhoid, etc. Recently, an innovative ready-to-serve electrolyte drink that helps support the immune system of the body and addresses hydration needs. It is a blend of electrolytes along with immunonutrients like zinc and selenium. As an adjuvant, it helps support recovery for individuals with weakened immunity.
Another area where we are actively exploring product innovations and upgrades is in pediatric care, especially concerning sensitive skin conditions as it requires appropriate skincare practices.
Women’s health is another category that we are very passionate about, constantly exploring product innovations to provide comfortable protection to our consumers. Today, increasing numbers of women are staying out of the home for longer hours to pursue their dreams. During periods, and especially when there is heavy flow, women look for reliable and long-lasting protection. We are constantly innovating to stay ahead of consumer trends and preferences. By listening to our consumers and responding with effective solutions, we maintain a competitive edge in the ever-evolving market.
With these segments, how do they aim to improve patient outcomes?
As pioneers in the RTD electrolyte category, we continue to advance the science around fluids, electrolytes, and energy (FEE) in partnership with clinical experts through new evidence generation and education. Traditionally, dehydration has been associated with diarrhea, where there is visible loss of fluids. However, dehydration is not just about diarrhea. It encompasses a broader spectrum, including illnesses like fever, respiratory infections, or heat stress. Silent dehydration, for instance, often goes unnoticed, particularly in vulnerable groups like children, the elderly, or individuals recovering from non-diarrheal illnesses.
Partnering with the Association of Physicians of India (AHPI), we released a consensus recommendation on the role of oral FEE in hospitalised patients. These recommendations highlight the role of oral fluid-electrolyte-energy in the appropriate format during the IV-to-oral shift and at discharge to help facilitate recovery.
To improve patient outcomes, we are collaborating with healthcare professionals, including pediatricians and dermatologists, to provide evidence-based recommendations to manage conditions such as AD and other sensitive skin conditions effectively.
How do you ensure trust and loyalty among its consumers in a highly competitive market?
With consumers becoming more aware and discerning, and with a plethora of options to choose from, brands must deliver personalised, authentic, immersive experiences that drive loyalty while also enabling them to make informed decisions. They want tech-forward, immersive experiences that integrate seamlessly into their digital lifestyles.
Transparency has become non-negotiable in building consumer trust. Consumers are no longer just reading labels; they want to understand the ingredients, their sources.
Today’s consumers seek opinions from experts (doctors, dermatologists), influencers, and fellow consumers to shape their choices and address misinformation. We are seeing this across industries, from the powerful role of dermatologists in the skin health industry to influencers and mommy experts in the baby care category. For new moms, word of mouth, especially recommendations from fellow moms, is among the top drivers of consumption.
We are also seeing consumers becoming more conscious and resonating with brands that are purpose-led and integrate science, transparency, and a deep understanding of consumer needs.
How important is the Indian market in Kenvue’s global growth strategy, and what investments can we expect in terms of innovation, infrastructure, or R&D?
As part of the global growth strategy, India is a priority market for us, given the country’s strong economic growth, growing healthcare needs, and the increasing focus on wellness and self-care. The country’s large and diverse population provides significant opportunities to scale our offerings, and the Indian market represents the next wave of growth for consumer health.
We are already making significant investments in the Indian market, including expanding our innovation pipeline and building stronger connections with healthcare professionals. Our localised approach focuses on tailoring our portfolio to meet the specific needs of Indian consumers. We are also strengthening our digital-first strategy by improving e-commerce and direct-to-consumer channels, offering more convenience and personalisation for Indian consumers.
We are focused on leveraging our global expertise in research and development and tapping into local innovation to address health challenges specific to India. We continue to strengthen our partnerships with healthcare professionals to ensure our products deliver optimal outcomes.
