Soulflower announces Kerala expansion plans with distribution network widening and marketing initiatives

‘Farm to face’ skincare, hair, and personal care brand Soulflower has announced its plans to strengthen its retail presence in Kerala by expanding in both large chains and local stores to cater to demand for natural products in the state. 

Soulflower plans to partner with some of Kerala’s largest retailers to expand its distribution network in the state, the brand announced in a press release. The brand also aims to launch a comprehensive marketing campaign with its new tagline ‘Soulflower: India ka Naya Tel for Hair Growth’ to promote its hair care line and cater to local product demand. 

“Kerala, a key market in the South, significantly contributes to Soulflower’s success,” said Soulflower’s co-founder and CEO Natasha Tuli in a press release. “The South India region contributes 40% of the brand’s revenue, with Kerala being a crucial driver of this achievement. The state’s preference for pure and natural products has made it an essential market for Soulflower, particularly for hair oils for hairline growth.”

Some of the large scale retail chains Soulflower has partnered with for expansion in Kerala include Lulu, Reliance, Bismi, and Apollo Pharmacy. The brand will also launch in several local stores which are currently under development.

The brand has seen its hair care range experience particular popularity in Kerala with top selling products including its ‘Rosemary Lavender Hair Oil,’ ‘Rosemary Redensyl Hair Growth serum,’ and ‘Rosemary Water Spray.’ A number of Soulflower’s products are designed to address frizz which has proved popular with customers looking to mitigate the effects of Kerala’s humid weather, according to the brand.  

“Our ‘Farm to face’ concept emphasises the use of natural, farm-sourced ingredients, ensuring that our products are not only effective but also wholesome,” said Tuli. “This resonates particularly well with the local market, as evidenced by the popularity of products like Kumkumadi Oil and Sandalwood Soap, which are favourites among Kerala’s consumers for their purity and skin benefits. Our commitment to clear, honest labelling and expertise in natural ingredients makes it easier for Soulflower to penetrate the market, as the brand is already well-known for using trusted ingredients that resonate with the state’s discerning customers.”