~ RSH Global - a home-grown FMCG major and owners of personal care brands such as ‘Joy’, ‘X-Men’ and ‘Karis; exports to 25 countries in Africa, West Asia and South Asia, SAARC region; aims to double its turnover by 2022-23 to Rs 1000cr
~ JOY Sensitive range & its campaign ‘Skin of Courage’ is manifestation of the purpose of the brand that is to ‘Make good quality product accessible to all at an affordable price’
~ One of the key initiatives of the campaign aims to start off a nationwide employment drive for acid attack survivors by associating with an NGO
~ To amplify this purpose led brand initiative, the brand has tied up with the Bollywood movie ‘Chhapaak’ to drive awareness about the specially crafted product for sensitive skin of acid attack survivors
The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin. Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.
Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.
The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”
Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.
Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.
Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”
It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”
RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.
About RSH Global:
RSH Global PVT Ltd was established in 1988 in Kolkata, materialising the single, strong vision of its makers - “To be recognised as one of the leading personal care companies that will deliver the best of consumer hygiene and personal grooming for both for men & women globally." The organisation strives to provide a complete personal care product range with its brands like JOY, X-MEN and Karis, which offer innovative, quality personal care products at affordable prices.
The growing satisfaction of consumers testifies the fact that RSH - a 1st generation Indian company from Kolkata - now has a marked global presence in more than 25 countries including Africa, Middle-East and the SAARC countries. Its manufacturing excellence stems from the passion to create the best quality product. With two manufacturing units at Himachal Pradesh (Baddi) & one in Kolkata (West Bengal). RSH is capable of manufacturing high quality personal care products.
RSH provides the best quality product to the customers, depending on consistent quality improvement at every step of product development through international tools like Consumer Safety, 4P, 5S, HACCP, TPM, etc.
With a work force of 1500 employees across all departments, a presence of over 10 lakh retail outlets across the world and Distribution networks of 1000 in the country - RSH is constantly working towards its vision "empowering people to look better, feel better and do more”.
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