Brands
Kaayu Rituals launches preventive wellness brand in India
Founder Preeti Choudhary brings 18 plus years of pharma regulation expertise to ritual-led self-care lineup on 26 February 2026.
MUMBAI: Self-care just got a serious upgrade because in a world running on fumes, sometimes you need more than a quick bubble bath to keep the tank from hitting empty. Kaayu Rituals, a new ritual-first wellness brand founded by Preeti Choudhary, is set to make its official debut in India on 26 February 2026 at Bikaner House, Delhi, with pan-India availability rolling out shortly after. Drawing its name from “Kaaya” (body) and “Ayu” (life), the brand pushes a structured, preventive approach to daily wellbeing think guided routines rather than random pamper sessions aimed at heading off stress, hormonal wobbles, and burnout before they snowball.
Choudhary, with over 18 years in regulatory affairs, pharmaceuticals, microbiology, and quality assurance, channels her global experience from UK-based Pro-Business Consulting Limited (PBC) into formulations that blend natural ingredients with science-backed rigour. The result? A lineup that treats self-care with the seriousness usually reserved for medtech and pharma compliance safety, transparency, and efficacy front and centre.
The initial offerings cover four pillars:
- Inner Wellness (targeting hormonal balance and inner equilibrium)
- Root & Rise Hair Care
- Glow & Radiance Skincare
- Functional Herbal Teas
Each comes wrapped in guided rituals designed to make consistency feel doable, not daunting slowing down the daily grind just enough to let intention take the wheel.
“Ayurveda has always believed in balance and prevention,” Choudhary said. “My background in regulatory science has taught me the importance of safety, validation, and responsibility. Kaayu Rituals bring these two worlds together ancient wisdom guided by modern standards so that self-care feels both rooted and reliable.”
No flashy one-off indulgences here, the pitch is practical, everyday discipline grounded in empathy and evidence. As conversations around mental load, hormonal health, and proactive care keep gaining traction, Kaayu Rituals steps in to turn vague “me-time” into something structured, stigma-free, and actually sustainable.
Whether you’re burnt out from the hustle or just curious about levelling up your baseline wellbeing, this launch could be the nudge that makes daily rituals feel less like a luxury and more like smart maintenance. Mark your calendars for 26 February, the wellness conversation in India just got a little more intentional.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
