Brands
indē wild gets wild with Ishaan Khatter
MUMBAI: Luxury ayurvedic beauty brand indē wild, spearheaded by startup entrepreneur Diipa Büller-Khosla, today announced a brand endorsement partnership with film personality and youth icon Ishaan Khatter.
The reason, according to Diipa is that Ishaan Khatter, as indē wild’s first-ever male brand ambassador, embodies the brand’s core values. His youthful vitality, international appeal, and artistic sensibility resonate deeply with the brand’s forward-thinking identity.
The campaign launches globally this month, featuring the inde wild Champi hair oil and Dewy Lip treatment—products that have already garnered significant attention in the clean beauty category. The campaign’s imagery moves beyond conventional advertising, presenting a sophisticated and evocative exploration of self-care. The visuals reimagine self-care rituals with a contemporary minimalist aesthetic, skilfully blending sensuality and strength. The overarching message emphasises intentionality, showcasing grooming rituals that seamlessly integrate effortless ease with inclusive and holistic self-care practices.
The TVC centers on Ishaan Khatter, presenting him as the embodiment of the female gaze, and redefining male grooming within a contemporary context. The intimate and minimalist aesthetic emphasises texture—bare skin and the Champi hair oil—with the product’s circular bottle becoming a natural extension of Khatter’s persona. These images seamlessly capture moments of reflection, movement and playful spontaneity.
An elated Diipa Büller-Khosla who launched indē wild three years ago states, “As we celebrate our launch in Sephora UK and prepare for our US debut, we’re not just expanding our retail presence—we’re amplifying our mission of inclusive beauty rooted in south Asian heritage. This campaign is a testament to our commitment to challenging outdated beauty norms.. Through this partnership, we’re showing the world that ayurvedic beauty rituals are universal, genderless, and ready for their global big moment.”
Ishaan Khatter shares his personal connection to the Champi ritual, stating, “It’s a deeply rooted tradition, and something I fondly remember from childhood, like countless others. Balancing self-care with a busy schedule can be tough, but indē wild has helped me rediscover this ritual. It’s more than just a product; it’s a way to reconnect with myself. I love that these products aren’t just cosmetics but tools for holistic self-care accessible to everyone, regardless of gender.”.
Hailing from a background rooted in ayurvedic principles through family heritage, and with a mother who is an aurvedic practitioner and dermatologist, it was a natural progression for Diipa to recognise the importance of combining ancient practices with modern-day wellness and clean science earlier on in her life.
indē wild is a proud Ayurvedistry brand – a term which has been trademarked to recognise how the brand represents a fusion of ancient Indian wisdom and modern-day science. Its approach combines Ayurvedic practices with biochemistry to create products that are both effective and culturally significant.
indē wild s journey from a self-funded Indian beauty startup in 2022 to a multi-million-dollar empire collaborating with global establishments today serves as a testament to the growing global interest in holistic Indian beauty practices and products.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
