Based in Cholayil, Kerala, Anupam Katheriya will lead the company’s growth and diversification initiatives across its portfolio of brands. Cholayil sells brands like Medimix soap, Cuticura talcum powder, and Krishna Thulasi.

Medimix is a herbal Ayurvedic soap that has been used in India for generations. It is made from a special blend of 18 herbs and oils that are believed to be beneficial for the skin. This soap is known for its strong antibacterial properties, making it useful in treating common skin conditions such as acne, eczema, and psoriasis. It is also known to help improve the overall complexion of the skin. Medimix is available in both bar and liquid forms. 

The medimix bar soap is a green bar with a herbal scent, while the liquid soap is a clear liquid that lathers well and has a mild scent. Many people in India prefer to use Medimix soap due to its unique Ayurvedic properties, as well as its affordability. Medimix soap can be found in almost any store in India, as well as online.

The soap is also known for its long shelf life and its ability to replenish the natural oils in the skin. Despite its popularity, it is important to note that Medimix soap should not be used by those with sensitive skin, as it may cause irritation

Soap maker Medimix Cholayil Private Ltd on Tuesday announced the appointment of Anupam Katheriya as CEO of the company. Katheriya has over 20 years of experience in the consumer goods industry, having worked for consumer goods companies such as Heinz, Nestle, and Emami.

Cholayl Pvt sells brands like Medimix soap, Cuticura talk power, Krishna Thulasi, etc. Besides soaps, the Company’s product categories include facial cleansers, body washes, body lotions, talcum powder, and deodorants.

Katheriya’s appointment aims to achieve a turnover of Rs 1,000 crore over the next four to five years.

We at Cholayil have always focused on building teams that bring in fresh perspectives and help us push the envelope of how we think about our business today from a family-run business to a professional one. We welcome Anupam onboard to lead Cholayil and our illustrious portfolio of diverse brands,” said Pradeep Cholayil, Chairman and Managing Director, of Cholayil Private Limited.

Katheriya will help the company grow its omnichannel brand presence. Katheriya is an alumnus of IIM Ahmedabad and Delhi Engineering College.

We aspire to achieve a ₹1,000 crore turnover in the near term for which we are investing in our brands, people, processes, and infrastructure. Anupam will enable the growth by identifying the right financial sources and leading business transformation,” Cholayil said.

Cholayil has strong equity and base in Ayurvedic and natural products and has the potential to scale up as we contemporize our offering further and reach out to newer segments,” Katheriya said.

Cholayil products are sold in over 35 countries. The company has a manufacturing joint venture in Kenya.