A Study on Consumer Awareness of Kara Skincare Wet Wipes

Abstract

The Aditya Birla Group introduces Kara - skincare wipes for the first time across India. The Kara range includes refreshing, sunscreen, deep pore cleansing, toning, makeup removal and moisturizing wipes for a complete skincare regime. Compactly packaged and moistened Kara skincare wipes gives a hygienic, convenient and effective skincare solution to the consumers on the go. These wipes are easy to carry and use. They are highly effective with unique formulations having natural ingredients that nourish the skin. They are alcohol free and dermatological ally safe. Kara is made from Birla Cellulose, a fibre that is 100 percent natural and biodegradable. ‘Kara’ in Greek means pure, pristine, innocent and unblemished beauty and is an outcome of the in-house research and development at the Aditya Birla Centre for Science and Technology, Taloja, Maharashtra near Mumbai. The market for wet wipes is mature in Europe, US, China, Japan and West Asia. In India, this market is gradually picking up with changing lifestyles and the fast pace of life among the young and upwardly mobile population with higher disposable income. Kara skincare wipes fills up the lacuna in this segment as there is lack of availability of quality products at appropriate price points in the Indian market. Kara is readily available pan India at superstores, cosmetic and chemist outlets and modern retail.