With the launch of Ayush in 2002 HUL entered ‘Ayurvedic Health Care & Personal Care’ segment. Ayush range offers: shampoos, hair oil, skin cream, soap and nutritional supplements. Recently Ayush has also launched ‘Ayush Therapy Centres’ to provide personalized advices and consultation to the consumers. The consultation services includes not only beauty and skin care but also stress relief, aches and pain relief and weight reduction solutions.

The target segment for the brand is traditional Indian middle class specially women. The brand is positioned as: ‘ayurvedic ki surakhsha sabut ke saath’ i.e. ‘ayurvedic protection with scientific proofs’. A famous Ayush ad shows traditional Indian bahu or daughter-in-law adjusting with everything in her in-laws place but not with beauty cares and asks for Ayush and ultimately succeeds to convince even her mother-in-law to use Ayush – this is perfectly in tune with target segment and positioning of the brand. The tagline of the brand reads: ‘Asar Shuru Adjustment Bandh’ i.e. ‘Adjustment ends when the actions starts’.