Mumbai, 10th October 2026: Rooted in the everyday reality of women constantly navigating questions, choices and situations, Nihar Shanti Amla introduces ‘Shanti Se Poocho, a first-of-its-kind AI-led brand initiative that harnesses technology and deep human understanding to support women to take that ‘mazboot faisle’ with ease. Through this initiative, the brand introduces ‘Shanti’, a digital companion designed to be a trusted friend and confidante, offering guidance, reassurance and perspective to women. In doing so, Nihar Shanti Amla becomes one of the first brands to leverage AI as a means to create a reassuring presence for women, helping them feel heard and empowered in their everyday lives.
It is built on a human insight that women often seek advice from someone they trust and relate to – a safe space with no judgement. The initiative leverages AI to make this support accessible, personal and available at their fingertips. Trained on consumer psychographics and behavioural insights, Shanti has been designed to engage in warm conversations, enabling meaningful connections that go beyond the conventional chatbot experience. Nihar Shanti Amla believes that every strong woman is shaped by the strong decisions she takes through life. Shanti, the chatbot is designed to be a trusted companion in those moments, helping women navigate these decisions with greater confidence and clarity.
By harnessing technology in service of a deeply human need, the initiative reflects the brand’s commitment to creating solutions that add genuine value to consumers’ lives, helping build deeper brand love and affinity.
Speaking about the campaign Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “For generations, Nihar Shanti Amla has earned the trust of women by being a dependable part of their everyday lives. ‘Shanti Se Poocho is a natural extension of that legacy, reimagining the role of the brand from a hair care solution to a trusted companion that women can turn to for guidance, reassurance, and everyday support. By combining AI with deep consumer understanding, we are reimagining how the brand can create a more personal and meaningful relationship with consumers to strengthen trust, deepen affinity, and bring our brand purpose to life.”
With ‘Shanti Se Poocho’, Nihar Shanti Amla extends its role beyond haircare, evolving from a familiar presence in women’s lives to a supportive ally that helps them navigate everyday dilemmas and larger life choices with confidence.
The ‘Shanti Se Poocho WhatsApp bot’ allows consumers to interact with Shanti through a simple and familiar digital interface. By searching ‘Shanti Se Poocho’ on Google or messaging the number 9004002080 on WhatsApp, consumers can enter the WhatsApp experience and begin asking their questions, creating a seamless bridge to the digital world of Shanti. Shanti is equipped to cover a wide array of topic and areas of expertise such as education, entrepreneurship and haircare.
About Marico Limited
Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies operating in the global beauty and wellness categories. During FY2025-26, Marico recorded a turnover of 136.1billion (USD 1.5billion) through its products sold in India and chosen markets in Asia and Africa.
Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Saffola, Hair & Care, Parachute Advansed, Nihar Naturals, Mediker, Pure Sense, Coco Soul, Revive, Set Wet, Livon, Beardo, Just Herbs, True Elements, Plix, Cosmix and 4700BC. The overseas consumer products portfolio contributes to about 24% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Herbsindia, Purité de Prôvence, Ôliv, LASHE Superfood, Candid, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, Thuan Phat and Isoplus.
