2010–2020
In January 2013, Sheetal Agashe was appointed the managing director of the company, having previously served as its chief executive officer since 2005. By May 2014, the company was exporting to Réunion and Singapore and manufactured most of its range with Aloe vera as the primary ingredient,[13] having secured a trademark for its trade name in October 2013.[14] In October 2016, the company's flagship brand was shortlisted as one of India's most trusted brands by the business analysis firm IBC InfoMedia.[15]
In July 2017, the company sponsored Vikram Phadnis's directorial debut, Hrudayantar (2017), starring Mukta Barve and Subodh Bhave, with its products being placed in scenes throughout the film.[16] In August of that year, the company's reported competitors were Patanjali Ayurved, Dabur, the Baidyanath Group, and the Himalaya Wellness Company.[17] In September 2017, the company was also part of a shopper marketing trade show in Navi Mumbai hosted by the Maharashtra Industrial Development Corporation.[18] In March 2018, the company was a brand sponsor for the Marathi edition of the Mirchi Music Awards.[19] In September of that year, the company further sponsored Femina magazine's Mrs. Stylista beauty pageant.[20] In December of that same year, the company was awarded an India's Most Admired Brand Award by the market research firm White Page India.
By April 2019, the company was sourcing locally produced raw material from drought-prone Solapur in Maharashtra, and its marketing strategy relied on celebrity endorsements, film and television product placements, and award show sponsorships.[16] In May of that year, the company's reported market share of Aloe vera on the Indian subcontinent was significant. In May and June of that same year, Malaika Arora endorsed the company's products in sponsored columns in Times Life,[21] followed by posts over social media that July.[22] In August of that year, the company's flagship brand was once again shortlisted as one of that year's most trusted brands in India from IBC InfoMedia,[15] and in December 2019, received a Promising Brand Award from The Economic Times,[23][15]
