The story of Medimix begins in 1969, rooted in the modest kitchen of Dr. Valiparambil Padmanabhan (VP) Sidhan, an allopathic doctor serving the Indian Railways. Born into a family of Ayurvedic practitioners from Thrissur, Kerala, Dr. Sidhan witnessed the persistent skin ailments plaguing railway sanitation workers, who labored without adequate protection. Drawing from his ancestral knowledge, he transformed a traditional viprathi oil—long used by the Cholayil family to treat skin disorders—into a revolutionary green bar soap. This humble innovation, crafted with his wife, marked the birth of Medimix, a brand that would grow to become India’s largest-selling handmade Ayurvedic soap and expand to over 30 countries.
A Prescription Born from Compassion
Dr. Sidhan’s initial motivation was not commercial but compassionate. Treating workers exposed to harsh conditions, he found that conventional medicine often failed due to inconsistent usage. Leveraging his Ayurvedic heritage, he blended 18 herbs into a soap formula, initially prescribing it to his patients. Word-of-mouth praise soon spread, prompting him to scale production in the early 1970s from a small rented space in Perambur, Chennai, with just one employee. Marketed as a prescription product with the tagline “doctors prescribe,” Medimix gained traction, particularly in pharmacies, laying the foundation for its reputation as a natural skin care solution.
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Early Struggles and Resilience
The brand’s early years were fraught with challenges. Its unique red and black packaging, unconventional for Ayurvedic products, set it apart but also posed an identity struggle in a competitive market. The labor-intensive handmade process limited scalability, and production remained modest. A significant setback came in the early 1980s when a major labor strike forced the closure of the Chennai factory. However, production persisted at other units, and work resumed in 1983 with the entry of Dr. Sidhan’s son-in-law, AV Anoop. The Madhavaram plant opened in 1984, marking a turning point. The family business later split into Cholayil Private Limited, led by Dr. Sidhan’s son Pradeep Cholayil, and the AVA Group, managed by Anoop, navigating internal divisions while maintaining the brand’s integrity.
Turning the Tide with Innovation and Quality
Medimix’s commitment to its handmade process became its strength. Unlike most soap manufacturers relying on refinery-derived granules, Medimix used pure oils—coconut, palm, and castor—mixed with herbal extracts and stirred in stainless steel cauldrons over eight days. This labor-intensive method, supported by a workforce where over 60% are women, ensured superior quality, retaining natural glycerine and Ayurvedic efficacy. The brand’s resilience shone through as it weathered competition, with its classic green bar becoming a staple in Indian households and hotels, prized for its affordability and effectiveness against acne, odor, and rashes.
Highlights of Growth and Modernization
Dr. Sidhan’s passing in 2011 saw Pradeep Cholayil take the helm, steering Medimix to a Rs 200 crore turnover. The brand expanded beyond soap into face washes, body washes, moisturizers, shampoos, and hygiene products, all rooted in Ayurveda. A pivotal shift came with the next generation—Lasakan Cholayil, Dr. Sidhan’s grandson, joined in 2015 and boosted revenue to Rs 300 crore by 2021-2022 through online sales and new product launches. To appeal to younger audiences, Medimix repositioned itself with the “Get SkinFit with fast-acting Ayurveda” campaign, featuring Parineeti Chopra, and later “Skinfit Raho, Manmarziyaan Karo” with Katrina Kaif, designed by Mullen Lintas. The appointment of Anupam Katheriya as CEO in 2023 aims to push the brand toward a Rs 1,000 crore turnover, enhancing its multichannel presence.
Success Factors and Global Reach
Medimix’s success lies in its unwavering commitment to Ayurvedic heritage, quality craftsmanship, and adaptability. Its paraben-free, cruelty-free products, highly rated on platforms like Amazon, resonate with global demand for natural care. The brand’s export to over 30 countries, including the USA, Malaysia, and Ghana, reflects its international appeal. Despite a competitive Rs 13,000 crore market, Medimix’s diversification into brands like Cuticura and Krishna Thulsi, alongside a loyal customer base, has solidified its position. Lasakan’s early exposure to global markets and his grandfather’s farm-inspired connection to herbs further fuel its evolution.
From a railway doctor’s kitchen cure to a global Ayurvedic powerhouse, Medimix’s journey exemplifies how innovation, resilience, and family legacy can transform challenges into triumphs, inspiring generations worldwide.