MUMBAI, July 20 -- As the personal care space heats up with new-age D2C brands amid changing consumer behaviour, legacy player Himalaya Wellness is rewriting its playbook. From prioritizing digital-first marketing to rolling out purpose-led campaigns and innovating around convenience, the brand is taking bold bets. In a conversation with Mint, Ragini Hariharan, marketing director- personal care and hygiene, Himalaya Wellness, discusses the company's digital shift, its evolving influencer strategy, Women's Premier League-led brand storytelling, and the long runway for growth in existing categories. Edited excerpts:

The category is growing in double digits, and we're tracking broadly in line with that across most skincare segments. In some...