Reliance Retail partners with Green Goose Design to introduce beauty and wellness brand
Puraveda represents a brand that merges purity with confidence and tradition with modern self-care.
INDIA – Green Goose Design (GGD), the creative design arm of The Communication Council (TCC), has partnered with Reliance Retail to develop the complete visual identity for Puraveda, a newly launched premium Ayurvedic beauty and wellness brand.
This collaboration is focused on creating a sustainable, Ayurveda-inspired brand identity that bridges India’s ancient wellness traditions with contemporary design aesthetics.
GGD played a pivotal role in the brand-building process across all consumer touchpoints, including naming the brand, designing its crest logo, and creating bespoke pastel-hued packaging.
At the core of Puraveda’s brand language is a custom-designed crest that incorporates four Ayurvedic elements: lotus, hibiscus, rose, and neem.
This move serves as a visual metaphor for Puraveda’s commitment to natural beauty rooted in wellness, tradition, and aspiration.
The soft packaging colours beige, peach, pink, yellow, and green, enhance this narrative, reflecting purity and confidence, tradition and modern self-care.
According to Reliance Retail, Puraveda represents a brand that merges purity with confidence and tradition with modern self-care.
Arjun Sawhney, Director at TCCGGD and an expert in luxury branding, said, “With Puraveda, we intended to craft a visual identity that bridges heritage and modernity.”
“The crest draws from the sanctity and richness of Ayurveda, while the pastel colour story introduces a refined, contemporary elegance.”
Meanwhile, this move comes after Reliance Retail recently acquired Kelvinator, an American home appliance manufacturer, for USD 18.6 million in a move designed to accelerate growth in India’s surging premium home appliances market.
This acquisition is regarded as a strategic step toward strengthening Reliance Retail’s leadership within the fast-evolving sector of consumer durables.
Reliance Retail aims to accelerate growth in key appliance categories, including washing machines, air conditioners, refrigerators and kitchen appliances.
The financial details of the transaction, while not officially disclosed by Reliance, were partially illuminated by Electrolux, which reported a gain of approximately ₹1,370 crore (USD 158.78 million) from the divestment of the Kelvinator trademark portfolio in India.
The full acquisition of the Kelvinator brand now grants Reliance complete ownership of the trademark, enabling it to exercise greater control over its strategic direction and product innovation.
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