RSH Global Under The Flagship Brand JOY Forays Into Their First Purpose Led Brand Initiative With ‘Joy Sensitive’ - A Personal Care Range For The Sensitive Skin Of Acid Attack Survivors - GADGET-INNOVATIONS

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RSH Global Under The Flagship Brand JOY Forays Into Their First Purpose Led Brand Initiative With ‘Joy Sensitive’ - A Personal Care Range For The Sensitive Skin Of Acid Attack Survivors

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~ RSH Global - a home-grown FMCG major and owners of personal care brands such as ‘Joy’, ‘X-Men’ and ‘Karis; exports to 25 countries in Africa, West Asia and South Asia, SAARC region; aims to double its turnover by 2022-23 to Rs 1000cr

~ JOY Sensitive range & its campaign ‘Skin of Courage’ is manifestation of the purpose of the brand that is to ‘Make good quality product accessible to all at an affordable price’

~ One of the key initiatives of the campaign aims to start off a nationwide employment drive for acid attack survivors by associating with an NGO

~ To amplify this purpose led brand initiative, the brand has tied up with the Bollywood movie ‘Chhapaak’ to drive awareness about the specially crafted product for sensitive skin of acid attack survivors

 Unveils ‘Skin of Courage' Campaign


RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.


The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin.  Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. 


These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”

It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”

RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.



Mumbai, Jan 8, 2020



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