DR.Rashel, a rapidly growing skincare brand in India, launched Grippy Soap, touted as the country's first soap designed for improved grip, at the Flipkart Glam Up Fest 2026 in Delhi. The product addresses the common issue of soap slipping from wet hands.
Campaign and Positioning
Launched under the campaign 'Haath Se Na Fisle' (Don't Slip from Hands), Grippy Soap combines a grip-focused design with premium skincare benefits. It is a Grade 1 soap with 76% Total Fatty Matter (TFM), offering superior cleansing while maintaining the skin's natural moisture balance for up to 24 hours. The soap is toxin-free, 100% vegan, and enriched with natural ingredients.
Variants and Skincare Benefits
Available in four variants—Orange, Kashmiri Lavender, Sandalwood, and Jasmine—the range aims to cleanse the skin and address concerns such as dryness, pigmentation, and uneven skin tone.
Launch Event Response
The launch attracted beauty influencers and skincare enthusiasts from across the country. Interactive demonstrations allowed visitors to experience the product firsthand. Many praised the brand for turning a simple inconvenience into a meaningful innovation. The campaign tagline 'Haath Se Na Fisle' quickly resonated with attendees, and influencers highlighted the product's unique combination of functionality, premium quality, and skincare benefits.
Founders' Statements
Pravin Bera, Co-Founder of DR.Rashel, said: 'Innovation starts with understanding consumer needs. Grippy Soap was created to solve a simple but common problem while delivering the premium skincare experience consumers expect from DR.Rashel.'
Devji Hathiyani, Co-Founder of DR.Rashel, added: 'Grippy Soap is not just India's First Soap Built for Better Grip; it is also a Grade 1 soap with 76% TFM, natural ingredients, and targeted skincare benefits. It reflects our commitment to quality, innovation, and consumer value.'
Setting a New Standard
With Grippy Soap, DR.Rashel strengthens its position as an innovation-led beauty brand. The product combines grip-focused design, Grade 1 quality, 76% TFM, toxin-free and vegan formulation, and natural ingredient-based skincare benefits, redefining consumer expectations for everyday soap.
About DR.Rashel
Founded by Pravin Bera and Devji Hathiyani, DR.Rashel Beauty Elixirs has become a leading Indian beauty and personal care brand. It offers a diverse portfolio spanning skincare, haircare, and personal care products. With a strong presence in retail stores, e-commerce platforms, and international markets, DR.Rashel makes quality beauty solutions accessible to millions. Guided by its philosophy 'Life is BeYOUtiful,' the brand remains committed to innovation, quality, and value for modern consumers.
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