Meet the Vatika Stronger Roots Champions:
Caught up in the trappings of a conventional career path in the corporate world and a materialistic society, Henika Patel was faced with a feeling of lost identity when her hair started falling out during treatment for malaria. Re-evaluating her life, she gave up the corporate world to go travelling and connected with a more natural path as she learned to listen to her body. Now a Yoga teacher, she has allowed her hair to grow naturally and hasn’t cut it since. For her, it has been an enlightened journey back to her roots, while cutting it represented trying to fit into a world in which she didn’t spiritually belong.
Marking an industry first, South Asian hair care brand, Vatika UK, is celebrating the beauty of real women and embraces gender fluidity with its Stronger Roots campaign to launch its new Multivitamin+ Hair Oil and Product Range – it’s the UK’s first multivitamin-infused hair oil range from the house of Dabur. Progressive and pioneering, the Stronger Roots campaign marks a game-changing moment in the lucrative South Asian beauty industry by celebrating real and authentic women and individuals through the challenges they have overcome, manifested through the strength of their hair as a metaphor for their own inner strength derived from their heritage and strong roots.
Five, remarkable individuals have come together for the campaign to tell their exceptional stories and celebrate the freedom that comes from overcoming their struggles and inhibitions and challenging socio-cultural convention and the status quo in order to be their natural selves. Personal victories are signified by stronger roots in the campaign, redefining traditional notions of beauty. The personal themes represented in the Stronger Roots campaign reflect defying gender stereotypes and career convention to follow your dreams; overcoming illness; embracing grey hair in an ageist and superficial world; and celebrating gender fluidity in a heteronormative society.