Meet the Vatika Stronger Roots Champions:
Female power-lifter Karenjeet Kaur Bains is the first British Sikh female to represent Great Britain in the sport – three-time All England Champion; two-time British Champion; and 2019 Commonwealth Champion. She has defied cultural and gender stereotypes by competing in a male-dominated sport. Uninhibited by societal perceptions that associate weightlifting with masculinity, Karenjeet believes strong is beautiful. An injury at 19, nearly ended her sporting aspirations but the roots of her strength were family and heritage, helping to bring her back even stronger. In her sport it's always been important to keep her hair well looked after. She takes pride in her hair and keeps it long because, for her, it's a representation of her culture and heritage. She also balances her sporting life with a corporate career. Karenjeet champions women to be whatever they want to be – if she can do it, anyone can.
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.