Startup Originals Team
Namita Thapar, Executive Director at Emcure Pharmaceuticals and a familiar face from Shark Tank India, has launched a new wellness supplement brand called Arth. To amplify its debut, she has brought on board cricket legend Mahendra Singh Dhoni as the brand ambassador, signaling her serious intent to make Arth a trusted name in the wellness segment.
Arth by Emcure: A New Chapter in Wellness
Thapar’s move to launch Arth represents a pivot from her long-standing work in pharmaceuticals into the consumer wellness space. Arth is positioned as a D2C supplement suite curated personally by her, designed for both men and women.
In her Instagram announcement, Thapar expressed:
“As I turn founder with my supplements brand Arth … I couldn’t ask for a better brand ambassador than MS Dhoni! His core values of integrity & excellence are exactly what our brand stands for.”
She has framed Arth as a brand deeply invested in women’s health, aiming to bring focus and conversations to health topics that often go undiscussed in many households.
MS Dhoni’s Role & Symbolism:
The selection of MS Dhoni as Arth’s face carries both marketing and symbolic weight. Thapar has emphasized that Dhoni’s attributes, integrity, excellence, leadership, align with the principles Arth seeks to embody.
Dhoni, in public statements tied to the Arth campaign, has also highlighted how many health issues faced by women are often overlooked or ignored within families. His voice, combined with his national stature, is expected to lend Arth credibility and push it into public awareness faster.
Strategic Moves & Market Positioning:
- Arth marks Thapar’s first consumer wellness brand, expanding Emcure’s presence beyond prescription medicines into over-the-counter supplements.
- The brand is being launched with dual focus, men’s wellness and women’s health, though a strong emphasis is being placed on the latter, especially issues like hormonal health, menopausal support, and general wellness.
- In doing so, Arth seeks to break societal taboos and normalize conversations about women’s health, particularly in areas that are often stigmatized or ignored.
