MUMBAI; Emcure Pharmaceuticals has recruited Bollywood star Vidya Balan as the face of its expanded Arth wellness range, marking the company's strategic entry into the daily supplements market.

The Pune-based pharmaceutical firm is leveraging its women's health expertise to launch products that blend traditional Indian herbs with modern science.

Balan will headline campaigns for three flagship products: Intimate Care for feminine hygiene, Sleep Support Gummies for rest quality, and Brain Fog Aid for cognitive function.

"Women are the backbone of families and communities, yet their health often takes a backseat," said Balan. "True empowerment begins with good health, and I hope to inspire women to prioritise themselves through informed choices."

The collaboration aims to break taboos around women's health issues, particularly those considered sensitive or rarely discussed in public forums.

Namita Thapar, whole-time director at Emcure Pharmaceuticals, praised Balan's credentials for the role: "We are excited to partner with Vidya, as she is bold, authentic, and truly embodies what our brand stands for. As a strong advocate for women's health, she is known for speaking her mind."

Emcure, which operates in more than 70 countries including Europe and Canada, has previously focused on menopausal health products. This expansion broadens its wellness portfolio with solutions targeting everyday health concerns.

The company's decision to enter the supplements space comes amid growing consumer interest in preventative health measures and holistic wellbeing solutions, particularly products addressing specific women's health needs.

The new Arth range is available nationwide and through the brand's dedicated website.