India is leading in sales of natural personal care products, reports Livemint. Sales of personal care products made of natural, herbal and ayurvedic ingredients are growing 1.7 times as fast as the overall market, according to a Nielsen report.

In a report titled “But Naturally!”, Nielsen said the naturals make up 41% of India’s personal care products market by sales and is valued at Rs18,500 crore, according to Livemint.

The report identified core natural brands – whose entire brand proposition in a ‘natural’ one – as leading the growth of the category.

To read more about the report click here.