Kara in Greek means pure, pristine, innocent and unblemished beauty and is an outcome of the in-house research and development at the Aditya Birla Centre for Science and Technology, Taloja, Maharashtra near Mumbai.

The market for wet wipes is mature in Europe, US, China, Japan and West Asia. In India, this market is gradually picking up with changing lifestyles and the fast pace of life among the young and upwardly mobile population with higher disposable income. Kara skincare wipes fills up the lacuna in this segment as there is lack of availability of quality products at appropriate price points in the Indian market. Kara is readily available pan India at superstores, cosmetic and chemist outlets and modern retail.