How The Ayurveda Co carving a distinct path in the Ayurveda wellness landscape

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

The Ayurveda Co. (TAC) has clocked 300% growth in the past 10 months. To date, TAC has raised Rs 100 crore in funding and plans to fundraise for another round in the next six months to facilitate further growth. The brand currently has over 120 stores spread across India with outlets in cities, including Mumbai, Bhopal, Indore, Delhi, Chennai and Bengaluru, among others.

In an exclusive interaction with Adgully, Param Bhargava, Co-Founder, The Ayurveda Co., speaks about the marketing strategies that the brand has employed to facilitate its growth, striking a unique balance between luxury and accessibility, the struggle to find the right talent and resources, and more.

What inspired the founding of your start-up, and what problem did you set out to solve?

The inspiration for founding our start-up was rooted in personal experience – a persistent skin allergy had plagued me for three years until the discovery of a simple Ayurvedic treatment brought an end to my suffering. Witnessing the transformative power of Ayurveda, I embarked on an extensive two-year research journey, leading to the establishment of Khadi Essentials in 2019. With the success of Khadi Essentials and a holistic growth vision in mind, we co-founded T.A.C. - The Ayurveda Company. Our aim was to not only offer effective Ayurvedic solutions, but to reintroduce Ayurveda as a comprehensive lifestyle choice for the millennial and Gen-Z demographics. This aspiration was driven by our belief in Ayurveda's potential to provide holistic well-being in the modern era.

T.A.C. has achieved a significant milestone by becoming India’s first start-up to secure seed funding from industry giants such as Wipro Consumer Care. This accomplishment serves as a testament to our dedication to merging tradition with innovation and our commitment to carving a distinct path in the Ayurvedic wellness landscape.

Could you provide an overview of your product/ service and their unique features or benefits?

Certainly, our products are centered around Ayurvedic wellness and beauty, with a focus on holistic well-being for the millennial and Gen-Z demographics. The unique benefits of our products lie in their ability to provide effective solutions while staying true to the principles of Ayurveda.

Our extensive range covers a variety of categories to comprehensively address your well-being:

Face
Hair
Lip Care
Body
Performance & Wellness
Makeup
Baby

How does your start-up differentiate itself from competitors in the market?

Our start-up stands out as a masstige brand, striking a unique balance between luxury and accessibility. Our distinction lies in providing top-tier Ayurvedic products that boast uncompromised quality while maintaining reasonable pricing. Each product we offer adheres to the highest standards, ensuring an exceptional experience for our customers without straining their budgets.

What truly sets us apart is our unwavering commitment to ethical practices. Our products proudly bear the distinction of being cruelty-free, as we abstain from testing on animals. Moreover, our offerings are meticulously curated to be toxin-free, reflecting our dedication to both your well-being and the environment.

A key aspect that distinguishes us is our receptivity to customer feedback. We highly value the insights of our customers, which drives us to continuously improve and innovate our product offerings. By actively engaging with our customers, we create a symbiotic relationship that enhances our offerings and ensures the utmost satisfaction.

In essence, our brand not only provides exceptional Ayurvedic products, but also embeds ethical considerations and customer-centricity at its core, elevating the experience we offer far beyond that of our competitors in the market.

What milestones has your company achieved so far, and what are your future growth plans?

Undoubtedly, our most cherished achievement lies in the overwhelming love and positive feedback we continuously receive from our valued customers. Their satisfaction serves as a testament to the unwavering commitment we have toward delivering exceptional products and experiences.

In addition, we’ve been honoured with several prestigious awards, with the most recent accolade being the title of ‘Beauty Startup of the Year’ by Entrepreneur India. This recognition further fuels our passion for innovation and excellence.

Our brand’s visibility has also been elevated through strategic partnerships and sponsorships. We are immensely proud to have served as the title sponsors for MTV Roadies, a platform that resonates with our target audience. Moreover, our association as sponsors at the Filmfare Awards 2023 reflects our commitment to aligning with platforms that celebrate creativity and excellence.

Looking ahead, our growth plans are ambitious and focused. We aim to expand our product offerings, tapping into new categories while continuously innovating within our existing lines. Geographical expansion and deeper penetration into both local and international markets also remain on our radar. Through strategic partnerships, relentless innovation, and an unyielding commitment to customer satisfaction, we're poised to continue our journey of remarkable growth and success.

How has the start-up evolved since its inception, and what challenges have you overcome along the way?

One of the biggest challenges I encounter is the lack of awareness about Ayurveda among people. Despite being an integral part of our lives, the modern healthcare industry has propagated the misconception that Ayurveda is slow and ineffective. Breaking through this stigma and dismantling the barriers that have been built over time to showcase the true power of Ayurveda is indeed a daunting challenge.

In today’s landscape, T.A.C - The Ayurveda Co., grapples with the rise of fake and counterfeit products flooding the market within just a year of the brand’s inception. While we’re soaring ahead at a rapid pace, the struggle to find the right talent and resources remains a significant hurdle. It’s a constant endeavour to match our growth with the right people and tools to keep propelling us forward.

In essence, overcoming these challenges requires a balanced blend of awareness-building, quality assurance, and strategic resource management. By focusing on these efforts, we aim to shape a more informed and empowered landscape while ensuring the authenticity and growth of our brand.

How does your start-up contribute to the industry or community you operate in?

Our brand takes great pride in its contributions to both the industry and the community it serves. We believe in fostering positive impacts that extend beyond our products and services.

In the industry, we bring a fresh perspective by infusing modern insights with the wisdom of Ayurveda. By doing so, we not only elevate the quality and effectiveness of our offerings but also inspire others to consider the harmony between tradition and innovation. Our commitment to authenticity sets a benchmark for ethical practices, encouraging transparency and trust within the industry.

What problem does your start-up solve?

Our start-up addresses the growing need for holistic wellness solutions by bridging the gap between ancient Ayurvedic wisdom and contemporary lifestyle demands, offering effective and authentic products that cater to the well-being of all.

How much funding has the company raised, and from which investors?

Total Funding: $16 million

Key Investors: Wipro Consumer Care Ventures, Sixth Sense Ventures, KajalAggarwal (Bollywood Actor), Trifacta Capital, Alteria Capital, Stride Venture, Aman Gupta - BoAt Audio

Who are your target customers, and how are you acquiring them?

Young & Restless India with a prime focus on GenZ and millennials.

What are the major challenges that the company faces currently?

We continually seeking the right talent as it fuels our growth. While we already have an impressive talent pool, we’re actively seeking additional individuals to join us in this journey.

What is the background and expertise of the founding team?

The founding team of our start-up brings together a diverse range of backgrounds and expertise, contributing to our multifaceted approach to success. Param Bhargava, our Founder & Managing Director, holds a BTech degree and oversees crucial aspects such as supply chain management, finance, and operations. His extensive experience in roles across various industries equips him with a comprehensive understanding of these critical functions.

Co-Founder & CEO, Shreedha Singh, holds an MBA from UBS Chandigarh, specialising in areas like online operations, e-commerce strategies, digital platforms, and marketing. With her corporate background in companies like Bombardier, Volvo Group, and DLF, she brings a wealth of knowledge to our team. Param’s corporate journey spans companies like Volvo, Atlas, and Metso.

Together, our team combines practical experience, academic excellence, and a shared commitment to our startup's mission, enabling us to navigate the complexities of the industry and deliver impactful solutions to our customers.

What is the company’s growth plan and vision for the future?

We aim to expand our product offerings, tapping into new categories while continuously innovating within our existing lines. Geographical expansion and deeper penetration into both local and international markets also remain on our radar. Through strategic partnerships, relentless innovation, and an unyielding commitment to customer satisfaction, we’re poised to continue our journey of remarkable growth and success. Our mission is to become the world’s largest and most loved Ayurveda brand by 2030.

How does the company measure success, and what are its key performance indicators (KPIs)?

The metric of success for our company encompasses several key factors, including the appreciation we receive from our valued customers, the level of customer satisfaction we maintain, and the sales growth we consistently drive.

What are the exit strategies for investors?

The exit strategies for investors primarily revolve around the possibility of an Initial Public Offering (IPO), ensuring that all stakeholders have the opportunity to realise substantial returns on their investments.