The Ayurveda Co. (TAC) proudly stands as India’s pioneering Ayurvedic omnichannel FMCG Brand, boasting an expansive targeted addressable market (TAM) in an industry with a current valuation of approximately $30 billion and a compound annual growth rate of 25%. Focusing on price point identification and developing solution-oriented products tailored for millennial and Gen-Z consumers, TAC strives to encourage the younger demographic in India to embrace Ayurveda. The brand has wholeheartedly embraced a content-driven and digital-first strategy to cater to this growing consumer base.
The genesis of The Ayurveda Co. stems from the amalgamation of two diverse ideologies – one steeped in traditional medical intervention and the other rooted in effective Ayurvedic practices. Shreedha Singh, co-founder of TAC, conveyed the genesis of their brand, elucidating how it melds two distinct wellness ideologies. Param Bhargava, her co-founder with a background in the medical field, and her mother, an ardent supporter of traditional Ayurveda, were influential in inspiring the brand’s inception. Singh emphasised their motivation, driven by personal experience with Ayurvedic remedies effectively treating her chronic skin condition, sparking their mission to democratise such impactful products.
Reflecting on the brand’s remarkable journey, Param Bhargava, founder of TAC, highlighted significant milestones, including securing seed capital from industry giant Wipro Consumer Care Ventures. However, amidst these triumphs, the brand faced challenges, notably encountering counterfeit product replication within a year of its establishment. Bhargava also acknowledged the hurdles in acquiring suitable talent and resources amid rapid expansion.
Looking forward, TAC is committed to a sustained trajectory of growth and progress as it approaches its Series A funding round. The brand aspires to establish a comprehensive Ayurvedic ecosystem, catering to diverse consumer needs across skincare, haircare, body care, baby care, beauty, makeup, wellness, and performance categories, both online and offline.
Customer-centricity remains the cornerstone of TAC’s ethos, exemplified through multifaceted customer engagement via email, SMS, social media, and tele-calling. The brand’s exceptional growth has been underpinned by a swift customer service approach, which has enabled efficient delivery timelines since its inception. The company attributes its success to a robust team of young, dynamic industry leaders possessing comprehensive knowledge across all departments. This internal synergy facilitates effective communication, enabling strategic planning of promotional offers, campaigns, and direct engagement with the target audience.
