Mumbai: The Ayurveda Company (T.A.C.), which works in the Ayurvedic lifestyle sector has expanded into the general trade market with the pan-India launch of TAC Bharat. The aim is to make Ayurveda’s wisdom accessible to a broader audience, especially in areas underserved by online retail and emerging Bharat. TAC Bharat, the new general trade vertical, is designed to bring T.A.C.’s blend of traditional ayurvedic knowledge and modern innovation to more consumers nationwide said the company.
T.A.C. said that it is an early mover among the D2C brands to venture into general trade. It has already set up a strong offline team to ensure a robust presence in the retail channel, enhancing brand visibility and customer engagement. By venturing into general trade, T.A.C. aims to increase its market reach, particularly in the rapidly urbanising tier 2/tier 3 towns, recognising the unique opportunities these areas bring. This move is not just about expanding T.A.C.’s geographic footprint; it’s about deepening the connection with diverse consumer segments and understanding their preferences and needs.
T.A.C founder Param Bhargava said, “Our general trade expansion line, TAC Bharat, is a step forward towards our goal of making ayurveda’s timeless wisdom available to all. The name ‘TAC Bharat’ embodies our commitment to growth and new opportunities in India’s rising towns, mirroring the dreams of its young people.” The product designs are aligned with our distribution model, ensuring success in these markets. This channel will enable us to achieve profitability by FY 2025.”
T.A.C chief advisor Sanjiv Gupta said, “The Ayurveda Company stands at the helm of the ‘Modern Ayurveda’ movement. This general trade expansion line is a reflection of the same. Our target is to reach 50K touchpoints by Diwali 2024, supported by media and BTL activations & building an entire network on the cash & carry model.”
T.A.C has also strengthened its leadership team and appointed Mukund Raut as head of marketing. He was with Nestle for over six years.
The offline team at T.A.C, is headed by VP Shekhar Singh. He has 32 years of experience in establishing offline businesses at companies like VLCC, Henkel, Cargill and Coca-Cola. He leads the team in developing the entire front end. This development includes the strategic appointment of over 100 stockists and more than 800 distributors within the calendar year, leveraging their substantial sales experience.
T.A.C. said that it anticipates that this expansion will significantly contribute to its growth, marking a new chapter in its journey of blending traditional ayurvedic practices with modern lifestyle needs. Plans to launch more products and expand the product line are also in motion in summer.
