Mumbai: In a strategic move to strengthen its national presence and deepen its positioning in authentic Ayurveda, Amrutam, a distinguished Ayurvedic brand known for its classical, Ministry of AYUSH-certified formulations and a women-first mission, has announced its partnership with The Other Circle (TOC), a leading strategic communications agency.
Under this collaboration, TOC will spearhead Amrutam’s pan-India public relations and reputation management mandate, focusing on visibility, trust, and thought leadership across consumer and wellness audiences. The partnership aims to position Amrutam as the benchmark for ethical, evidence-based Ayurveda, where efficacy, transparency, and cultural authenticity converge.
Rooted in the philosophy “Health is Beauty,” Amrutam champions inner wellbeing over superficial fixes—a philosophy resonating deeply with post-pandemic consumer values. Unlike brands that commercialize or dilute Ayurvedic traditions, Amrutam adheres to classical Ayurvedic processes and texts, ensuring every formulation upholds centuries of proven efficacy.
As a passionate women-first brand, Amrutam offers specialized support across a woman’s entire physiological journey—from menarche to menopause. Its holistic ecosystem extends beyond products, encompassing community initiatives such as blogs, podcasts, and doctor consultations, designed to educate and empower women at every life stage.
Stuti Ashok Gupta, Co-Founder of Amrutam, shared, “Central to Amrutam’s model is our women-first approach, supporting holistic health across every stage of life. Beyond our formulations, we’ve built a trusted ecosystem rooted in education, consultation, and community. Guided by our belief that Health is Beauty, we continue to honour classical Ayurvedic wisdom while making it relevant and effortless for modern lifestyles.”
Aakanksha Gupta, Founder & CEO of The Other Circle, said, “Amrutam isn’t just a D2C success story—it’s a brand that makes wellness feel honest again. The $4.5 trillion global wellness industry may be booming, but it’s also battling a trust deficit. As an Amrutam consumer myself, I’ve experienced how their products go beyond beauty or quick fixes. They heal, they restore, they stay true to what Ayurveda really stands for. At TOC, we’re excited to bring our strategic rigour and storytelling to this journey to help make Amrutam the gold standard for authentic, high-efficacy Ayurveda, and to position Ayurveda not just as our heritage, but as the future of global wellness built on proof, purpose, and provenance.”
Alita D’souza, Group Head – Consumer & Lifestyle at The Other Circle, added, “What sets Amrutam apart is its fidelity to source. Every formulation is derived directly from ancient, time-tested Ayurvedic texts guaranteeing efficacy and integrity. This authenticity is matched by their ethical practices: PETA-certified, cruelty-free, and vegan. When coupled with a women-first mission that addresses complex, underserved health narratives, Amrutam isn’t just creating products—it’s creating trust.”
The collaboration will roll out a comprehensive communications campaign designed to educate consumers on the relevance of classical Ayurveda in modern life and to solidify Amrutam’s leadership in women-centric wellness. Together, Amrutam and TOC aim to elevate Ayurveda into the global wellness conversation—rooted in ethics, efficacy, and enduring care.
