Founded in 2019 by Hari Ram Rinwa in Jaipur, Rajasthan, Ashpveda is looking to redefine Ayurveda for the modern world. Headquartered in Jaipur, with additional operations in Mumbai and Bangalore, the company blends ancient Ayurvedic wisdom with contemporary scientific refinement to deliver authentic, luxurious, and eco-conscious beauty solutions. The idea behind Ashpveda was to preserve the authenticity of Ayurveda while presenting it with a global identity.
In a market filled with “herbal” and “natural” alternatives, Ashpveda stands apart by combining formulations from the Charaka Samhita with modern science, making Ayurveda both relevant and aspirational for today’s consumers. Branded as “The Absolute Ayurveda Perfected for Today,” the company is bridging tradition with innovation. With a strong team of over 60+ professionals specializing in product development, research, marketing, operations, and retail, Ashpveda has grown into a trusted name in Ayurvedic beauty and wellness.
The company’s product portfolio includes skincare and haircare essentials such as day creams, cleansers, Ayurvedic shampoos, conditioners, therapeutic oils, and premium gifting hampers. Ashpveda also addresses the B2B segment, offering customized gifting solutions, hospitality collaborations, and brand associations. Ensuring authentic sourcing, sustainable packaging, and timely delivery, it helps B2B clients overcome challenges of consistency, authenticity, and luxury presentation in Ayurvedic beauty products.
Operating on a hybrid business model, Ashpveda has a digital-first approach, with over 90% of sales coming from its own e-commerce platform and leading online marketplaces. Its offline presence includes exclusive retail experience stores in Jaipur (Mall of Jaipur, Vaishali Nagar, World Trade Park), Mumbai, and Bangalore. Globally, Ashpveda products are available through distributors in the UAE, Saudi Arabia, and Ukraine, with ambitious plans to expand into the USA, UK, South Africa, Netherlands, Greece, Fiji, Colombia, Sudan, Nigeria, Thailand, Cambodia, and Laos within the next two years.
Recognised for its quality and presentation, Ashpveda was the Official Gifting Partner for IIFA 2025 and is also the Beauty Partner for the upcoming film Crimson Red, further establishing its position as a premium Ayurvedic brand with global appeal. Despite its success, the company has faced challenges in creating awareness of authentic Ayurveda in international markets and maintaining sustainable global supply chains. However, its commitment to eco-friendly practices and global expansion continues to fuel growth.
With a customer base of wellness-conscious individuals aged 25–50 across India, the Middle East, and Eastern Europe, Ashpveda says that it appeals equally to men and women who value holistic self-care. Looking ahead, the company is set to launch new product lines, strengthen sustainability, and open more exclusive experience stores, continuing its journey of making Ayurveda a global symbol of beauty and wellness.
Medianews4u.com caught up with Hari Ram Rinwa founder Ashpveda
Q. Ashpveda was built on the belief that natural skincare must go beyond marketing claims. Therefore is authenticity in marketing activities done of paramount importance?
Authenticity at Ashpveda is not merely a marketing tactic; it is the foundation of the brand’s philosophy. The current consumers are extremely well-informed and expect transparency, reliability, and integrity from their chosen brands. We feel that skincare marketing needs to move past its reliance on promises and focus more on product formulation and effectiveness instead. Everything we do, from our product packages to campaigns and even conversations with customers, speaks to the reality of what our products can offer and who we are.
Q. Ashpveda aims to be more than just a brand; it aims to be a movement to celebrate and elevate the timeless wisdom of Ayurveda. How will this be reflected in marketing activities done in the coming months?
Ashpveda is looking to establish the beauty philosophy of Ayurveda, not as one that belongs to the past but as one that transcends time and is relevant to today’s consumer base. In the next few months, we aim to engage in more discussions surrounding Ayurvedic practices, ingredients, and the science in our products. Through this method of storytelling, educating our consumers about Ayurveda in their skincare routines would make the philosophy more accessible and desirable. At the same time, we will ensure that Ayurveda remains authentic to its roots.
Q. What marketing campaigns and innovations can we expect in the coming months?
Over the coming months, we can expect Ashpveda to adopt a more digital-first approach to campaign development, as well as more immersive beauty experiences and content-based storytelling. We are developing campaigns that not only promote our products but also educate our consumers about ingredients, skincare routines, and the philosophy of holistic beauty practices based on Ayurveda.
Moreover, personalisation will be another crucial aspect as we seek to make use of technology and artificial intelligence to develop a more meaningful relationship with our consumers. Our goal is to develop campaigns that are both informative and immersive.
Q. Ayurvedic beauty brands are shifting from traditional messaging to focus on authentic ingredients, mindful consumption, and premium in-store experiences. Will Ashpveda also follow a similar direction?
Of course. Customers nowadays make much more conscious decisions in terms of their beauty choices, and transparency, natural ingredients, and mindful consumption are what most appeal to them. Of course, all those characteristics are consistent with the ideology and strategy of Ashpveda.
However, we do not pay attention to any short-lived industry trends but stick to the real philosophy of Ayurveda that was at the foundation of our company’s products from the very start. It goes without saying that premium experiences, responsibility in sourcing ingredients, and authenticity in the product are crucial for us.
Q. Will digital drive the media mix or will traditional media like oprint, TV, OOH also play an important role?
We will always make sure that digital media channels remain integral parts of our media strategy due to the fact that they allow for a meaningful engagement with our target customers. Yet we strongly believe in the importance of an integrated media strategy in which traditional channels coexist with digital channels and play their own roles in building meaningful relationships with our target customers.
We understand how important it is to have an integrated approach to using print media, television, and OOH advertising when developing our marketing communication strategy.
Q. What shape will the influencer marketing strategy take through working with lifestyle creators?
Ashpveda, we consider ourselves storytellers and community builders first before promoters. For future influencer marketing at Ashpveda, we plan to engage only those creators who truly understand the core beliefs of the brand. We want to collaborate with creators who can help us build conversations regarding skincare and beauty routines, wellness practices, and a conscious way of living.
Consumers are now looking for credible information from people who know what they are talking about and have actually tried the product. Our future collaborations will be focused on engaging with such creators.
Q. How important will experiential marketing be through things like product trials?
The importance of experiential marketing cannot be overlooked in the beauty industry and specifically the skincare sector because today’s consumers are looking for ways to interact with their preferred products before buying them. Trials and interactions will help create a feeling of confidence and trust as well as a stronger emotional connection.
Sensory aspects such as texture, scent, and how a product feels when applied and used, among others, are highly influential in the skincare sector. As part of our experiential strategy, we will look to create meaningful opportunities for our audience to get to know the products better.
Q. The company sources all-natural herbs and ingredients directly from where they are cultivated in their optimal time of season. How does that give it an edge when it comes to product quality?
The quality of the components used in Ayurveda depends highly on the place and time of harvesting. In this regard, at Ashpveda, all our herbal and natural ingredients come from places where they naturally grow and during their most effective harvesting times.
This approach helps to protect their purity, potency, and efficacy while maintaining the consistent quality of our products. The right choice of such ingredients also enables us to exercise better quality control of the final products we manufacture, as well as stay true to the principles of Ayurveda.
Q. What role is AI playing in areas like reviving Charaka Samhita–based formulations once reserved for royalty and adapting them for modern consumers?
AI is becoming increasingly significant in aiding us to reconcile traditional Ayurvedic principles with innovation in a new age of technology. Although the philosophy of Ayurveda transcends time itself, technology makes it possible for us to understand how consumer tastes evolve and how they influence formulations.
Through the use of artificial intelligence, we will be able to tailor our products in a way that resonates with today’s consumers while still maintaining their authenticity. It also helps us understand the combination of ingredients and trends better.
Q. Are Gen Z and Gen Alpha’s views on Ayurveda different from their parents?
Yes, there is definitely a difference in the way the younger generation perceives Ayurveda as compared to their predecessors. Generally speaking, Ayurveda is seen as a healing practice and an integral part of healthcare, while the Gen Z and Gen Alpha generations discover Ayurveda in their skincare routines and beauty practices. They have become more conscious than ever about ingredients, sustainability, transparency, and convenience. In addition, today’s generation is looking for brands that are not only authentic but also relevant and engaging. Thus, there is no doubt that there is great potential for companies such as Ashpveda to introduce Ayurveda to today’s consumers.
Q. How important will the festive season be for Ashpveda?
The festive season is a very significant time for Ashpveda, where beauty, well-being, and gifting have an intimate connection. More consumers seek unique gifts that mean more than typical gifts. This is why it makes sense for us to promote unique beauty products with our brand that represent the wellness and experience aspect of gifting. Festive marketing campaigns also offer us an effective approach for building more emotional connections with our consumers. We believe the concept of gifting is gaining more importance among consumers these days, making the festive season very significant for us.
Q. Online will commerce integrations grow in importance?
Of course. Integrating commerce is getting more relevant than ever because modern consumers expect that their experience will be seamlessly integrated on all channels. Consumer journeys from discovering beauty products to purchasing have become significantly more connected, with consumers freely moving around various websites, content channels, and offline locations.
That is why it becomes crucial for brands to create integrated consumer journeys that are more cohesive and less friction-filled. At Ashpveda, we believe that commerce integration allows brands to engage consumers more effectively and intuitively.
Q. Ashpveda has established a presence across India, the Gulf Cooperation Council, and North America. The plan is to now expand further into new global markets. Could you elaborate on the growth strategy and the big challenge?
Our strategy revolves around introducing the genuine Ayurvedic beauty products to a wider base of consumers across the globe, while at the same time considering the needs of each new market. We are expanding our reach within the existing markets, including India, GCC, and North America, and at the same time, we are looking for new prospects overseas. The challenge that we face here is in striking a balance between localisation and maintaining uniformity, since each market has its own distinct demands of the consumer and other factors like regulations.
