Ayuvya was founded in 2020 by Astha Jain, Pawanjot Kaur, and Tanishk Pandey. From a vision to bring authentic Ayurvedic remedies to the world, the brand emerged from a personal health journey. With its headquarters located in Hauz Khas Village, New Delhi, the company currently boasts a team of over 75 dedicated employees.
The inception of Ayuvya started when one of the founders Pawanjot Kaur was diagnosed with Eczema and Psoriasis. Frustrated by the chemical-based treatments available in the market, Pawanjot embarked on a spiritual journey to Varanasi, where she was miraculously cured by a Vaidya using traditional Ayurvedic remedies. Inspired by her healing experience, she teamed up with her college friend, Astha Jain, to create Ayuvya. Astha Jain assumed the role of CEO & Founder, Pawanjot Kaur took on the role of CTO & Co-Founder, and Tanishk Pandey joined as CMO & Co-Founder.
Committed to providing 100% Ayurvedic products that address critical gaps in the wellness market, the brand focuses on fulfilling the unmet needs in the Ayurveda market. The brand focuses on bringing out innovative products like iGain+, a branded weight gainer that ensures the benefits of Ayurveda to a broader population, including those in Tier 2, 3, and 4 cities.
Ayuvya offers a comprehensive range of wellness, health, and skin care products, establishing itself as a Direct-to-Consumer (DTC) brand. The company’s flagship product, iGain+, is a pioneering weight gainer tablet which positions the brand as a leader in the branded weight gainer segment. Additionally, the brand maintains a strong online presence through its website and major online marketplaces such as Amazon, Flipkart, Meesho, Snapdeal, JioMart, and Shopclues, and is expanding into Quick Commerce platforms.
Over the years one of the major hurdles Ayuvya faced was shifting the fixed perception of immediate results offered by conventional medicine. Many individuals were hesitant to embrace Ayurveda’s slower-acting, yet natural and long-lasting approach. To address this, the brand embarked on extensive educational initiatives to build trust and encourage a shift towards these alternative solutions by clearly communicating the benefits and responsible use of Ayurveda. These initial challenges significantly shaped Ayuvya’s approach to the market.
Looking ahead, Ayuvya has set an ambitious target of reaching ₹500 crores in revenue within the next three years. The brand is actively working to expand its offline presence by distributing products through various chemists and stores. Today, Ayuvya’s reach spans PAN India, with a significant focus on Tier 2, 3, and 4 cities, catering to an age group of 18-50 years and both male and female customers. By continuously delivering high-quality Ayurvedic products and expanding its reach, the brand aims to become a prominent name in the wellness industry who are committed to enhancing the well-being of its customers through the timeless wisdom of Ayurveda.
Ayuvya is currently targetting Rs. 120 crore in revenue for FY27, backed by consistent growth, expanding product categories, and a focused approach towards preventive healthcare. With plans to diversify into segments such as children’s nutrition and chronic condition management, the brand is strategically aligning itself with the rising consumer shift towards holistic wellness solutions.
MediaNews4U.com caught up with Pawanjot Kaur, Co-Founder, Ayuvya
Q. Could you talk about the market gap that existed that led to the formation of Ayuvya?
Ayuvya was created in response to a gap in the wellness industry. Conventional Ayurvedic companies had been trusted for decades but were sometimes unclear regarding their formulation processes and ingredients. Contemporary wellness companies, on the other hand, while being good at communicating through marketing, sometimes had products whose formula did not correspond to their claimed effectiveness.
In this way, we have observed an increasing number of people interested in finding natural yet effective solutions and being more open to learning about them and their ingredients. Thus, Ayuvya is designed to unite these two concepts.
Q. Ayuvya has remained a completely bootstrapped company since its inception. What is the challenge and advantage of going this route as opposed to tapping venture funding?
Bootstrapping has helped develop discipline and a forward-looking mindset at Ayuvya. All decisions are made on sustainable growth, efficiency, and benefit for customers instead of the pressure to grow fast. This allowed us to reach great financial results while staying in full control over our company’s direction and development plans. At the same time, bootstrapping involves patience. In contrast to investments, which help with growing faster, hiring employees, and attracting more customers, we built a strong business based on a solid foundation. The upside of this strategy is that all achievements are performance and profit-driven.
Q. In bridging the gap between ancient healing traditions and modern lifestyles, what is the big challenge?
The greatest difficulty would be maintaining the authenticity of Ayurveda in relation to its relevance and credibility in today’s consumer context. Modern consumers demand scientific validation, clarity, and results, whereas Ayurveda is based on thousands of years of traditional knowledge. Balancing between the two is key. We work towards formulating products which adhere to the guidelines of Ayurveda while ensuring modern-day effectiveness and quality. Moreover, with the rise of cynicism among consumers due to false claims by the wellness industry, credibility takes precedence as well.
Q. The focus has always been on delivering exceptional value to our customers. Is predictive analytics playing an increasingly important role in achieving this?
Predictive analytics has emerged as a critical technology for assisting us in improving the experience of our customers and providing them with more value. With an increasing number of customers, predictive analytics allows us to analyze consumer behavior, shopping trends, and wellness journeys to provide them with relevant solutions. It helps us tailor our communications, offer personalized products and services, and optimize retention efforts. Predictive analytics also enables us to spot any signs of disengagement from the wellness journey and engage our customers proactively.
Q. Ayuvya is currently targeting Rs. 120 crore in revenue for FY27. Could you talk about the game plan to get there?
Our growth framework is based on three critical areas: customer retention, disease prevention products, and wellness care. Since we have been successful in building our customer base, it makes more sense to retain customers through cross-category usage and longevity. There are many possibilities that we can explore in terms of venturing into new segments such as child nutrition and disease prevention products.
It makes perfect sense for us to enter into such segments since our wellness philosophy can be leveraged for the same. In today’s world, preventive healthcare is a big trend in India and has high demand.
Q. The brand is strategically aligning itself with the rising consumer shift towards holistic wellness solutions. How will this be reflected in terms of marketing activities?
Our marketing strategy is going to change to take into account the connection between health and wellness. Instead of concentrating on promoting our products or addressing a particular symptom, our strategy will be centered on teaching our customers about wellness concepts like sleep, stress, nutrition, energy, and prevention of illness. Educating our consumers through content will still play an important role in our new strategy, but it will be accompanied by community-building activities. Our goal here is to ensure that our consumers see wellness as something that requires time to achieve.
Q. What marketing campaigns and innovations can we expect in the coming months?
In the next few months, we will be paying more attention to genuine success stories from our customers, which will showcase their true experiences and results in wellness. Moreover, we will also work on category development campaigns, especially within nascent categories where consumer awareness is still low.
The creators with whom we associate ourselves will now be chosen based on their compatibility with us and our wellness philosophy. Moreover, we will leverage the use of AI in developing content as well as audience targeting in order to make our campaigns more efficient.
Q. Will the media mix be led by digital or will traditional media like print, TV, and OOH also play a role?
Digital will remain the key component of our media strategy because of its capability to produce tangible results, achieve target coverage, and create meaningful engagements. Using platforms like Meta, YouTube, search, and those driven by creators, we can communicate with our customers and create trust. On the other hand, there will be an opportunity to pursue traditional media options wherever and whenever they fit into a certain business objective. Rather than competing with digital media, our aim is to build a seamless media universe that would foster awareness and education.
Q. Since the company plans to diversify into children’s nutrition and chronic condition management, will marketing increasingly target parents and elderly consumers?
With our expanding product offerings, so does our audience change. In children’s nutrition, we see the chance to reach out to new, young audiences that pay more attention than ever before to the quality of ingredients and results. These consumers often already have faith in Ayuvya for their own personal wellness needs, thus making it easier to extend to this next step. Chronic disease management requires reaching out to an older audience looking to prevent and maintain good health.
While our audience will differ depending on the product line, what stays consistent is our dedication to providing reliable, effective wellness solutions to each consumer.
Q. Will short-form videos play an important role in building trust and engagement?
Of course. Short-form video has been identified as one of the best ways of educating and gaining consumer trust on a grand scale. We will be able to break down complicated ideas about wellness, ingredients, and health, all in a short-form format.
Furthermore, using video in this way will help us establish a recurring theme that we can present consistently, which is important in establishing consumer awareness and trust. In the modern era, consistency in delivering information has been a proven way to gain consumer trust.
Q. How will Ayuvya approach B2B marketing to strengthen relationships with distributors in retail and online channels?
Although Ayuvya has traditionally operated as a D2C brand, partnerships for distribution are gaining importance as we scale. For online distribution, our strategy would be to show strong consumer demand and repeated purchasing and usage for the products we are selling to our marketplaces to strengthen partnerships and visibility. For physical stores, we have a selective and strategic approach where we choose the right location and consumer engagement points. We believe that sustainable distribution growth will come through strong product performance and relationships with our partners and customers.
Q. What shape will on-ground initiatives like education programmes and doctor-led consultations take in 2026?
Education and participation facilitated by experts will have an increasingly prominent place in our growth strategy moving forward. There is a possibility for us to look at projects that allow consumers to engage with healthcare experts who not only know about contemporary scientific methods but also about traditional wellness solutions.
In turn, this will assist consumers in making better choices and will enable them to trust preventive healthcare options even more. At the same time, there appear to be great prospects in wellness education programs that could benefit Tier-2 and Tier-3 markets interested in Ayurveda.
