Ayurveda has an authority over skincare and beauty since centuries in India. When it comes to enchanting the info-savvy, discerning youth base, it takes the right minds to brainstorm a product that glams up the look while retaining pristine natural gifts. The Ayurveda Co. (T.A.C) did just that by collaborating with actor-entrepreneur Kajal Aggarwal for ‘Kajal by Kajal’, a personally curated product line-up, at Taj Lands End, Mumbai, on May 12, 2023.
T.A.C as a brand was conceived when co-founder Shreedha Singh received amazing results from Ayurveda during personal treatment. "When we wanted to bring the benefits of Ayurveda on a mass scale, we were cognizant of the stigmas and barrier to coolness quotient related to this discipline. That’s when we rebranded The Ayurveda Co. to T.A.C for the younger audience,” Shreedha said.
"The task was to build a connection between the younger audience and Ayurveda, just the way they associate with any new-age brand,” said founder Param Bhargava. “The three prime factors for T.A.C to be recognized have been its products that are effective, affordable, and give results fast,” he added.
“To co-create the product, understand its operations and the science behind it has been a massive eye-opener. The project is very personal to me,” said Kajal, whose association with T.A.C goes back to April 2022 following an investment and a long-term partnership with the brand. Talking about the influential campaign of #NazariyaBadlo, the actor harped on the importance of every individual’s pressing need to stand up for respective spaces and causes they believe in.
The Brand Journey
When asked about T.A.C’s quest to prominence, Shreedha Singh said, “We started our journey around May-June 2021. The objective was to make high-quality Ayurvedic products accessible to every household through transparent brand messaging about ingredients used.”
The ‘Kajal by Kajal’ product fits perfectly in this proposition, as Kajal has predominantly been integral to Indian women beauty sessions and are getting inspiring attention from men today. “Kajal has truly gone beyond genders and geographies, and the idea was to reach countless households through Ayurveda, that is being followed by people since ages. Kajal being the co-creator, brand ambassador, and the face of the product line shows the degree of enthusiasm, confidence, and commitment to the product,” she maintained.
The brand has been the first in India to ever receive investment in the seed stage by Wipro in March 2022. Having secured their INR 100-crore series A round recently, T.A.C. is slated to maximize its online and offline presence. “We are targeting a INR 180 crore turnover in this financial year,” Shreedha signed off.