{D2C 100} Upakarma Ayurveda: Ayurveda for Millennials
{D2C 100} Upakarma Ayurveda: Ayurveda for Millennials

Upakarma Ayurveda was set up in 2017, with a vision to bring Ayurvedic disruption to the wellness preferences of millennials in India. The brand inadvertently started a new movement in Indian Ayurveda by focusing on the problem and launched an improvised Ayurvedic wellness product – Shilajit - to restore the energetic balance. It is the first brand to launch Pure Shilajit Resin Form in India back in 2017 and extend its amazing health benefits to a whole new set of audience i.e. women. Upakarma Ayurveda Pure Shilajit Resin Form has been a category leader for most of the time in leading e-commerce portals since its launch.

With the success of this new product, the brand expanded its product portfolio with numerous innovative products in different categories - health, wellness, immunity, and beauty. The brand has changed the way Saffron was being sold in small plastic packaging. It introduced the finest grade quality Kesar packed in air-tight glass jars and premium boxes to retain the freshness of this spice. Upakarma Ayurveda also started the trend of useful value additions with products such as measuring spoons with Shilajit resin and droppers with Badam Rogan.

During a pandemic with unforeseen restrictions and a health scare, Upakarma Ayurveda scaled up its operations and came up with 11 new pure Ayurvedic immunity products which were much needed. It offered health and immunity products made with all-natural ingredients at affordable prices.

“Our range of Ayurvedic products aims to bring back quality to Ayurveda while promoting a healthy holistic lifestyle,” Vishal Kaushik, Co-Founder and MD, and Parag Kaushik, Co-Founder and Director, Upakarma Ayurveda said.

Business Model

Upakarma Ayurveda has a D2C model which has been a viable option to sell and deliver its products directly to the consumers with no middlemen involved. “This strategy has directly connected us with our customers, which has not only helped us in understanding their behavior, interest, and need but also created a long-term relationship,” Vishal and Parag stated.

Within a short span of time, Upakarma Ayurveda has established itself among the top fastest growing D2C brands in India and the best D2C brand for Ayurveda products in India. In the last 4 years, the brand has shown over 100 percent growth year-on-year.

In India, the brand is present online on more than 30 e-commerce portals and its website. All Upakarma products are available PAN India through a network of thousands of multi-specialty stores and modern trade stores. It has successfully served more than 45 countries through its website. Upakarma Ayurveda has a strong presence in the USA and UAE through Amazon.

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