Ayurveda is an ancient science and healthcare system that has been adopted by cultures worldwide. It analyzes and cures diseases after understanding an individual’s body type, heartbeat patterns, appearance, vision, etc. Globally, ayurvedic brands follow various protocols and treatments in their products to rectify the problem or ailments of consumers in order to gain trust and consumer satisfaction.
Throughout the country, various segments of ayurvedic healthcare and personal care products are available. There are numerous well-established brands and start-ups which bring lots of ayurvedic products every day in the market to fulfill the needs of consumers. For personal care range, the major part of the market is divided into healthcare range, such as ayurvedic nutraceuticals, ayurvedic medicines, and dietary supplements. Corporations nationwide are focusing on developing innovative ayurvedic products and generating awareness among people.
As per IMARC’s report, “The India ayurvedic products market exhibited strong growth during 2015-2020. Looking forward, IMARC Group expects the market to grow at a CAGR of around 15 percent during 2021-2026. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic.”
To make the most of the situation, Ayouthveda was launched in 2020. The brand turned out to be a trusted brand among its consumers in a very short span of time. The company has created an exclusive line of superior products that conclusively address the various skin-care requirements of Indian customers. The adept amalgamation of Ayurveda and scientific innovation has allowed Ayouthveda to extend the following key product that is, Anti- Hair Fall Regime, Anti-Acne Regime, Skin Detox Regime, Pearly and Sparkling Gold regimen, and Handmade Soaps range.
When asked about the journey Dr. Sanchit Sharma, Founder, and Director, Ayouthveda shared, “We were developing these personal care products. I have been a very fond user of personal care ayurvedic products for a very long time, but I saw there was a gap in the market for brands that had minimal therapeutical effects. The second thing I saw was that the brands that were natural were out of pocket for a lot of the Indian population. I am a phytochemist. I have done my Master's and Ph.D. in Pharmacy in Natural Products Chemistry and Pharmacognosy. So I decided to develop a range, which is very close to nature and has a therapeutical effect. At the same time, it should also deliver the result as promised.”
“Ayouthveda is an amalgam of Modern science with Traditional Ayurveda rituals in a unique way that is being liked by today’s youth. Our mission is to help people switch from synthetic and semi-synthetic products to harsh chemical-free products. We’ve been completely transparent in terms of product’s ingredients and even excipients, providing authentic Ayurveda experience to our customers because of our own world-class manufacturing facility which is not available to other brands making them rely on outsourcing which can affect quality in a major way,” Sharma added.
Retail and Marketing Strategy
Nowadays, where every brand is implementing retail and marketing strategies to be the consumer's choice and putting every effort in every way possible to make people trust the brand. Customer feedback is a major key that helps a brand to enhance its products and services.
“Customer feedback and satisfaction is our top priority. In fact, transparency is also important as we believe that today’s youth have a right to know everything that goes in the product he or she uses and also deserves safe and effective solutions for their skin health management,” Sharma noted.
Ayouthveda on the other hand has a different approach towards their retail and marketing strategies.
”We had worked on all critical success factors of a brand launch which involved building a digital marketing team to promote products of all social media platforms. A strong offline marketing team was also put in place to generate demand at retail stores, one unique promotional tactic which we applied was the placement of beauty advisors at the point of sales (POS), this was a result of the right talent-hiring strategy involving recruitment of the laid-off employees from other companies,” he asserted.
“We capitalized on our strong distribution channel to ensure product availability in maximum cities. Also, promotion of problem-solving products like Anti Hairfall tonic for Hairfall, Acne enemy range for Acne helped us to fulfill the need of the market in the beauty segment,” he further added when asked about the distribution channels of the brand.
Omnichannel Approach of Ayouthveda
Technology plays a very crucial role when it comes to brands success and awareness. Here Ayouthveda taps every possible opportunity to attract as many consumers as they can.
Sharma said, “We are using AI-based marketing techniques to reach out to the audience. We use Whatsapp marketing, Chatbots, and Geotagging for activities on social media platforms. We also use Live SMS Marketing. These techniques are highly used by our brand.
“Our target audience is majorly Gen-Z and millennials and they are present everywhere. To keep up with that even we also need to be present everywhere to be noticed and hence we are present on all the channels. From platforms like Amazon, Flipkart, Nykaa, purple, Tata Cliq, Smytten, we are present on all these platforms. We have also made our way to the offline store as well recently and we are planning to expand that soon in the coming year,” he added on the omnichannel front.
Future and Expansion Plans
We all know, an expansion strategy is adopted by an organization when it attempts to achieve high growth as compared to its past achievements.
In the discussion with Sharma about the future and expansion strategies of Ayouthveda, he said, “In FY 2022-23 we are expecting Rs. 50 crore in our top line. To achieve this, we will go full throttle in our expansion by opening more than 25 retail stores all over the country, increasing the number of beauty advisors, sales officers, and by building a diverse range of products.”
“We are looking forward to opening stores in Bangalore, Mumbai, Chandigarh, and Lucknow. We are aiming to open around 10 stores within the first quarter of 2022. For overseas, we have already started the procedure of registering our products in the UK and the Middle East, and we are getting a very good response. Within six months, we will expand our footprints across the whole of Europe,” he further added on the overseas expansion front.