In recent years, as a holistic healing system, Ayurveda has witnessed an evolution in the form of Ayurvedic products and services. Rising awareness about the importance of a healthy lifestyle, increasing preference in favor of chemical-free natural products, as well as favorable government initiatives have led to the expansion of the Ayurveda market in India.
The Indian Ayurvedic products market reached a value of Rs 515.5 billion in 2021. Looking forward, IMARC Group expects the market to reach Rs 1,536.9 billion by 2027, exhibiting a CAGR of 19.78 percent during 2022-2027.
To maintain and preserve the significance of Ayurveda, Sumit Nanda, Co-Founder EGA Wellness started the brand in 2017 with the pure intention of carrying it forward to the upcoming generations. Nanda had only one vision of age reversal.
He said, “We began thinking of a brand that could signify the concept of age reversal. Hence, EGA stands for ‘AGE’ in reverse.”
Why Ayurveda?
The pandemic has irrevocably changed the consumer mindset to seek out healthier choices, immunity-supporting products, and opting for a preventive care lifestyle. Coupled with this fact, there has never been a better time for Ayurveda, than now.
“Not just India, but the world is awakening to health and wellness that is in balance with nature in every way, whether it is veganism, eating close to the source, transparent ingredients, or the manner in which the world has adopted yoga. Ayurveda has been re-found by millions of Indians and this way of life is only growing,” Nanda asserted.
Betting Big on D2C
EGA wellness wants to grow its D2C (direct-to-consumer) business by expanding into new markets, new business models, and new products.
“In Singapore, we started as brick-and-mortar stores and then built our online business. In India, this is the best time to grow a tech-based D2C wellness brand. Companies are reaching out to consumers through every possible digital touchpoint. The tide of consumers moving online to shop is undeniable and we will grow our D2C business with a focus to expand our online channel. Our consumers are looking for safety and convenience during this pandemic. We already have a core team of in-house Ayurveda doctors who enabled by technology is available anytime for online consultations with our consumers. We are also building online content for education and awareness, created by Ayurveda experts. Collaborations and partnerships with dieticians, nutritionists, and people of influence in the health and wellness space is something we are focusing on as we scale up,” he stated.
Technology: Helping in Streamlining Functions
EGA wellness is on a mission to reduce drug dependence in the world for lifestyle diseases and instead make preventive care commonplace, powered by Ayurveda. Technology is playing a vital role in the cause and enabling EGA wellness in smoothly streamlining its functions.
“As a D2C brand we have implemented the backbone of our e-commerce technology on Shopify and we have integrated other mature applications to augment various business functions. We are leveraging AWS to deploy our core business services and we have closely integrated a real-time doctor consultation platform with our business to provide our customers with an on-demand Ayurveda consultation. We leverage different communication and messaging platforms to ensure a great customer service experience and feedback loop,” he said.
Options Galore
The entire product range offered by EGA wellness is made as per Ayurveda texts, handmade, and guarantees the best quality and results.
“The bestsellers from the detox and immunity kit comprise the Colon Cleanser, Nano Turmeric, Nano Giloy, and 10X purified Ashwagandha Immunity tea. Our Triphala range of Daily Lax, Anti-Ageing, and Daily Detox is also one of the fastest-growing supplements. From oral hygiene using the ancient wisdom of oil pulling to skin and hair care with our black hair oil and saffron oil for the face, our Wellness Beauty category offers products that are 100 percent authentic Ayurvedic. We also offer personalized diet plans through consultations. Our Ayurveda Super Foods like Moringa powder and tablets, handmade Chyawanprash, raw organic Honey, and more, are delicately crafted. We offer a range of body-specific Juice Cleanse Plans for regular detox and small but mighty Natural Power Shots to support immunity and rightly nourish the body,” he shared.
Future Plans
In Singapore, EGA Wellness has been around for 5 years and the growth is nothing short of encouraging with a strong double-digit CAGR. The brand now operates four physical outlets in Singapore as well as growing its online business. It launched in India in 2021 second half and is in the process of expansion.
The brand is experiencing double-digit growth in both markets and plans to continue the momentum in the future.
“We currently operate in Singapore and India and are focusing on accelerating the reach to new customers with our products and services. We have plans to expand to North America, Europe, and the Middle East in the future,” Nanda said.
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