Myntra Onboards D2C Ayurvedic Brand Amrutam to Strengthen its Position in Beauty Segment

Some of the flagship products of Amrutam that have been launched on Myntra include, Kuntal Care Hair Spa, Kuntal Care Shampoo, Kuntal Care Hair Oil and Bhringraj Hair Therapy, among others.
Myntra Onboards D2C Ayurvedic Brand Amrutam to Strengthen its Position in Beauty Segment

With the festive season just around the corner, online shopping major Myntra is continuously bolstering its Beauty and Personal Care portfolio. The latest brand to get on board the e-commerce website is the luxury Ayurvedic lifestyle brand, Amrutam.

The association marks Amrutam’s first-ever partnership with an established e-commerce vertical, apart from engaging directly with consumers through its own website. This also signifies Amrutam’s ambition to expand across the country, by hinging on Myntra’s expansive shopper base, tech-pivoted exceptional customer engagement, and strong reach.

Amrutam’s genesis lies in permeating the essence of Ayurveda to enhance physical, mental, and spiritual well-being, to feel truly beautiful. With over 30 years of expertise in the Ayurveda industry, Amrutam aims to build a global community that follows a lifestyle defined by Ayurvedic principles to suit modern needs and endorses the idea of ‘health is beauty’. Amrutam’s holistic range of made-in-India products in the Beauty and Personal Care space includes healthcare, skincare, haircare, and other lifestyle products, mostly under the moniker of ‘Kuntal Care’.

Growing consumer inclination towards products crafted with natural ingredients and minimal environmental impact are attracting large groups of online shoppers to brands like Amrutam.

Some of the flagship products of Amrutam that have just been launched on Myntra include, Kuntal Care Hair Spa, Kuntal Care Shampoo, Kuntal Care Hair Oil, and Bhringraj Hair Therapy, among others, at an average price point of Rs 650, with the rest in the pipeline in the run-up to the festive season.

Myntra currently houses over 600 domestic and international brands in the Beauty and Personal Care segment. As the category continues to swiftly scale, Myntra Beauty showcased a significant triple-digit growth on average in the last quarter, with a majority of shoppers from tier –I, -II, and -III cities, apart from the metros.

Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “Myntra today has emerged as the preferred destination for beauty and personal care products for brands and consumers alike. The innumerable options from leading brands spread across categories in this segment have allowed us to cater to the evolving needs of online shoppers over time in the online beauty and personal care category, with a steady 70 percent growth in basket size since last year. The launch of Amrutam on our platform offers a strong boost to the premium segment in our Ayurvedic products portfolio, enabling us to cater to our thriving cohort of diverse beauty and personal care shoppers.”

Speaking about the association, Agnim Gupta, Principal - Tech & Growth, Amrutam, stated, “We have been ardent admirers of Myntra since its inception. The decision to partner with Myntra was a fairly easy one owing to their distinguished shopping experience and customer-centric approach.  At Amrutam, we have always focused on superior customer experience, and hence, reaching a wider audience through a platform that understands and prioritizes customer experience makes us proud to be associated with Myntra."

 

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