Seeing a trend and consumer interest in Ayurveda medicines, Ayush Agrawal, the founder of Rasayanam Ayurveda, a D2C Ayurvedic supplement brand, embarked on a remarkable journey from Canada to Faridabad, Haryana, to revolutionize the Ayurvedic supplement market. His brand, still bootstrapped, is poised for a 3X year-over-year growth, targeting a revenue range of INR 75 to INR 100 crore next year.
“It has been nearly three years since we began this journey. Currently, we are pacing at INR 2 crore per month. We are projecting a 3X year-on-year growth, and we foresee the same for the next year. Presently, we are targeting a revenue of INR 25 crore for this year, with plans to elevate this to INR 75 to INR 100 crore in the next fiscal year,” he said.
Continue Exploring: Ayurveda supplements startup Rasayanam targets INR 100 Crore revenue in FY25, plans nationwide expansion
Focused Product Range and Upcoming Launches
With 13 products, Rasayanam Ayurveda prides itself on a focused product range, with rigorous R&D ensuring top-notch quality. However, the brand is planning to launch six more products over the next eight months.
“We take time to ensure our products fit the market perfectly before launching. Now we plan to expand both horizontally and vertically. One of our upcoming products is a unique multivitamin for men, which will be completely plant-based with no synthetic ingredients. We believe there’s nothing like it currently on the market,” he informed.
While they are predominantly online, partnering with major platforms like Apollo Pharmacy and Nykaa, Rasayanam also plans to move into offline retail as well.
Identifying Market Gaps and Innovating in Ayurveda
Ayush also opened up on his journey from a market gap discovery in Canada to establishing a booming Ayurvedic supplement brand in India. “I noticed that in India, there weren’t any transparent Ayurvedic businesses catering to the new-age consumer. Brands like Dabur and Himalaya were scaling on a large scale but weren’t providing the clean label and conscious consumer products.”
He then started researching Ayurvedic supplements, particularly Shilajit. “I realised that these supplements needed to be examined for the presence of heavy metals and other impurities. When I came to India, I found that people were not aware of these requirements and the market was highly price-sensitive.”
Despite the competitive landscape, Ayush believes in staying true to the brand’s core values. “We strive to balance affordability and quality within a price range of INR 600 to INR 700. We are committed to transparency, clinical trials, and client feedback. Our Amazon reviews average 4.5 stars with over 8,000 reviews, showcasing our dedication to quality.”
Ayush acknowledges the challenges posed by established competitors but remains unfazed. “Adhering to our core values sets us apart. We work closely with influencers who genuinely believe in our products. If we ever collaborate with celebrities, they must truly resonate with our brand.” He said.
Continue Exploring: India’s Ayurveda product market on track to hit INR 1.2 Lakh Crore by FY28: NirogStreet Study
