Boost for Ayurvedic food start-ups as demand for healthy diet surges

These firms are rolling out breakfast porridges, gummies, shakes and effervescents promising a daily dose of immunity to users

Since the Covid-19 pandemic outbreak in India, while masks and hand sanitisers have been selling like hot cakes, immunity building ayurvedic food products are also flying off the shelves. While FMCG majors such as Dabur have seen their Chyawanprash range growing multifold, start-ups that are selling ayurvedic food brands are also on a roll.

The ayurvedic food market, which ranges from breakfast porridges, juices, gummies and shakes packed with herbs had been growing at 15-20 per cent yoy before pre-Covid times which has now more than doubled. “We have been on fast-track for three years but Covid has done for ayurveda what it has done for e-commerce. It has given us a big base of first time customers which has fastened our progress,” says Ameve Sharma, co-founder of Kapiva Ayurveda, which is growing at 300 per cent YoY.

The company had been working to launch a breakfast range for immunity for the past 6-9 months. The launch has now been fast-tracked because of the rise in demand and will be in the market by month end. It is a porridge with tulsi, giloy and turmeric to give a daily boost of immunity, with two new variants coming out soon. 

Baidyanath Group scion Sharma had worked in the traditional family business for several years but wanted to take a step forward and start something new. “Ayurveda is not seen as medicine in my house and I have witnessed the benefits it has,” he says, adding he wants to introduce ayurveda in food on a daily basis in the country through his venture.

Ayurveda has been present in personal care for several decades including soaps, and shampoos. According to estimates about 40 per cent of personal care is herbal. “If we stay true to ayurvedic principles, the next innovation in food is going to be ayurveda,” says Sharma.

According to Deepak Agarwal, Founder and CEO of Auric, which makes ayurvedic beverages, “beauty was gold and wellness was silver before Covid”. “Post Covid, it is vice versa. We have managed to double our sales post the pandemic outbreak,” he says.

Another start-up Upakarma Ayurveda has seen a 35-40 per cent increase in monthly turnover after the onset of the disease. “As a part of our continuous efforts to educate people about the overall health benefits of Shilajit, we have launched Shilajit Liquid Form in the herbal concoctions range,” says Vishal Kaushik, Founder and MD, of the company.

However, competing with the Daburs and Baidyanaths of the world in certain categories is not easy. These start-ups are strategising and targeting younger audiences and creating products for problems faced by the young demographic to improve the quality of hair, skin and immunity.

“About 80 per cent of our audience is between 25 and 40 years of age. The idea is to make ayurveda acceptable to younger India,” says Sharma of Kapiva Ayurveda. 

Kaushik says his company is bringing several innovations to the table. “Keeping consumers demand a priority and their willingness to try new start-up brands due to online marketplaces, also gives us an edge,” he says. 

Upakarma Ayurveda launched 11 new immunity boosting products during the Amazon Prime Sale. Even Kapiva which fulfils 70 per cent of its orders online, has 8 new products in the pipeline. It is soon launching an effervescents range of immunity boosters by the end of August. 

Auric recently launched an immunity blend of Ashwagandha, Moringa in coconut water which has become bestseller post Covid for the company.