Astha Jain: Turning authenticity, innovation, patience into successful business mantra

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Astha Jain, Co-founder, Ayuvya Ayurveda, speaks about the vision behind founding Ayuvya Ayurveda, the level of access to funding and investment for startups in India, research and development process, competition in the wellness market, and more.

What was your vision behind founding Ayuvya Ayurveda, and what challenges did you encounter during the initial phase?

The vision behind founding Ayuvya Ayurveda stemmed from a deeply personal health journey and a desire to bring authentic Ayurvedic remedies to the world. We saw an opportunity to bridge the gap between ancient wisdom and modern wellness and provide people with natural and effective solutions that address not just symptoms but the root cause of health issues. However, the journey was not without its challenges. One of the major hurdles we encountered was shifting the fixed perception of immediate results that conventional medicine often promises. People were initially hesitant to embrace Ayurveda’s slower-acting but natural and long-lasting approach. To overcome this, we focused on extensive educational initiatives to build trust and promote understanding of Ayurveda’s unique benefits. We made a concerted effort to communicate the advantages and responsible use of these remedies, emphasizing how they offer a more holistic, sustainable path to health.

Could you discuss the level of access to funding and investment for startups in India, and how Ayuvya Ayurveda navigated this aspect during its growth?

With various government initiatives, venture capital, angel investors, and crowdfunding platforms, access to funding and investment for startups in India has significantly improved in recent years. However, the Ayurveda sector, being a niche market, can sometimes present unique challenges in securing funding compared to more conventional or tech-oriented startups. Investors often look for strong market potential, a solid business model, and a clear path to profitability, which requires startups to clearly articulate their value proposition and long-term vision. For brands like us, steering through the funding landscape during our growth phase involved a combination of strategies. We focused on building a robust business model that demonstrated our commitment to quality, authenticity, and innovation. We showcased our unique position in the market by emphasizing our dedication to providing 100% authentic Ayurvedic products and filling critical gaps in the wellness industry with innovative solutions. This approach helped us attract investors who were aligned with our vision and values.

What are the government initiatives that you have benefited from or your sector has benefited overall?

The launch of PRAGATI-2024 by the government has been extremely successful for us and the overall Ayurveda sector. This program has provided us with a platform to partner with research institutions and other stakeholders to deepen our understanding of Ayurvedic practices and develop innovative, evidence-based solutions. Additionally, it has helped us enhance the quality and efficacy of our products, ensuring they meet both traditional standards and modern expectations. We firmly believe that such initiatives from the government are instrumental in advancing the Ayurveda sector as a whole. And we are excited about the continued potential these programs offer in supporting our mission to bring authentic Ayurvedic wellness solutions to a broader audience.

Could you tell us about the research and development process and how it stands out from other companies?

What sets us apart from other companies is our commitment to authenticity and innovation. We begin our R&D process with a thorough exploration of ancient Ayurvedic texts and practices to identify time-tested remedies and ingredients. This is followed by a rigorous process of validating these remedies through modern scientific research, ensuring that our products are both safe and effective. We also place a strong emphasis on collaboration with experts in Ayurveda, biochemistry, and pharmacology to develop formulations that deliver tangible health benefits. Our state-of-the-art laboratories are equipped to conduct advanced testing and quality control at every stage of production.

Additionally, our R&D process is customer-centric. We continuously gather feedback from our customers and incorporate it into our product development. This helps us to not only improve our existing products, but also to innovate new ones that meet the evolving needs of our customers.

How do you ensure that the Ayurvedic products you develop maintain their authenticity while also appealing to modern consumers?

Our commitment to developing 100% Ayurvedic products not only stays true to traditional practices, but also appeals to modern consumers. To achieve this, we focus on identifying and addressing critical gaps in the wellness market. Our goal is to fulfill the unmet needs of the Ayurveda market by providing innovative solutions that align with contemporary lifestyles. One of our innovative products, iGain+ is a branded weight gainer that combines the benefits of Ayurveda with the specific needs of today’s consumers. By carefully selecting potent Ayurvedic herbs and ingredients, we create products that offer effective and natural solutions to common health concerns.

We also prioritize quality and transparency in our development process. Each product is crafted with precision, using time-tested Ayurvedic formulations, and is rigorously tested to ensure safety and efficacy. By focusing on innovation and customer needs, we can deliver Ayurvedic products that honor their traditional roots while meeting the expectations of modern consumers seeking natural and holistic wellness solutions.

What strategies have you implemented to shift consumer perceptions from the immediate results of conventional medicine to the benefits of Ayurvedic treatments?

One of our key strategies has been to embark on extensive educational initiatives. We believe that education is the cornerstone of changing mindsets and building trust. We actively communicate the benefits and responsible use of Ayurveda through various platforms, including our website, social media, workshops, and community events. By sharing informative content about how Ayurvedic treatments work to address the root cause of health issues rather than just the symptoms, we aim to highlight the natural, holistic, and sustainable nature of these remedies.

Additionally, we focus on educating our customers about the importance of patience and consistency in Ayurvedic treatment. We emphasize that while Ayurveda may take longer to show results compared to conventional medicine, the benefits are often more profound and long-lasting. By fostering a better understanding of Ayurveda’s holistic approach, we encourage a shift towards these alternative solutions, ultimately helping consumers make informed choices about their wellness journeys.

Given the competition in the wellness market, what unique strategies do you employ to differentiate Ayuvya from other Ayurvedic brands?

We always do our best to stay true to traditional Ayurvedic practices while ensuring the highest standards of quality and safety. This authenticity is at the core of everything we do, from sourcing pure, natural ingredients to following time-honored formulation methods. Also, we constantly strive to identify gaps in the wellness market and develop innovative products that address these unmet needs. Furthermore, our emphasis on education and building trust with our customers is a key differentiator. We undertake extensive educational initiatives to inform consumers about the benefits and proper use of Ayurveda. By fostering a deeper understanding of Ayurveda’s holistic approach, we encourage a shift from conventional treatments to more sustainable, natural wellness practices.

Ayuvya has set an ambitious revenue target of Rs 500 crore in the next three years. What are the key steps you’re taking to achieve this?

To achieve our ambitious revenue target of Rs 500 crore in the next three years, our major focus is on expanding our offline presence. We are actively working to distribute our products through various chemists and retail stores, making our Ayurvedic remedies more accessible to a wider audience. Additionally, we are committed to continuously delivering high-quality Ayurvedic products that align with the timeless wisdom of Ayurveda. By maintaining stringent quality standards and ensuring the authenticity of our offerings, we aim to build and sustain customer trust and loyalty. Our goal is to become a prominent name in the wellness industry, known for enhancing the well-being of our customers through natural and effective solutions.

What advice would you like to give young entrepreneurs in your sector?

My advice to young entrepreneurs entering the Ayurvedic sector is to stay true to the core values of Ayurveda while embracing innovation. The foundation of Ayurveda is built on authenticity, tradition, and a deep understanding of holistic wellness. It is essential to remain committed to these principles as they are what set Ayurvedic products apart from other wellness solutions.

However, don’t be afraid to innovate and adapt. The modern consumer is looking for products that not only honour traditional wisdom, but also fit seamlessly into contemporary lifestyles. This means finding creative ways to communicate the benefits of Ayurveda and developing products that address current market needs while staying true to Ayurvedic practices. Lastly, be patient and persistent. Success in the Ayurvedic sector, like the practice of Ayurveda itself, is not about quick wins, but about long-term growth and sustainability. Stay dedicated to your mission, invest in quality and research, and always put your customers’ well-being at the forefront of your business decisions.

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