“We aim to bridge the gap between the ancient wisdom of Ayurveda and modern wellness practices.”

***Astha Jain and Pawanjot Kaur* *(Co-Founders, Ayuvya)***

Astha Jain and Pawanjot Kaur, the creative minds behind Ayuvya Ayurveda, blend tradition with innovation like no other. By sourcing exceptional Ayurvedic products from families with generations-old legacies in this tradition, the Founders envision revolutionising the perception of Ayurveda in today’s times.

Astha, who hails from Bhind, MP, shifted from studying Metallurgical Engineering to digital marketing. Throughout her professional career, she developed an understanding of strengthening and helping start-ups for over half a decade with renowned brands. The entrepreneurial spirit in her led her to establish Innovatia Marketing and Technology, a digital marketing agency. However, a life-altering event happened in 2019 when she saw her friend Pawanjot struggling with skin issues.

Pawanjot had a passion for coding. From collaborating with her classmate at Punjab Engineering College to create automation tools to founding Innovatia Marketing and Technology after completing graduation, her journey in the tech world was marked by innovation and entrepreneurial spirit. Through her venture, she successfully built the tech backbone for over 50 startups from diverse industries. However, in 2019, she developed eczema which made her look for alternative solutions, which eventually brought her to the ancient wisdom of Ayurveda. To find answers, she travelled to Varanasi and consulted with a traditional practitioner. When she witnessed firsthand the healing power of Ayurveda, it ignited a spark. That’s when Pawanjot along with her friend Astha Jain established Ayuvya Ayurveda in 2020.

Astha, as the CEO of the firm, manages the company’s organisational structure and strategy. Pawanjot is the CTO of Ayuvya and handles and manages the company’s technology resources.

From A Nascent Venture To Serving Over A Million Customers

Ayuvya Ayurveda offers a wide range of Ayurvedic products, made with 100% natural and chemical-free ingredients. While other companies focus on profit over purity, the duo’s brand stays true to the ancient wisdom of Ayurveda. From the natural weight gainer, Ayuvya i-Gain+, which supports muscle building and improved digestion, to the 100% naturally sourced Shilajit and Skinklean Oil to address skin concerns like psoriasis and eczema, the brand provides gentle and effective relief.

“Launching Ayuvya Ayurveda was no walk in the park. We were entering into an already well-established Ayurvedic market. The first major hurdle was to shift the fixed perception of immediate results. People were used to quick fixes from regular medicine, and Ayurveda takes more time to show results. So, we had to teach them about the benefits of Ayurveda through various educational initiatives,” shares Pawanjot. “Another issue was that many other brands were making misleading claims about how natural and good their products were. We focused on being honest and proving that Ayuvya is 100% natural and free from harmful chemicals,” adds Astha.

Today, Ayuvya has positioned itself differently through its dedication to authentic Ayurvedic principles. Due to this commitment, the brand has served over a million customers in tier 2 and 3 cities in both urban and rural areas in just a few years of its existence. Furthermore, to keep its marketing game on, the dynamic marketing team actively researches industry trends and customer preferences and adopts a go-getter attitude that allows it to identify emerging opportunities and effectively reach new audiences. Due to its excellent work, the brand has caught the eyes of various digital newspapers and media outlets like ThePrint, The StartUp Story, Republic21, and more.

Pawanjot believes, “Your attitude, not your aptitude, will determine your altitude. Meanwhile, Astha finds her motivation in the idea that “Your most unhappy customers are your greatest source of learning.”