Brand Management
Kama Ayurveda: Globalizing the Ancient Ayurveda

Article Details
Pub. Date : Mar, 2021
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM30421
Author Name : Nitu Saxena
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 15



Kama Ayurveda Private Limited was co-founded by four individuals who believed in the ancient healing power of Ayurveda. They created products with natural ingredients and launched a range of herbal products in partnership with the 100-year-old Arya Vaidya Pharmacy of Coimbatore. Their products come from lush green gardens and are paraben and sulphate-free. They do not use artificial coloring and fragrances. Moreover, they do not use animal testing. This company ensures social sustainability by engaging forest communities, small-scale farmers and artisans. The company's total tally of physical stores is around 55 with a strong online presence. The company resorts to social media marketing to attract the young and affluent customers. Their annual turnover is close to 75 crores. The luxury Ayurveda brand found a partner in Puig, a Barcelona-based beauty house which has pledged to invest 100 crores in the business. With top brands investing in their business, it is an opportunity for the Kama Ayurveda to expand globally. The key global markets which they wish to venture into are the US, UK and Japan.


Ayurveda is an ancient healing science, which is listed in Charak Samhita by the great Charak who is also known as the father of Ayurveda. Ayurveda has traveled with the great scholars and travelers of the past to Egypt, China, Europe and other parts of the world. This science balances the body, mind and soul and believes that beauty is something which is not superficial. Ayurveda is based on natural ingredients and rarely gives any side effects to the users. Ayurveda takes the natural elements like water, earth, fire and air into consideration and tries to balance them in the body of individuals.

Beauty has been both an ancient and contemporary subject and has been sought out by the young and the old simultaneously. Kama Ayurveda Private Limited is a Delhi-based company which was founded by four cofounders,1 Vivek Sahni, Rajshree Pathy, Vikram Goyal and Dave Chang, in 2001 to provide something pure, natural and therapeutic to the world, already clogged with spurious and chemical products. They started their business in partnership with the 100-year-old Arya Vaidya Pharmacy of Coimbatore. Arya Vaidya pharmacy2 has been constantly striving to provide lifestyle improving products


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