Published Online:September 2026
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF050926
DOI:10.71329/CaseFolio/2026.26.3.66-77
Author Name:Gagandeep Singh, Manav Mehra, Yash Dukhande and Yashodhan Karulkar
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:66-77
This case study examines the transformation of Forest Essentials from a niche Indian brand to a leading position in the international market for luxury Ayurveda. Founded by Mira Kulkarni, the brand has established a unique position by fusing India’s Ayurvedic heritage with a luxurious approach to beauty and wellness. This case outlines the opportunities and challenges of international expansion and presents insights into the complexities of scaling up a luxury brand in a globalized competitive environment. Forest Essentials had moved beyond being a niche Indian brand by 2022. It had established itself as India’s leading luxury Ayurveda brand and had opened the brand’s first international flagship store at Covent Garden, London. It relied on word of mouth instead of conventional advertisingg and stayed true to its core belief: “If you cannot eat it, do not use it on your skin.” Its entry into the United Kingdom brought about a rethink in strategy, as customers in India were familiar with Ayurvedic philosophy, while customers in London were expected to frequently ask questions about the dermatological basis and performance of the products. This difference created a marketing dilemma about how to position the product and what to communicate to different groups of customers in different places. As digital and in-person shopping became the new normal, gaining the trust of and connecting with international consumers while preserving the brand’s cultural and regional heritage became increasingly important.
The size of the Ayurveda market across the globe in 2024 was 1,315,400 mn and is expected to grow to almost 6,811,600 mn by 2035. The largest segment of this market is healthcare products, which are projected to increase at a rate of 16.22% during this time (Market Research Future, 2025). It is anticipated that the number of Indians with an annual income exceeding 1 mn will increase to 10 cr by 2027, as a result of which households will have higher disposable income (Alpha Capital, 2025).