Ayurveda in India has evolved from a traditional system of medicine to scientifically backed and modern beauty formulations. The use of Ayurvedic herbs, which traditionally focused on inner wellbeing, gradually expanded to skin and hair care regimes. Healthier lifestyles paved the way for a new wave of Ayurveda, with more focus on holistic wellbeing. Ayurvedic brands are engaging more with consumers while also stressing the importance of diet, meditation and yoga as part of a daily routine.
Ayurveda is an ancient system of medicine and one of the oldest wellness trends in India, with its roots and practices dating back over 5,000 years. Traditionally, Ayurvedic herbs such as coriander, cumin and fennel were used to create various Kashayams (decoctions) for indigestion, coughs, colds and inner wellbeing. As consumers realised the benefits of Ayurvedic herbs beyond inner wellness, the trend of using them at home for hair and skin care regimes became a common phenomenon.
Ayurveda initially started out with consumers preparing home remedies. To tap into this potential and target a larger consumer base, legacy companies launched packaged Ayurvedic beauty and personal care products. Over the course of time, however, Western beauty brands gained popularity in India with their attractive product claims and packaging. However, the revival of Ayurveda occurred during the 21st century, with emerging companies using different strategies along with differentiated products in comparison with legacy Ayurvedic companies.
These start-up/emerging companies took Ayurveda to a new level by associating it with luxury and propagating its use for maintaining mind and body balance and overall wellness. In addition to propagating the benefits and efficacy of Ayurvedic herbs, these companies engaged directly with consumers pre- and post-purchase, while also stressing the importance of diet, meditation and yoga as part of an individual’s daily routine.
In the Asia Pacific region, consumers are moving towards beauty and personal care products containing natural and plant-based ingredients, which has aided the popularity of Ayurveda in the region. In developed countries across North America and Western Europe, Ayurvedic beauty brands are popular among niche consumer segments engaged in sister concepts to Ayurveda, such as meditation and yoga.
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