How the D2C Auric brand is disrupting the healthy Ayurvedic drink space

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A fractured spine in college introduced Deepak Agarwal, the founder of Auric, to yoga after physical therapy didn’t work for him. Yoga made him a strong advocate of ancient wisdom, which led him on the path of learning and experiencing Ayurveda. While convincing his friends and family to adopt Ayurveda, he observed why millennials refrain from adopting Ayurveda. These reasons were either a lack of sensory sensitivity, a lack of confidence or a lack of aspiration.

He thought millennials would carry the flag of Ayurveda in the future, therefore, he decided to create Auric – an Ayurveda-based brand for millennials. Wellness, natural living, and homecoming are some of the powerful engines of Ayurveda, and Auric was built at the head of it.

Auric operates in the high-end segment at the crossroads of consumer goods and complements. It offers a unique range of Ayurveda-inspired coconut water drinks for beauty and well-being, healthy skin, balanced weight and stronger hair.

“Millennials are now discovering new brands online and as a result Auric is a 100% online brand available on PAN India. It’s essentially a novel and an aspiration Direct to consumer (D2C) creating innovative and practical lifestyle products by blending Ayurveda with the benefits of modern science. The brand aims to make a name for itself in the lucrative $ 5 billion Ayurveda and supplement industry by championing a scintillating line of world-class consumer products, ”said Deepak Agarwal, Founder and CEO, Auric.

The brand opted for the D2C model to allow a better experience and maintain a close relationship with end users.

Disrupt the Ayurvedic space with healthy drinks

There are basically three themes where Auric is trying to build his own presence: –
– Premiumisation: Ambitious switch from Haldi doodh to turmeric latte
– Convenience: From ready-to-make to ready-to-drink (Aloe Amla Juice vs Aloe Amla Drink)
– New: Same benefits but different formats (Glowing Skin Drink and Glowing Skin Tablet)

“The drinks are prepared keeping in mind the traditional formulations of Charaka Samhita as well as the recommended daily allowance as prescribed by Ayurveda Pharmacopeia of India. Each bottle of Auric contains 25 percent of the Recommended Daily Allowance of herbs essential for wellness and beauty. The best part is that we don’t add any preservatives or chemicals. Auric drinks are 100% natural, made with premium herbs, tender coconut water and refreshing fruit juices – to deliver the benefits of Ayurveda in one drink. We distilled the benefits of 5 Ayurvedic herbs into each bottle of Auric and mixed them with coconut water, ”he explains.

Future plans

Auric has grown 300 percent year over year. The brand has introduced new products and invested in marketing strategies to grow its business and market share.

The company recently received a pre-Series A financing of US $ 2 million led by Cactus Venture Partners and Venture Catalysts. The funding round also saw the participation of other prominent investors such as 9Unicorns, KarthikBhat via AngelList and Capital-A (Manjushree Ventures).

“Overall, Auric has been well funded in recent years with over $ 3 million and plans to use the funds to develop Ayurveda through product and market driven innovations,” he concludes.


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