When Baidyanath Ayurved Bhavan began in Bihar in 1917, Pandit Ramnarayan Sharma never imagined how e-commerce would one day amplify his vision to provide effective and readily available medicines all across India. Today, the makers of the well-known Chayawanprash reach people across the country and abroad through their online channels with a range of products.

Dhananjay Sharma, Managing Director, Age Ayurveda
Dhananjay Sharma
Managing Director, Age Ayurveda

“A lot of people are interested in building up their immunity and staying healthy. E-commerce has opened many avenues for such products. ”
Dhananjay Sharma
Managing Director, Age Ayurveda

In response to the booming demand for Ayurvedic products, Baidyanath launched an exclusive online brand called Age Ayurveda on Amazon in 2020. Dhananjay Sharma, who is the Managing Director, is excited about the potential of this young brand. “Thanks to social media and information available online, a lot of people are interested in building up their immunity and staying healthy. E-commerce has opened many avenues for such products; instead of consumers relying only on neighbourhood store for products, they now have the power of choice."

Age New Amazon India

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Age Ayurveda has customers not only from big metros cities Bangalore, Kolkata, Mumbai, and Chennai, but often from places like Shillong, Goa, and Jaisalmer. Catering to a younger, on-the-go audience, the brand has created product innovations like a Chyawanprash-inspired Nutri Jam and sugar-free Chyawan pills.

Kerala Ayurveda Amazon India

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Kerala Ayurveda has been running consulting clinics across India for over 75 years, apart from wellness retreats in Kerala and Bangalore. While previously they had customers coming to their clinics to buy products, today their online consulting practice has grown in popularity and doubled their online sales on Amazon.

In pursuit of wellness

Indians are falling back in love with Ayurveda and driving huge online interest in natural wellness products. As per a report by Research and Markets, the Indian Ayurveda market is expected to grow to INR 710 billion by 2024. To keep with this massive demand, a plethora of new Direct-to-Consumer brands have emerged.

“E-commerce tools are a great enabler for Ayurveda. They've allowed us to successfully scale an offline doctor consultation model and reach millions of customers across the country.”
Jatin Gujrati
Head of International Growth, Vedix
Jatin Gujrati, Head of International Growth, Vedix
Jatin Gujrati, Head of International Growth, Vedix

Vedix - a 100% D2C brand that sells products through its website and marketplaces such as Amazon.in - has seen its sales double through the pandemic. Jatin Gujrati, Vedix's head of international growth, says, “Traditional formulations such as those prescribed under Ayurveda have always been part of Indian households. But with the onset of the pandemic and a general lack of time, more and more consumers are moving towards prepackaged solutions. E-commerce tools are a great enabler for Ayurveda. They've allowed us to successfully scale an offline doctor consultation model and reach millions of customers across the country, including those who don't have access to state-of-the-art Ayurvedic products in their regions.”

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Ayurveda is a wellness practice that dates back 5000 years, and espouses healthy living and a connection with nature that has today captured the imagination of the world. The Indian Ayurveda industry has several large players, but micro, small, and medium enterprises (MSMEs) have a market share that's over 80%. A total of 8,407 Ayush-licensed manufacturing units were registered in the country in April 2019 alone.

This is a massive indicator that India is poised to be the Ayurvedic playground of the world. And with e-commerce on its side, natural wellness is now within a click’s reach for anyone, anywhere.