Co-founder of The Ayurveda Co, Parama Bhargava, announced on Thursday that the D2C beauty and wellness brand is officially closing, more than a year after its operations were suspended. The company ceased operations in July 2025, after which its assets were liquidated.
According to Bhargava and co-founder Shridekha Singh Bhargava, the brand has remained inactive since then and is now undergoing a formal closure. This step concludes the story of a consumer brand that managed to raise approximately 125 crore rupees in venture capital, establish an extensive online and offline distribution network, and employ over 1000 people at its peak, including full-time and freelance staff.
Bhargava attributed the failure to the company expanding faster than the business's sustainable potential allowed. He noted that TAC was rapidly increasing its presence across numerous channels and hiring senior management before the company's operational systems were mature enough for such scale. To try and save the business, the founders forewent salaries for over a year and put up family equity before making the final decision to cease operations. Bhargava also took responsibility for strategic errors, stating that he would have acted differently in several decisions in retrospect.
During its operation, TAC achieved an annual Gross Merchandise Value (GMV) exceeding 150 crore rupees, according to Singh Bhargava. Combining TAC with the founders' previous venture, Khadi Essentials, both businesses collectively generated about 250 crore rupees in net income and reached 2 million consumers over seven years, according to Bhargava. At its peak, the enterprise included 20 proprietary stores, 800 beauty consultant points, 110 active distributors, and over 10,000 retail touchpoints.
In 2022, TAC raised $3 million in a round led by Wipro Consumer Care Ventures, with participation from Rahul Gupta of Tricity Technologies and Harsha Gupta of the School of Design and Entrepreneurship. Then, in 2023, a Series A round of 100 crore rupees ($12.2 million) was conducted, led by Sixth Sense Ventures, with participation from actress Kajal Aggarwal, startup founders, and venture debt funds. The company planned to use these funds to strengthen its offline presence, bolster manufacturing and R&D, and increase digital awareness of Ayurveda.
At the time of the Series A funding, TAC had over 100 products in 20 flagship sales points and more than 5000 retail stores. Bhargava had previously stated that TAC aimed to become a profitable unicorn by the 2026 fiscal year and achieve an IPO by the 2028 fiscal year, but these ambitions were ultimately not realized.
Bhargava stated his intention to continue working in the health and longevity sector in his next project. He also expressed willingness to discuss the The Ayurveda Co brand with entrepreneurs interested in developing the Ayurveda category.