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Shutdown · Commerce & Consumer Brands

The Ayurveda Co. shuts down after liquidating assets

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Date
Company
The Ayurveda Co.
What it does
Ayurvedic beauty and personal care brand
Kind
Shutdown
Sector
Commerce & Consumer Brands

What they do

The company sold modern Ayurvedic beauty and personal care products to younger consumers through online and retail channels across India

What happened

The startup ceased operations in July 2025 and is currently undergoing a formal winding-up process after liquidating its remaining assets

Why it matters

Founders attributed the closure to aggressive expansion strategies and premature hiring of senior management that strained the company's financial health

The details

  • The Ayurveda Co. has officially ceased all business operations as of July 2025.
  • The company is currently undergoing a formal winding-up process to conclude its legal existence.
  • All company assets have been liquidated to settle obligations following the decision to close.
  • Founder Shreedha Singh Bhargava announced the shutdown through a public statement on LinkedIn.
  • The founders attempted to sustain the business by mortgaging family property and foregoing salaries for over a year.

The bigger picture

  • Management cited aggressive expansion as a primary factor that led to the company's eventual failure.
  • The hiring of senior leadership too early in the company's growth cycle created unsustainable financial pressure.
  • The founders expressed gratitude toward their employees, investors, and partners for their support during the journey.

About the business

  • The company operated as a modern Ayurvedic brand focusing on beauty and personal care products.
  • It targeted younger consumers who prefer traditional ingredients packaged for contemporary lifestyles.
  • The brand maintained a presence through both online platforms and physical retail stores across India.
  • At its peak, the company supported a workforce of over 1,000 employees across on-roll and off-roll roles.
  • The business generated an annual GMV (gross merchandise value; total value of goods sold) exceeding Rs 150 crore.

What happens next

  • The founder is currently exploring her next professional purpose after closing the chapter on this startup.

The deal

Type
shutdown

Founders

  • Shreedha Singh Bhargava, Founder
  • Param Bhargava, Co-founder

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