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After reaching $8.1 Bn in 2024, India’s Ayurvedic market is projected to grow at an 18.4% CAGR between 2026 and 2030, reaching $22.4 Bn by 2030. The momentum is being fuelled by rising preference for ‘natural’ wellness and the expansion of ecommerce distribution. But the growth masks a friction: traditional Ayurvedic formats feel dated, while modern wellness products often struggle to earn trust.

Traditional Ayurvedic products often feel outdated. Modern supplements are met with scepticism because they lack the depth and credibility of ancient science. What consumers seek is an optimal synthesis: the legacy ayurveda married to the scientific rigour to build trust.

Deepak Agarwal saw this disconnect and founded AURIC to make Ayurveda easier to adopt globally through modern, daily-use formats. The D2C brand offers science-backed Ayurvedic formulations optimised for everyday use, addressing lifestyle issues people often live with silently — liver stress, bloating, constipation and fatigue. AURIC exports to 10+ countries, including the US, the UK, Australia, the UAE, Saudi Arabia, South Africa and Singapore.

AURIC’s pivot was to shift from high-logistics functional beverages to effervescent supplements that fizz and dissolve in water, herbal teas, and other drinks. The move improves shelf stability and makes the product far easier to scale globally. These formulations combine clinically studied Ayurvedic ingredients with proprietary components in modern, convenient formats designed to boost efficacy and, crucially, stickiness in daily use.

Besides formulations, the brand offers herbal supplements, flavoured nuts, herbal teas, and effervescent tablets, such as liver detox and lung detox, among others.

The brand maintains operational excellence through a decentralised manufacturing model, partnering with certified third-party facilities in Jaipur and Surat. Every product undergoes strict quality control and globally compliant labelling to meet international safety standards.

This strategy allows it to scale high-impact products like AURIC Liver Detox, currently one of the fastest-growing supplements in its category, and Flush365, a bowel movement fixer experiencing rapid global traction.

The momentum is driven by a repeat-purchase-led, profitability-first digital model. By focussing on fewer but larger hero SKUs, AURIC achieved sustainable unit economics. This product-market fit is reflected in the rapid scaling of its subscription model, particularly in North America, where it generates predictable, high-margin revenue.

In 2025, the brand experienced a significant turning point. Its revenue reached INR 109.57 Cr, up almost 5x year over year. Additionally, it achieved positive EBITDA in the latter half of the year. Currently, nearly 50% of its revenue comes from overseas markets.

As a digital-first venture, about 90% of AURIC’s sales are generated through its D2C platforms and global marketplaces.

In FY26, it is targeting a revenue run rate of INR 150-160 Cr, driven by growing subscriptions and an expanding international presence.

A Subscription Engine For Global Expansion

In the next 12-18 months, AURIC will launch two to three new hero SKUs and further solidify its subscription model in North America and the EU.

In the long term, it aims to become the category leader in daily preventive wellness, scaling its portfolio to reduce reliance on any single product.

As AURIC expands into more geographies, a key challenge will be navigating diverse regulatory landscapes whilst maintaining the integrity of Ayurvedic science. However, its focus on profitable growth will ensure that sustainable profit margins support every step towards global expansion.

[Authored By Vandana Batra]

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