In a world ruled by fast-paced living and chemical-based wellness trends, one Indian entrepreneur dared to look back into the roots of ancient India. With a simple belief that Ayurveda could go global, he built what is now a ₹235+ crore global wellness brand—The Ayurveda Experience (TAE).
A Vision Rooted in Ancient Wisdom
It all started in Gurugram, where the founder envisioned blending India’s 5,000-year-old Ayurvedic science with modern wellness needs. The goal wasn’t just to sell herbal products but to create a global Ayurveda lifestyle movement—something that connects authenticity, sustainability, and trust.
From Belief to a Global Brand
What began as an experiment quickly evolved into a global wellness powerhouse. Today TAE serves over 1.5 million customers across 150 countries.
The founder is Rishabh Chopra, who launched TAE around 2010 (company founded in 2010 according to some sources). Business Model & Current Profits (yes, actual numbers)
- TAE’s business model is predominantly D2C (direct-to-consumer): Over 90–97% of sales come from its own app/website, rather than through traditional retail.
- Global market focus: In some years, more than 90% of revenue came from overseas markets (North America, Europe, Australia) with India contributing under 10%.
- Product portfolio: Four proprietary lines—iYURA, Ajara, A Modernica Naturalist, Ayuttva (skincare, haircare, wellness supplements/functional foods) manufactured, sold and distributed via TAE’s platform.
Financial snapshot
- For FY23, revenue from operations reached approx Rs 259 crore, up +84% from about Rs 141 crore in FY22.
The business model is global digital D2C, rooted in ancient wisdom + modern e-commerce, and they are edging toward profitability (which is unusual for D2C in India). That’s part of what makes the story compelling.
Digital First, Tradition Always
Unlike traditional Ayurvedic companies, TAE’s growth was powered by digital storytelling. Through its online platforms, the brand introduced Ayurveda in a way that felt personal, educational and empowering. By simplifying complex Ayurvedic principles for global audiences, TAE transformed ancient wisdom into a modern wellness language.
Their e-commerce model, paired with educational videos, skincare guides and customer-first marketing, helped the company bridge the gap between East and West.
The ₹235+ Crore Wellness Empire
The brand has crossed the₹235 crore revenue mark (and beyond) in recent years.
It stands as one of India’s most successful Ayurvedic wellness exports. With a business model that controls product development, manufacturing, distribution digitally and globally, it avoids many middle-men problems traditional brands face.
Reviving India’s Ancient Heritage
At its core, TAE’s journey is about revival—restoring pride in Indian knowledge systems while making them relevant for the future. It’s proof that traditional sciences like Ayurveda can thrive in the digital era, not as relics of the past but as solutions for modern health challenges.
Key Takeaways from TAE’s Success
- Believe in the global potential of Indian traditions.
- Build authenticity and transparency into your brand DNA.
- Educate before you sell—awareness builds trust.
- Merge heritage with digital strategy to reach international audiences.
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