D2C ayurvedic beauty brand The Ayurveda Co has shut down after ceasing operations in July 2025 and liquidating its assets.
The closure comes despite the startup raising about ₹125 Cr and building an extensive online and offline presence in a highly competitive, cash-intensive market
Cofounder Param Bhargava attributed the shutdown to expanding too quickly across channels and hiring too many senior executives before the business was ready
D2C ayurvedic beauty and personal care brand The Ayurveda Co
(T.A.C) has shut down, more than a year after it ceased operations, cofounder Param Bhargava said in a LinkedIn post.
Bhargava announced the closure of both TAC and its sister brand Khadi Essentials, adding that the startups stopped operations in July 2025. Their assets have since been liquidated, and the entities are now undergoing a formal winding-up process.
“Taking the hardest pill for now and shutting down my second love, The Ayurveda Co and Khadi Essentials,” Bhargava wrote.
He attributed the failure to the startup expanding faster than its systems and business could support.
“We expanded too fast, too wide, and (hired) way too many senior folks too early, before the system was ready,” Bhargava said, adding that the startup’s ambitions ran ahead of what the business could sustainably support.
The cofounder said the team tried to keep the business afloat by mortgaging parental property, while the cofounders did not withdraw salaries for more than a year. He added that the pressure of trying to turn around the business led to physical and mental breakdowns.
Bhargava took responsibility for the failure, saying there were several decisions he would make differently today.
Founded in 2021 by Bhargava and Shreedha Singh, T.A.C sold ayurvedic products across skincare, haircare, natural makeup, wellness, and supplements. The founders had earlier launched Khadi Essentials in 2019.
The startup sold its products through its website, ecommerce marketplaces, exclusive outlets, and multibrand stores.
(The story will be updated soon)
Source: Inc42
