Shreedha Singh is the Co-Founder & CEO, The Ayurveda Co. The Ayurveda Co’s offerings are formulated keeping in mind the science of healing and not just instant gratification. She is an ardent believer of Ayurveda and all things natural and is constantly on the lookout for new and interesting ways to dig our ancestry and how we can make it pleasurable. Before starting The Ayurveda Co, Shreedha along with her co-founder launched Khadi Essentials in 2019. Khadi Essentials is one of India’s fastest-growing D2C Beauty & Wellness brands in e-Commerce. She pursued MBA from Punjab University.
Since the beginning of the Coronavirus global pandemic, there has been a substantial growth in the ayurvedic wellness industry influenced mainly by pandemic induced paranoia and a greater emphasis is witnessed on naturally derived, preventive immunity building measures. People have been in panic mode & search for new, safer avenues of health & immunity surged in google searches, e.g., Kadha recipes, ingredients like Ashwagandha became rising keyword post first wave of COVID-19. Awareness, both created through Govt. Standards and information surge in social media or personal experiences lead to finding and adopting natural & traditional medicines over chemicals that provide no side effects in the long run.
The younger generation has been fed with the benefits & positives of adopting natural medicine & lifestyle, thus making them open to experiment & integrate Ayurveda as their way of life. With mother’s whipping Kadha and Haldi Milk for immunity, feeding chia seeds, soaked almonds, and looking at all the ayurvedic treatments like Giloy, Amla, and Tulsi in everyday meals the next generation have been widely introduced to the multi-layer benefits of home-grown, readily available Ayurveda at their disposal.
With the digital media being at finger distance of access, the world is bombarded with information on COVID-19, natural ways to boost immunity, build inner strength etc. During the pandemic, 76% of content consumption has been around finding ways to protect oneself from Coronavirus with naturopathy, healing the symptoms and building immunity.
This establishes the ground for integrating Ayurveda & home remedies with our everyday routines. Since Ashwagandha, Giloy, Aloe Vera, Turmeric had made it to every kitchen, there are no two thoughts that Ayurveda has made its space into the lives & homes for the long run.
Looking back at the existence of Ayurveda, the sentiment has been polarized between masses & classes of Ayurveda adaptability. The brands positioned it either as a luxury with sense of exclusivity attached to it or a household product. This, however, is in the middle of a transition. A large pool of consumers, with educated, well-informed personalities, are risen to willingly upgrade to a better quality everyday consumable product for the value of money.
This is how Ayurveda- 2.0, a next-gen leap in the world of Ayurveda, has taken place with readily available shelf products made with all-natural ingredients & ayurvedic recipes. India has a deep-rooted acceptance for Ayurveda & natural, holistic beauty. From Ayurvedic medicines to Daily care essentials, the revolution has changed the way Ayurveda is perceived. Earlier, Ayurveda carried a stagnant aura of all-medicinal, herbs & spices, kitchen-prepared regimes for bodily treatments. This has been revamped with multiple beauty ranges, skincare products like skin oils, serums, face masks, cleansers etc.
This positive rage has reached borders into the international market, which has always been identified as curious seekers of mystic Ayurveda formulations hailing from India’s exotic, tropical sub-continent.
The ready-to-use Ayurveda products with no side effects and 100% natural ingredients have been readily accepted by a community of seekers who believe in economic, honest, and global sustainability. The Govt. Of India has taken charge to preserve and encourage the age-old practice of Ayurveda by establishing the Ministry of Ayush. Ministry of Ayush (Ayurveda, Yoga, Unani, Siddha & Homeopathy) works to educate the masses about seven traditional healthcare systems.
The conventional image of Ayurveda therapies was limited to & surrounded with internal wellness. However, with the new wave, this has been taken forward and transitioned towards external health, including skin, hair & body care.
While Ayurveda 2.0 has brought a lot of good through its progressive approach, there is a flip side to it too. With everyone riding and encasing the wave, many brands have emerged as pseudo-Ayurveda entities. The damage that this belief cause includes breaking the belief a consumer has in the efficacy & quality of so-called ayurvedic products.
When it comes to emerging trends, Scientific ingredients are in vogue with skin & hair care. Brands with Ayurveda at essence are experimenting with natural substitutes with plant-derived chemicals. It is interesting to witness how Ayurveda has carried its legacy without negating modern science as well.
The experience of Ayurveda has evolved from something unpleasant, repulsive, time-taking, & complex to a look-forward to activity. The readily available, jar-packed goodness of Ayurveda has made it convenient for the consumers to access, indulge and appreciate this age-old wisdom at their facilitation.
All in all, Ayurveda 2.0 is the rediscovery of 3000 years old natural, holistic wellness system in the 21st Century. It is in pursuit of making simple, practical, fuss-free & relevant solutions for modern solutions. These high-quality, effective solutions can be seamlessly integrated with everyday life.