Beauty takes natural turn, demand for ayurveda products soars in India

A 2018 report by Research and Markets, which pegged the ayurveda market in India at Rs 300 billion, expects it to touch Rs 710.87 billion by 2024

Immunity boosting foods and drinks. Sustainable fashion. Beauty products with natural ingredients. There was always a market for these, and the pandemic has only made it bigger. Within beauty, brands have recorded a greater demand for ayurveda products.

“Over the last two years, we have noticed a marked increase in the inclination towards ayurveda-based products, as part of a larger shift towards cleaner, organic and natural beauty,” a spokesperson for e-commerce platform Myntra tells Business Standard. “This shift has aided the surge in demand on the platform and has been accelerated with the pandemic, resulting in consumers becoming more