Co-founder Stuti Ashok Gupta tells BW Retail World how Amrutam is transforming women’s health through authentic Ayurvedic malt formulations, community-first growth, and science-backed innovation
Amrutam is known for staying true to Ayurvedic formulations. How did the brand begin, and what shaped its early journey?
Amrutam began with my father, whose goal was to bring malt-based formulations (malts) back into the Ayurvedic mainstream. He first explored contract manufacturing with pharmaceutical partners, but he realised the output didn’t match his quality expectations. That’s when he decided to build Amrutam in-house.
Even today, around 90 per cent of our revenue comes from malt-based formulations, with 17 variants currently in the portfolio. Our top-selling product is Nari Sondarya Malt (NSM), aimed at menstrual health, irregular periods and PCOD — and nine out of ten women report positive outcomes.
Initially, Amrutam was a small, family-run setup driven by doctor prescriptions. When my brother and I joined in 2017, we saw that malts needed awareness and education, so we shifted from offline distributor networks to a direct-to-consumer model focused on community building.
Today, most of our revenue comes from our website and app, supported by telemedicine, where customers consult Ayurvedic doctors and receive lifestyle and diet plans alongside products.
The women’s wellness and beauty space is competitive. Where does Amrutam sit within it?
Although we offer skincare and haircare, our foundation is wellness and nutraceuticals. We lead primarily in women’s health. On Amazon, Nari Sondarya Malt ranks number one in the women’s health category, even against well-funded players such as Kapiva, Gynoveda and Krishna Herbals — and we’ve achieved this as a bootstrapped brand.
Our credibility comes from product efficacy, not aggressive spending. Two years ago, we were at Rs 15 lakh a month in revenue. Today, we’re close to Rs 4 crore monthly, with 40 per cent repeat customers. That repeat rate is what enables sustainable growth.
Ayurveda and clean wellness brands continue to multiply. How do you differentiate?
Our difference begins with ingredients and process. Many brands use a chemical base with a few Ayurvedic extracts added for claims. At Amrutam, every ingredient is genuinely Ayurvedic — no extracts, no fillers. For example, when we say a product contains Manjistha, it’s actual Manjistha, not just an extract. It’s like real lemon juice versus lemon essence — only the real thing delivers full results.
Since we manufacture in-house, we have complete control over quality and formulation integrity, unlike brands that white-label from shared factories.
Even in hair and skin, our positioning is rooted in wellness rather than cosmetic claims — a deeper problem-solving approach than what most brands offer.
Many brands are scaling quickly through marketplaces and omnichannel presence. How are you balancing channels?
We currently generate about 85 per cent of revenue through our own channels and Amazon. We intentionally keep our channel mix focused because Ayurveda-based wellness requires education, which is harder to deliver in offline environments.
We also build personalised support through teleconsultations, where customers receive guidance beyond just a product prescription. That level of understanding often gets lost in a retail setting.
For the next year, we don’t plan to expand aggressively offline. Our focus is to deepen our online ecosystem — e-commerce, telemedicine and community.
On Instagram, we’re at 3.4 lakh followers, most of whom engage with our content on Ayurvedic living rather than just product-led messaging. Education is fundamental for us.
What’s next for Amrutam in terms of innovation and growth?
Our vision is to establish Amrutam as the leading Ayurvedic brand for women’s health — an underserved category for decades. We are targeting Rs 100 crore annual revenue next financial year.
Beyond menstrual and hormonal balance, we’re developing solutions focused on sleep, stress and metabolic wellness, areas where modern lifestyles affect women deeply.
We also recently launched Shilajit Gold Malt, suitable for both men and women. Most brands market Shilajit exclusively for men, but as a natural ingredient, it benefits all genders — and we want to change that narrative.
Overall, our purpose is preventive wellness. You don’t need to wait for a health issue to use our products. They’re designed as daily supplements that support digestion, skin health, mood and overall vitality.
Any final thoughts on the broader women’s health landscape in India?
Women’s health concerns — especially menstrual issues — have long been treated superficially. Many young girls are prescribed birth control pills for menstrual regulation without assessing long-term impact. Ayurveda offers safer, natural, long-term solutions.
There’s also a cultural taboo around topics like menopause and sexual wellness, which leaves many women without support. We want to change that — through honest conversation, real science and accessible Ayurvedic formulations.
