Ashpveda Founder Hari Ram Rinwa on clean sourcing, authentic formulations, and taking Indian Ayurvedic skincare to the world
Ashpveda, founded by CEO Hari Ram Rinwa, was built on the belief that natural skincare must go beyond marketing claims. The brand was launched to address a clear gap in the Indian beauty market, where the term “natural” is often loosely applied. In conversation with BW Retail World, Rinwa shares more about the brand journey and ethics
What inspired you to create Ashpveda, and what gap in the skincare market were you aiming to bridge?
Ashpveda is born out of a vision to bring back authenticity to beauty by bridging the gap between ancient Ayurvedic wisdom and modern skincare needs. We noticed a glaring lack in the marketplace space where “natural” was being used as a noun instead of an adjective. Our dream was to create a brand that actually creates value and products that are actually pure, well-crafted, and harmless to human nature and the environment. Each Ashpveda product reflects our faith that beauty, drawn from nature, is not transitory.
How does Ashpveda define Ayurvedic skincare in the context of today’s modern beauty landscape?
To us, Ayurvedic skin care is not a trend; it’s an art perfected for modern living. It’s a curation of the finest natural ingredients, prepared in sync with ancient Ayurvedic scripture, and preserving it pure from development to packaging. It is not just a philosophy of beauty; it’s holistic, which goes beyond the benefits of the outer world. It maintains the body in balance, tranquility, and confidence. In this age of hurrying, it is our means of stopping people in their tracks and dancing to the rhythm of nature.
Can you share how you source your ingredients and ensure both sustainability and purity in your products?
We believe in strong traceability to preserve nature. We source all-natural herbs and ingredients directly from where they are cultivated in their optimal time of season. From the valleys of Himachal and Madhya Pradesh fields to the fields of Kashmir and Rajasthan, we source all herbs directly. We shade-dry all herbs so that their potency is preserved. We source locally from farmers directly through responsible, green channels without leaving our whole process from cultivation to craft with the lightest ecological footprint.
What are the key Ayurvedic ingredients that form the core of your formulations, and what makes them special?
All Ashpveda products are based on ancient Ayurvedic texts, where herbs that were classically revered for their rejuvenating, restorative, and protective powers were blended together. Kumkumadi, Sandalwood, Neem, Saffron, and Aloe Vera are just some examples of the common denominator ingredients in most of our products. They are greatly appreciated by Ayurveda for their ability to promote skin health, hydration, and natural radiance. The remarkable thing about them is that they act in harmony as a system, where each herb serves to complement other herbs, whose qualities are as beautiful as they are healthy.
Where do you see Ashpveda in the future—any upcoming innovations, expansions, or goals you’d like to highlight?
Our goal is clear: to take The Absolute Ayurveda to the world. In just a short span, Ashpveda has established a strong presence across India, the Gulf Cooperation Council, and North America. We’re now expanding further into new global markets while introducing innovative Ayurvedic beauty formulations that combine classical authenticity with modern sensorial appeal. Beyond growth, our long-term vision is to make Ayurveda not just relevant but aspirational, a global symbol of conscious, luxurious living.
