The shutdown marks the end of a four-to-five-year run during which TAC scaled to more than ₹150 crore in annual gross merchandise value. Photo: X/@TheAyurvedaCo_
The Ayurveda Co (TAC), the Ayurveda-focused beauty and personal care brand, is being formally shut down after its operations were stopped in July 2025 and its assets subsequently liquidated, co-founder Param Bhargava said in a LinkedIn post.
Co-founder Shreedha Singh Bhargava also confirmed the closure in a separate LinkedIn post, saying the brand had remained inactive since operations stopped and that the company is now being formally closed.
“I’d rather say this out loud than let it quietly disappear,” she wrote.
The shutdown marks the end of a four-to-five-year run during which TAC scaled to more than ₹150 crore in annual gross merchandise value (GMV), according to Ms. Shreedha. The company had a team of more than 1,000 people across on-roll and off-roll roles and built a significant retail and online presence across India, she said.
Param said that over seven years, TAC and Khadi Essentials, another brand associated with the founders, generated ₹250 crore in net revenue and reached 20 lakh consumers. At their peak, the businesses had 20 owned stores, 800 beauty-adviser counters, more than 10,000 touch points and 110 operational distributors, he said.
Param also said the ventures had raised ₹125 crore from venture capital investors and angel investors.
The founders attributed the eventual failure primarily to the pace and breadth of expansion.
“We expanded too fast, too wide, & way too many senior folks too early, before the system was ready,” Mr. Param said in his LinkedIn post.
Ms. Shreedha similarly wrote: “We expanded too fast, too wide & way too many senior folks too early on, before the system could digest – a small baby had too many mothers.”
The founders said they made significant personal sacrifices while attempting to turn the business around. According to Ms. Shreedha, they mortgaged their parental property and did not withdraw salaries for more than a year.
“Param & I fought very, very hard to keep the boat afloat,” she wrote.
Mr. Param said he took full responsibility for the decisions that did not work and acknowledged that there were several decisions he would make differently.
“I take full responsibility for what did not work, and I am still incredibly proud of what we built together,” he wrote.
The closure also represents a reversal from the founders’ position a year earlier. In a LinkedIn post last year, Mr. Param had said the company was being reshaped around “Functional Ayurveda”, with plans to deepen its presence across Ayurvedic ingestible and topical categories and make Ayurveda more relevant to younger consumers.
In the recent post, Ms. Shreedha said she had repeatedly reviewed the company’s decisions to identify what could have changed its trajectory.
“I’ve post-mortemed every significant & small decision gazillion times over, trying to figure out which one could’ve been the inflection point for a different outcome,” she wrote.
Mr. Param said the closure also affected stakeholders who had backed the business. “…I can only say sorry to all of the stakeholders who also had to bear a few losses because of us,” he wrote.
He said he now wants to build in the broader health and longevity space and indicated that he would be open to discussions with those interested in building in Ayurveda using The Ayurveda Co brand.
Ms. Shreedha said she was “contemplating what my next purpose looks like” as the chapter closes.
Published – September 04, 2026 03:20 pm IST
