Mumbai: Honasa Consumer, the parent company of Mamaearth and The Derma Co has launched an Ayurvedic skincare brand – Ayuga. The brand has collaborated with yoga and wellness ambassador Shilpa Shetty Kundra to craft the brand ideology.
"Millennials lately have been experiencing a hectic imbalanced lifestyle that eventually takes a toll on their physical and mental health. Ayuga was founded to restore balance in the lives of millennials through recipes and rituals," said the company in a statement on Thursday.
The brand has launched its first skincare range with Kumkumadi.
“For the last two years, we have been trying to understand the mystery of why Ayurveda has not been able to capture the fancy of millennials the way Yoga has. That’s when we envisioned Ayuga which will bring the best of both worlds," commented co-founder and CEO Varun Alagh. "Crafted on the philosophy of restoring balance to life, we have collaborated with Shilpa Shetty Kundra as she redefined yoga and wellness in India, and inspired millions of people to make yoga a way of their life."
“We are an organisation built on strong consumer centricity and direct-to-consumer format. Hence, we constantly research millennials’ concerns to create brands and products that serve them," stated Honasa Consumer co-founder and chief innovation officer Ghazal Alagh. "Ayuga stands for the marriage of rituals of yoga and recipes of Ayurveda to deliver true secrets of skin, hair, and health to the world. Partnering with Shilpa Shetty Kundra for Ayuga extended the brand’s thought of restoring balance in life. We are confident that the partnership with Shilpa will help propagate our brand proposition across millennials.”
“When I heard about Ayuga and the ideology behind the brand, it immediately resonated with me," said Shilpa Shetty Kundra. "The thought of using traditional Ayurveda recipes and creating modern formats of skincare like serums and gels, without compromising on the authenticity of the ingredients is unique. I am sure the consumers would love the brand and its products; hence I urge them to restore balance in their lives through Ayuga recipes and rituals.”
