How Astroyogi is blending AI, ecommerce, and spiritual services

Once limited to newspaper horoscopes and early-morning TV segments, astrology has undergone a transformation. In today’s digital world, it is no longer just about reading your daily horoscope—it’s about live consultations and curated spiritual experiences.

Leading this trend is Astroyogi, a Gurugram-based startup that is reimagining how ancient astrology wisdom fits into today’s modern lives.

Founded by Meena Kapoor and her son, Aditya Kapoor, the platform connects users across the world with expert astrologers, and also provides a marketplace for spiritual products. In December 2024, Aditya Verma joined the company as co-founder and Chief Growth Officer (CGO). Verma previously had a short stint with Astroyogi as Senior Product Manager in 2018-19.

The startup provides services ranging from vaastu consultations and numerology to pooja services, and sessions like reiki and pranic healing. Additionally, its retail segment, Yogii by Astroyogi, offers various spiritual and healing products ranging from agarbattis to gemstones.

The astrotech startup has around three crore users from across the world, and has a network of more than 5,000 verified professionals offering services in 11 languages.

Why was it started?

Astroyogi’s journey began in the early 2000s under the name Netway India Pvt Ltd, a telecom value-added services provider. Back then, the company offered services like email-based astrology reports and sold gemstones.

However, in 2016, the co-founders recognised the potential of bridging the gap between astrology and its accessibility through technology. This led them to pivot and rebrand the company as Astroyogi, an app-first engagement platform, connecting users with astrologers.

“People were buying gemstones so that they could speak to the astrologer longer, and we realised that the need of the market is not gemstones or remedies, but that people wanted to speak to astrologers for longer. So, we flipped the model and introduced a wallet-based system,” says Aditya Kapoor.

“The bread and butter of the company is the live consultation,” he says. This includes calls, chats, and live videos, which constitutes a major chunk of the company’s business.

Additionally, Astroyogi offers other healing and appointment-based sessions, as well as teaching sessions for those interested in learning Astrology. The teaching sessions are priced at Rs 1,500. “We also offer scholarships to support women who require financial assistance,” says Aditya Kapoor.

On the app, users can browse for services including Reiki healing, vaastu, palm reading, learning tarot, life coach, tarot card reading, pranic healing, yoga and meditation, and poojas.

The startup used a wallet-based system, and its live consultation starts from Rs 50. With multiple practitioners to choose from based on their area of expertise and experience, each of them have different rates, which begin from anywhere between Rs 9 and can go up to about Rs 75 per minute. Users can recharge their Astroyogi wallets and avail the services as required. They can also avail 30-minute sessions for Rs 1,500.

The company says that its astrologers earn an average of Rs 35,000 to Rs 40,000 per month.

When clients need to perform poojas to address specific doshas, Astroyogi gives an option to have these rituals performed by astrologers on its roster. If the client prefers the astrologer they previously consulted, that can be arranged as well, explains Aditya Kapoor. 

Since clients may not always be available to attend the puja, they receive recordings of the rituals. “If the puja is over several days, then of course we just send recorded clippings of the relevant part of the puja,” says the co-founder.

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Operations

Astroyogi has a global presence, serving clients in nearly 80 countries, with its core user base being the GenZ (ages 18-35). It receives regular calls and chats from more than 25 countries. Additionally, in India, it sees traction from the metro cities, as well as Tier II and Tier III cities. The company has a team size of about 120.

Around 85% of Astroyogi’s clients are domestic and 15% are international. While most of its overseas clients are of Indian descent, the company has also seen people from Mexico and Colombia reach out for appointments with astrologers.

Aditya Kapoor says that the company stands out in the market for its privacy, transparency, and not operating via fear-based marketing. 

“In a space like ours, I think it is very easy to go down the fear-based marketing route. We have stayed away from that and tried to approach this in the most ethical manner possible, while also ensuring accessibility to the maximum number of people,” he adds.

The company does its marketing via Google and Meta, affiliate marketing, and influencer marketing.

Describing the challenges faced by the company, the COO says, “Successfully pivoting three times throughout our journey to adapt to market needs, choosing to remain bootstrapped despite competition from heavily funded players, and upholding our core values and ethics, even when faced with the unethical practices of some competitors.”

The company has also launched Yogi Mall, a retail space, where it has its own line of products, targeting the FaithTech space, and the festival commerce space. The Yogi Mall contributes to about 6%-8% of its total revenue.

The co-founder sees AstroTalk as its direct competitor.

Charting a growth plan

According to Redseer, India’s online astrology market is currently valued at $102-106 million, and is expected to grow ten-fold by FY30.

Additionally, Allied Market Research says the global Astrology market size, which was valued at $12.8 billion in 2021, is projected to reach $22.8 billion by 2031, growing at a CAGR of 5.7% from 2022 to 2031.

The bootstrapped company clocked a revenue of Rs 85 crore in FY25, and aims to reach a Rs 500 crore revenue over the next four to five years.

The company sees a gross margin of 50% and a net profit of 2%-3%.

In March this year, the company expanded its retail presence with the launch of ‘Yogii by Astroyogi’ a collection which includes astro-spiritual products such as Rudraksha beads and malas from Nepal and Indonesia. It also has expert-verified healing crystals in various forms such as bracelets, pyramids, and raw stones. Additionally, it also includes an eco-friendly range of puja products, such as premium natural agarbatti, sambrani, dhoop, and traditional puja oils.

Additionally, the company is looking to integrate AI to provide a more personalised journey to users, a recommendation engine to pair a user with the best astrologer for them.

It is also exploring another use case to assist astrologers give better consultations using AI, the founder says.