Wellness the Ayurvedic way: 7 homegrown brands shaping India’s wellness market

In a world that runs after quick-fix beauty solutions and chemical treatments, Ayurveda, India’s ancient system of medicine, offers a holistic approach to wellness and skincare. 

With formulations extracted from herbs, oils and minerals, and rooted in 5,000-year-old medical tradition, Ayurveda goes beyond surface-level beauty. Its remedies are not one-size-fits-all, and are guided by one’s individual constitution or doshas—vata, pitta, and kapha. 

According to IMARC, the Indian ayurvedic products market was pegged at Rs 87,590 crore in 2024, with projections to reach Rs 3,60,500 crore in 2033 at a CAGR of 16.17% during 2025 and 2033.

From nourishing oils like Kumkumadi (Saffron-infused oil) and Bhringraj (False daisy oil), to herbs such as neem, turmeric, and Ashwagandha, Ayurveda prescribes nature’s pharmacy in a way that it restores balance and radiance naturally. 

SMBStory has curated a list of seven Ayurvedic wellness and personal care brands in India that are creating a legacy with innovation and unique offerings. 

Baidyanath Group

Founded in 1917 by Ram Dayal Joshi and Ram Narayan Sharma, Baidyanath Group is one of the oldest Ayurvedic houses in India. Headquartered in Kolkata, the company has a strong presence across the country with production units in Jhansi, Patna, Nagpur, and more recently, in Kashipur and Seoni, among others.

Baidyanath Group’s product portfolio includes classical Ayurvedic medicines, herbal skincare and health supplements. The brand's most popular product, its flagship Chyawanprash, has become a household staple across generations. 

What sets Baidyanath apart is its century-old legacy and deep expertise in traditional formulations, combined with the ability to innovate for contemporary needs. According to online sources, Baidyanath Group’s revenue, as of FY2024, stood at Rs 689.74 crore. 

Shahnaz Husain Group

Founded in 1970 by beauty entrepreneur Shahnaz Husain, the Shahnaz Husain Group has been a pioneer in professional Ayurvedic beauty care. The New Delhi-based business carved a niche globally by focusing on herbal skin, hair, and wellness products that brought Ayurveda to international beauty counters.

For more than 55 years, the Shahnaz Husain Group has developed over 370 formulations, based on herbs, flowers, fruit extracts, essential oils, precious minerals and gems. Its product line ranges from skin creams and cleansers to hair tonics and spa essentials. Shahnaz Husain’s products are available in Southeast Asia, Japan, Australia, the Middle East, Africa, the US, the UK and Europe, through a network of franchise ventures and direct product distributors. 

Shahnaz Husain was awarded the Padma Shri in 2006, recognising her contribution to the industry. In 2010, the entrepreneur was invited to former US President Barack Obama’s World Summit for Entrepreneurs to represent India. 

Medimix

The origin of Medimix dates back to 1969, when Kerala-based VP Sidhan first formulated the iconic 18-herb soap under the same name. 

Presently headquartered in Chennai, the legacy of Medimix has been carefully preserved and passed down through generations, leading to the creation of a diverse range of products and remedies that have the potential to heal in a natural way. It has now become a household name with a product portfolio comprising soaps, body washes, shampoos, and hand wash, among others.

More than 55 years later, Medimix distributes its products across India, excluding the South Indian market, as per the brand’s agreement with the AVA Group. Besides that, the brand exports to more than 30 countries, including the US, Malaysia, Singapore, and Taiwan, among others.  

According to media reports, the company has set a target of achieving Rs 500 crore turnover in 2025. 

Just Herbs

Founded in 2013 by biochemist and neuropathy professional Neena Chopra, Just Herbs is a holistic Ayurvedic skin, body, and personal care brand. The brand focuses on using certified, organic, and well-crafted ingredients, sourced from farms across the country. 

With headquarters in Mohali, Punjab, Just Herbs was later joined by Chopra’s daughter-in-law Megha Sabhlok and son Arush Chopra, who became co-founders of the company. The brand’s core offerings now include over 150 formulations. 

In 2021, FMCG giant Marico acquired a 60% stake in Just Herbs’ parent company Apcos Naturals. This helped the brand grow its retail presence to over 500 touchpoints across India. Its products are available in major ecommerce platforms, including Flipkart, Amazon and Nykaa. 

Khadi Natural

Established in 1963, Khadi Natural is rooted in the Gandhian philosophy of ‘khadi’ that promotes self-reliance and local employment. The company evolved from the Gramodaya Ashram in Ghazipur, and now operates from New Delhi, under the leadership of Gaurav Singh, the Managing Director of Khadi Natural. 

Its product offerings include skincare, hair care, and essential oils, among others, all manufactured under the supervision of qualified Ayurvedic doctors and made from herbal extracts derived from organically grown plants. 

According to the company website, Khadi Natural supplies its products across 18 states and 35 authorised distributors across India. It exports its products to over 25 countries through 50 authorised sellers and distributors. 

Biotique

Founded in 1992 by Vinita Jain, Biotique combines the principles of Ayurveda and biotechnology. Based in Noida, the company offers a broad range of skincare, haircare, and body care products using ingredients sourced from the foothills of the Himalayas. 

Beyond its Indian manufacturing facilities, the brand has a research and development centre in Switzerland. Known for its affordability and accessibility, Biotique operates under its parent company, Bio Veda Action Research. 

Initially focused on the Indian and Switzerland markets, Biotique has established an international presence with its products being sold in more than 60 countries today, with a strong presence in the Middle East, and is focusing on expansion into the US, the UK and South Korean markets.

Nat Habit

Incepted in 2019, Nat Habit’s philosophy is based on ‘fresh from the kitchen.’ Founded by Swagatika Das and Gaurav Agarwal, the brand manufactures personal care products using raw ingredients such as milk, fruit, ghee, and herbs. The shelf life of products ranges from 30 days to three months, depending on the ingredients used.

With a portfolio of more than 350 SKUs and a strong distribution network, Nat Habit is backed by Bertelsmann India Investments, and has been rapidly growing in Tier II and Tier III cities. Its products are available across D2C, ecommerce, quick commerce (Zepto, BlinkIt, Instamart), and 3,000-plus GT stores.

As of FY2024, the company’s revenue stood at Rs 73.5 crore.