Jaipur | Rajshree Upadhyaya
In 2020, Astha Jain, Pawanjot Kaur and Tanishk Pandey launched the Indian wellness brand Ayuvya by combining the principles of Ayurveda with modern consumer expectations. What began as a deeply personal journey has grown into one of India’s emerging wellness brands.
The company was inspired by Pawanjot Kaur’s long battle with eczema and psoriasis. After exploring numerous treatment options, she turned to Ayurveda and experienced significant improvement. This convinced the founders that traditional wellness practices could be made more accessible and convenient for today’s consumers. Astha contributed her business expertise, while Tanishk focused on brand building and marketing.
Ayuvya entered the market with a portfolio of Ayurvedic supplements, wellness products and personal care solutions, positioning itself as a digital-first brand serving health-conscious consumers across India. Instead of relying solely on traditional retail channels, the founders focused on educating customers through online platforms while building a direct relationship with their audience. As awareness of preventive healthcare and natural wellness continued to grow, Ayuvya steadily expanded its customer base and strengthened its position in the highly competitive wellness industry through consistent branding and product innovation.
Imphresh Introduced as a Separate Brand
While expanding Ayuvya, the founders identified another opportunity in the personal care segment and launched Imphresh as an independent brand. Unlike Ayuvya’s wellness-focused offerings, Imphresh specializes in whole-body deodorant creams and personal hygiene products designed to provide longer-lasting freshness than conventional deodorants. Although both brands operate in different categories, they complement each other by addressing consumers’ daily health and personal care needs. Together, Ayuvya and Imphresh reflect the founders’ vision of creating consumer brands that solve practical everyday problems through thoughtfully designed products.
One of the Most
Talked-About Shark Tank Pitches Without a Deal
The founders gained nationwide attention when they appeared on Shark Tank India Season 5. They sought an investment of Rs. 1 crore for 0.5% equity, valuing their business at Rs. 200 crore. During the pitch, they revealed that Ayuvya had generated revenue of Rs. 51.5 crore in FY 2024-25 and projected Rs. 70 crore in revenue for FY 2025-26.
While the Sharks appreciated the company’s impressive growth and execution, they raised concerns about the scientific evidence and clinical validation supporting some of the wellness claims. As a result, every Shark declined to invest, making Ayuvya and Imphresh one of the season’s most widely discussed pitches despite leaving without a deal.
Expanding Their Presence in the Wellness and Personal Care Market
The absence of funding did not slow the founders’ momentum. Following the show, the company continued operating as a bootstrapped business. The founders shared that Ayuvya was generating approximately Rs. 6 crore in monthly revenue, while Imphresh contributed around Rs. 1.5 crore to Rs. 2 crore every month.
Both brands continue to operate successfully through their online platforms while expanding their presence in India’s rapidly growing wellness and personal care market. Their journey demonstrates how a personal health challenge evolved into two successful consumer brands, proving that resilience, strong execution and a deep understanding of changing customer needs can help entrepreneurs build sustainable businesses even without securing investment on national television.
