This woman entrepreneur is using ancient Ayurveda to fix modern skin problems

Ayurveda, the oldest science of India, is being adapted by startups to create wellness products for today's Indian skin and body. Modern problems require modern solutions says Amritha Varshini Gaddam, the founder and CEO of The Tribe Concepts and recently launched The Tribe Veda. Her belief, "modern problems require experienced solutions offered by ayurveda combined with modern solutions offered by modern ayurveda. Modern ayurveda has become today's norm as ayurveda-inspired products are modulated for the current generation."

For the dairy intolerant consumers Gaddam has based her products on the principles of ayurveda modified according to the current trends and requirements of her customers. In a conversation with the Bizz Buzz, Amritha Varshini Gaddam, the 31-year-old self-made ayurveda entrepreneur from Rajamahendravaram and daughter of an ayurveda practitioner, speaks about natural long-lasting solutions over chemical quick-fix products.

What is your thought behind the launch of The Tribe Veda and what are your expectations for this product line in next one year?

The Tribe Concepts believes in external well-being by taking care of skin and hair through ayurveda concepts. This belief in notes of ayurveda gave birth to The Tribe Veda, which offers a wholesome range of products for taking care of your skin and health internally for various concerns like women's health, fitness, digestion, immunity, men's wellness etc. For the next one year, through The Tribe Veda we plan to meet common concerns of people by aggressively spreading the right knowledge and information. Our target is to reach three lakh customers globally by the end of 2023.

Can we expect some new products in the near future from both the categories?

We have new launches lined up ranging from onion hair oil, pigmentation range for skin, kansa wand, hair removal powders, natural hair colour powders, lash and brow oil, eye roll and others. We at The House of Tribe are constantly working towards launching new-age products for the current consumer problems through natural formulations and solutions. We work on research via our ayurvedic in-house experts to get the best out of essential ayurvedic products.

What are the certifications that both the categories have received?

Our products are certified by the Ayush department of India and are GMP certified. We have done clinical trials through third-party agencies to certify our products. We also have an ISO9001 standard certification, and we are vegan certified, that means the brand is 100 per cent vegan and cruelty-free, halal certified. We are Ayush certified for ayurvedic products, and FSSAI certified for all edible products.

Do you expect any of D2C startups in wellness industry being acquired by an international brand?

Yes, all trending brands are always in the limelight and seem like a great opportunity for other brands, nationally or internationally. However, if a brand's goal is to reach a global audience, there is nothing wrong with considering an offer from an international brand tomorrow.

How would you recognize the market you are present in?

Our products are all in pure natural forms, in their purest form of powder or oil state. They are not cream-based or lotion based. The powdered or pressed oil forms of our ingredients are openly mentioned. We want to provide natural solutions to consumers for their common everyday skin and hair problems through our unique formulations; free of any base, additives, chemicals, or preservatives.

Is Ayurveda leaning towards luxury segment to attract the niche market?

I do not agree with this. Ayurveda is not a mass available market. Markets run on demand and supply. The markets are filled with chemical formulations and plastic availability is in abundance, so it is easy to procure them for a cheaper price. However, ayurveda is still evolving, and especially if you choose sustainable packaging options, which is a market not running on heavy demands amongst suppliers then the price hikes. Also, ayurveda requires more quantities of real natural quality ingredients, which also spikes up the product cost.

Do you see Korean beauty and hair/skin care products attracting the current generation?

With the increase of K dramas, there has been an increase in Korean beauty as well, but what is more important is to understand our skin condition and what our skin adapts the most. We should know what works in our favour and what does not. Our products are formulated in a way that it suits the Indian skin and are made from its soil. Our journey to spread the knowledge of ayurveda will not stop, and we will continue to target the current generation with the notes of ayurveda.

Chemical formulations Vs Ayurveda is an ongoing argument. What is your take on this comparison?

Chemical formulations are not bad if done in safe methods and not consumed excessively. However, chemical formulations usually provide temporary and instant results, whereas ayurveda is more like a lifestyle. It repairs the body internally in the most natural way and is more sustainable in the long run for anyone to follow and adapt for years to see sustainable long-term results.

Have you noticed any change in demand for Ayurveda wellness products pre and post-Covid?

Definitely, there has been a steep increase in consumption of ayurvedic products post Covid scenario. During the Covid phase, consumers globally have got ample time to try out the benefits of natural formulations for skin, hair, and health. The results, they say, have pushed the market way beyond that. Consumers today are very much opting for natural solutions over chemical-based solutions for their skin and health. Thankfully, the West has quite influenced the entire world in showing how ayurveda helps in the long run through their sudden increase in interest in turmeric drinks and other ayurvedic supplements. This truly paved way for the ayurveda wellness industry to rise globally over the next 10 years.

How different is the response in the Indian market Vs global market for your products?

Our products are not new to the Indian markets; it is our very own Indian ingredients. Indian consumers understand a turmeric-based product more easily than a hyaluronic acid-based product; the education required here is less. It is just that there has been so much influence from western products, chemical formulations and western ingredients that people have forgotten the beauty of our very own formulations. So, when products are constantly being reintroduced into the Indian market, consumers are getting back to these products without much thought, for they already know how beneficial these products and ingredients are. While in the global markets, the increase in demand for ayurveda as a whole is seeing a great response for our products.

In an overcrowded wellness market, are consumers informed or confused?

Ayurveda wellbeing strongly stands on building routine as it works from roots. In the market there are many easily available chemical brands which give instant results but unfortunately not the long-lasting one. Customers are more leaned towards such approach and to convince them has been a challenge for us. Our aim has always been to educate our customers about how ayurveda works and to keep them informed about their concerns.