In a small town in Madhya Pradesh, a family-run Ayurvedic medicine business was quietly dying. But nearly two decades after it began, that same business now known as Amrutam has become one of India’s most authentic and beloved direct-to-consumer (D2C) wellness brands. Built on the principles of Ayurveda, revived through digital grit, and grown organically by a new-generation sibling duo, Amrutam is not just a business success, it’s a story of belief, resilience, and reinvention.
A Failing Dream
Founded in 2006 by Ashok Gupta, a seasoned Ayurvedic practitioner, Amrutam was originally a B2B supplier of herbal formulations. Gupta was disillusioned by the diluted, sugar-heavy alternatives in the market and wanted to create powerful, unadulterated health products. Despite his expertise and dedication, the business struggled due to poor marketing, a crowded FMCG landscape, and changing customer behaviour.
By 2016, the situation was dire. Sales had flatlined. Debts mounted. The factory in Gwalior lay underutilized. The family faced a difficult choice, close shop, or transform.
The Revival Begins
Enter the next generation: Agnim Gupta and Stuti Gupta, Ashok’s children. Stuti, a former design professional in Mumbai, quit her job to help save her family’s legacy. Agnim, with a tech background, joined forces to build something bigger out of what remained.
They pivoted the business model from B2B to D2C, launched an e-commerce platform, and—critically—started telling Amrutam’s story on Instagram. “Our Ayurveda is real. Our methods are traditional. But the way to reach people had to be modern,” said Stuti in an interview with YourStory.
This wasn’t just rebranding. It was a full philosophical shift. The team emphasized community, transparency, and education. The result? A floundering factory turned into a digital-first Ayurvedic lifestyle brand by 2017, formally registered as Onashi Nature Pvt. Ltd.
Product and Philosophy
What sets Amrutam apart is its deep commitment to authenticity. Its factory—still based in Gwalior—is powered by artisans, not machines. Products are handmade in small batches using traditional Ayurvedic methods. The raw ingredients are sourced ethically from across India, and the company even grows herbs on a 1.5-acre farm next to their facility.
Its product line includes over 100 SKUs, from signature herbal health malts, like Nari Sondarya Malt (for women’s health), to hair oils, skincare powders, and lifestyle supplements. All items are cruelty-free, AYUSH-certified, and vegan.
“Health is Beauty,” their slogan, isn’t just a tagline, it’s the cornerstone of their offerings, designed for modern ailments yet grounded in ancient wisdom.
Built on Community, Not Just Commerce
The revival wasn’t just about selling products. It was about rebuilding trust in Ayurveda. To that end, Amrutam became a content engine and community hub. Its team of 15 in-house Ayurvedic doctors offers online consultations. Its blog, newsletter, and Instagram feed deliver consistent education around herbs, rituals, and wellbeing.
They even launched a mental health podcast during the pandemic, which now has thousands of listeners. Another notable effort is the “Amrutam Raga” series, a music-based content initiative that honors Gwalior’s classical music tradition, weaving cultural identity into wellness marketing.
From recycling campaigns to meditation guides, Amrutam turned “users” into “members,” cultivating what it proudly calls the “Amrutam Family,” now over 100,000 strong across 40+ countries.
Recognition and Revenue
The bootstrapped startup hit major milestones quickly:
- Revenue grew 240% YoY from ₹69 lakh in FY2020 to ₹2.78 crore in FY2021.
- In FY2022–23, Amrutam crossed ₹3.2 crore in revenue, with 65% of sales from its own website.
- Repeat purchase rates hover near 50%, according to co-founder estimates.
In 2022, Agnim and Stuti were named to Forbes Asia’s 30 Under 30 list under the “Retail & E-commerce” category. Their story has been featured by GQ India, HuffPost, and The Better India, among others.
Bootstrapped And Bing
While still bootstrapped, Amrutam is now incubated by IIM Bangalore’s NSRCEL and is exploring an asset-light franchise model to go offline. There’s also a push to scale up Ayurvedic consultations and build proprietary educational content on its app.
Despite the rise of fast-paced wellness fads and synthetic supplements, Amrutam continues to root itself in a slower, handcrafted philosophy.
“This isn’t just about Ayurveda,” said Agnim Gupta in an interview. “It’s about connecting people to something real our culture, our health, our heritage. That’s what we’re trying to scale.”
From near collapse to cult status, Amrutam’s story is proof that legacy and innovation aren’t opposites, they’re allies when guided by intent.
Also Read: Ruta Kamat and Good Graze: Blending Heritage with Health
