Sugar-coating Ayurveda’s bitter pill
Ayurveda, a 4,000-year-old healthcare system, is what many would call bitter medicine. Considered complex and devoid of glamour, most urban Indians are averse to embracing this age-old system. However, things may be slowly changing, with a modern day facelift.
Hot Shots
In August this year, Gurgaon-based start up Kiva launched test-tube-sized ayurvedic potions, called the “daily maintenance shots”. They are made from herbs and juice of amla, wheatgrass, aloe vera and more. Conceived by an Ayurvedic doctor, the shots are said to boost energy and aid in detoxification. “These shots would suit the lifestyles of millennials by offering convenience in attractive packaging,” Shalabh Gupta, founder, Kiva says.
Hangover cures
LIVitup! by Dr Vaidya’s New Age Ayurveda is touted as hangover cure that also serves as a long-term liver protector. The capsule is formulated with Arogyavardhini Ras, an Ayurvedic liver toner, which can potentially regenerate damaged liver cells and helps reduce toxic byproducts of alcohol metabolism in the body.
Luxurious personal care
Over the last two-three years, we’ve seen brands like Forest Essentials and Kama Ayurveda changing the notion of Ayurveda with their product formulations in uber luxurious packaging. Their range of body care, hair care and wellness products has many urban fans.
House care
Chennai-based brand Krya offers natural dish washing powders and natural detergent powders in addition to Ayurveda-based skincare and hair care solutions. The dish washing powder makes use of certified organic ingredients like soapberries, neem, white turmeric and lemongrass.