{
  "id": 5283370,
  "title": "The Ayurveda Co Shuts Down After Overexpansion Derails Business",
  "url": "https://urgent.news/2026/09/03/the-ayurveda-co-shuts-down-after-overexpansion-derails-business",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-03T07:12:40.000Z",
  "source": {
    "name": "Inc42",
    "slug": "inc42",
    "url": "https://inc42.com/buzz/the-ayurveda-co-shuts-down-after-overexpansion-derails-business/"
  },
  "original_language": "en",
  "account": "The Ayurveda Co, a direct-to-consumer ayurvedic beauty and personal care brand, has announced the closure of its operations after more than a year of ceasing activities. Founders Param Bhargava and Shreedha Singh attributed the business' demise to overexpansion, stating that they expanded too rapidly, adding too many senior staff before their systems were ready. The brand sold products across skincare, haircare, natural makeup, wellness, and supplements through its website, ecommerce platforms, exclusive stores, and multibrand outlets. The founders had initially launched Khadi Essentials in 2019. Despite attempting to keep the business afloat through personal financial sacrifices, including mortgaging parental property and suspending salaries for over a year, the pressure of turning around the company led to physical and mental breakdowns for Bhargava. Bhargava accepted full responsibility for the failure, acknowledging that he would have made different decisions if given the chance.",
  "summary": "D2C ayurvedic beauty and personal care brand The Ayurveda Co (T.A.C) has shut down, more than a year after it…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}