{
  "id": 5333711,
  "title": "The Ayurveda Co shuts down after raising Rs 125 Cr; founder says it expanded too fast",
  "url": "https://urgent.news/2026/09/03/the-ayurveda-co-shuts-down-after-raising-rs-125-cr-founder-says-it",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-03T12:55:15.000Z",
  "source": {
    "name": "YourStory",
    "slug": "yourstory",
    "url": "https://yourstory.com/2026/09/the-ayurveda-co-shuts-down-after-raising-125-cr-founder-says-it-expanded-too-fast"
  },
  "original_language": "en",
  "account": "The Ayurveda Co, a D2C beauty and wellness brand, has formally shut down after nearly a year of ceasing operations, according to co-founder Param Bhargava. The company's assets were liquidated following its closure in July 2025. Bhargava and co-founder Shreedha Singh Bhargava revealed that the brand's closure marks the end of a consumer brand that raised around Rs 125 crore in venture capital. At its peak, the brand employed over 1,000 people and had built a substantial distribution network, both online and offline. Bhargava attributed the brand's failure to its rapid expansion, which outpaced the company's ability to sustain itself. He explained that TAC had expanded too quickly across multiple channels and hired senior executives before its operational systems were ready to handle its scale. In an attempt to revive the business, the founders went without salaries for over a year and mortgaged their family property before deciding to wind down operations. Bhargava also admitted to making several strategic mistakes, stating that he would approach the situation differently in hindsight. The brand's reach was extensive, with more than 20 owned stores, 800 beauty-advisor counters, 110 operational distributors, and over 10,000 retail touchpoints. TAC raised $3 million in 2022 from Wipro Consumer Care Ventures and an additional Rs 100 crore ($12.2 million) in a Series A round in 2023, which was led by Sixth Sense Ventures and included participation from actor Kajal Aggarwal and venture debt funds. The company aimed to become a profitable unicorn by the end of FY26 and pursue an IPO by FY28. However, these ambitious goals were not realized. Bhargava plans to remain in the health and longevity sector for his next venture and is open to discussions about The Ayurveda Co brand with entrepreneurs interested in the Ayurveda category.",
  "summary": "The D2C Ayurveda brand stopped operations in July 2025 and has since liquidated its assets. Co-founder Param Bhargava said the company expanded too quickly and built out its senior team before the business was ready.",
  "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."
}