- ByStartupStory | March 8, 2024
Singapore-based VC firm, Jungle Ventures, known for its focus on early-growth stage companies in India and Southeast Asia, has announced a strategic investment in the global Direct-to-Consumer (D2C) Ayurveda brand, The Ayurveda Experience (TAE).
Led by Jungle Ventures and featuring participation from SIDBI Ventures, Anicut Capital, and Sharrp Ventures (Mariwala Family Office), the recent investment has propelled TAE’s total funding to over $41 million (₹342 Cr). Previous rounds garnered support from prominent investors such as Fireside Ventures and Riverwalk Holdings.
Established in 2010 by Rishabh Chopra, TAE stands as the largest D2C Ayurveda content and products company across North America, Europe, Canada, Australia, and India. The brand boasts four product lines – iYURA, Ajara, A Modernica Naturalis, and Ayuttva – alongside an array of services encompassing consultation, content, webinars, and courses on Ayurveda.
TAE plans to deploy the freshly acquired funds to reinforce its brand presence in existing markets, elevate customer engagement, invest in product Research and Development (R&D), and expand distribution channels. Currently active in 20 countries, including India, TAE witnesses over 97% of its customers directly purchasing products through its dedicated app and website.
Rishabh Chopra, Founder and CEO of The Ayurveda Experience, expressed gratitude for the support from partners, stating, “We’re honoured to have partners like Jungle Ventures, SIDBI Ventures, Anicut Capital and the Mariwala Family investing in this round… These funds will be deployed to further fortify the group’s R&D, Supply Chain and Manufacturing strength, explore and scale newer avenues for distribution.”Significant investment will be channeled into innovative content and technologies for enhancing user engagement across our platform and driving innovations across the supply chain. We are focused towards optimizing the fundamentals of the business with a long-term view to build a sturdy, sustainable business. We thank all our new and existing partners for supporting us in our journey.”
Arpit Beri, Partner at Jungle Ventures, commented on the partnership, saying, “We’re delighted to partner with Rishabh and the team at The Ayurveda Experience… The remarkable accomplishments of TAE’s team, achieving a sizeable scale with minimal resources are truly commendable. At Jungle, we remain deeply committed to backing founders building brands deeply loved by the customers, and TAE fits very well into this.”
