The Ayurveda Co. (TAC) winds up operations
The brand’s trajectory, from rapid expansion to abrupt closure, highlights the importance of unit economics, cash-flow discipline, and long-term capital strategy in the D2C ecosystem.
INDIA – The Ayurveda Co. (TAC), an Indian direct-to-consumer beauty and personal care brand, has formally begun winding down operations following a public announcement by co-founder Shreedha Singh Bhargava.
According to Bhargava, the company stopped functioning in July 2025, after which its assets were liquidated and the formal closure process commenced, with a stated preference for transparency rather than allowing the brand to “quietly disappear.”
Founded by Shreedha Singh Bhargava and Param Bhargava, TAC was positioned as a modern, Ayurveda-inspired label targeting younger, urban consumers, and over a compressed 4–5 year growth phase it scaled rapidly across online and offline channels to achieve nationwide distribution and a substantial retail footprint.
During this period, the brand reported annual GMV surpassing ₹150 crore (USD 18 million), employed more than 1,000 people across on-roll and off-roll roles, built significant presence on e-commerce platforms as well as in physical retail outlets, and attained pan-India consumer reach through aggressive expansion and brand visibility.
In her announcement, Bhargava outlined the intense financial and personal pressures faced in sustaining operations, disclosing that the founders undertook extraordinary measures to keep the business afloat, including pledging family assets and going without salaries for extended periods, yet were ultimately unable to maintain viability, leading to the decision to cease operations and liquidate assets.
Bhargava accepted full responsibility for aspects that “did not work,” while underscoring pride in the scale and impact the team achieved during the brand’s active years, and expressed gratitude to employees, investors, partners, customers, and mentors who supported TAC’s journey, specifically acknowledging colleagues and family members, including her brother Atharva Singh, for their role in the company’s trajectory.
Looking ahead, she indicated she is evaluating her next professional move, though no specific plans were disclosed, even as TAC’s shutdown underscores the challenges faced by high-growth D2C brands in India’s crowded beauty and personal care market, where rapid scaling, heavy customer acquisition costs, and margin pressures can outpace revenue sustainability despite significant GMV and retail presence.
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