D2C Brand The Ayurveda Co Shuts Down Following Aggressive Expansion

3 Sept 2026, 6:25 pm · 9d ago · 1 min read · YourStory

D2C beauty and wellness brand The Ayurveda Co (TAC) is formally shutting down after raising around ₹125 crore in venture capital. Co-founder Param Bhargava stated operations ceased in July 2025 and assets were subsequently liquidated. At its peak, the brand employed over 1,000 personnel and scaled to ₹150 crore in annual gross merchandise value across 20 stores and 800 retail touchpoints. Bhargava attributed the business failure to expanding too rapidly across excessive channels and hiring senior executives before core operational infrastructure had matured.