The Ayurveda Co forays into general trade market to expand reach

Ayurvedic personal care brand The Ayurveda Co has forayed into general trade to make its products available to a wider audience. The business has launched ‘TAC Bharat’ as a new vertical designed to increase its reach in rural areas. 

“Our general trade expansion line, TAC Bharat, is a step forward towards our goal of making Ayurveda’s timeless wisdom available to all,” said the business’ founder Param Bhargava, Indian Retailer Bureau reported. “The name ‘TAC Bharat’ embodies our commitment to growth and new opportunities in India’s rising towns, mirroring the dreams of its young people. The product designs align with our distribution model, ensuring success in these markets. This channel will enable us to achieve profitability by FY 2025.”

TAC Bharat will focus on Tier 2 and 3 towns, which are growing swiftly and experiencing increasing demand for branded products. The business aims to ascertain the needs of these rural shoppers and develop products which cater to them. 

“The Ayurveda Company stands at the helm of the ‘Modern Ayurveda’ movement,” said the business’ chief advisor Sanjiv Gupta. “This general trade expansion line is a reflection of the same. Our target is to reach 50,000 touch points by Diwali 2024, supported by media and BTL activations and building an entire network on the cash and carry model.”