Innovation

Vedpuran Ayurveda embraces the purity of Ayurveda, is a beacon of natural beauty and holistic wellness. They stand against the tide of chemical-laden beauty products, championing the power of nature to rejuvenate and nourish. Their commitment to Ayurvedic principles extends beyond skincare; it is a journey towards holistic well-being. As stewards of sustainability, they tread lightly on the Earth, ensuring their business practices are as nurturing to the environment as their products are to your skin.

Mrs. Ashu Goel, the mind behind the brand is a dedicated Ayurveda enthusiast who, from the age of seven, had a penchant for the field. She was suffering from vitiligo and there came a point when she was experiencing emotional distress. She was keen on minimizing the effects and curing the disease after her father encouraged her not to lose hope and be strong. Belonging to the fifth generation of a family of doctors where the study of Ayurveda became a legacy, she was actively helping her father in activities pertaining to the field where she saw the positive effects of Ayurveda and how it helped her in minimising the effects of her disease. Soon, profession took over passion and she started working in the field of diamond jewellery designing before she became a homemaker.

In her thirties, her family faced a huge setback with loss of crores in her husband’s work. Being the mother of two grown-ups, she felt responsible for the recovery of money and decided to pursue her passion with an intention of earning for her family. She asked for an amount of 10,000 from two of her friends, put her knowledge of Ayurveda to use, dig deep into the field and curated her first three chemical free products, hair oil, hair mask and face serum, made from natural products. Five kits containing each of these products were prepared and she decided to sell it in her neighbourhood, based in Kurukshetra, Haryana. The families were so impressed with the results that they demanded more; this is when the business bloomed. Soon she was curating a whole range of products for hair, skin, eyes, and well-being. The products started selling from July 2017 in small to big exhibitions across India until the brand became famous across the country and now the products are distributed to 27 states of India.

A Japanese lady was so impressed with the results that she helped the brand in getting permits to sell the products in Japan where the brand is active since November 2023.

Inspiration

The cosmetic products currently prevalent in the market have high health risks associated with them which are unknown to majority of the population. Predominantly, the use of chemicals like mercury, sulfates, phthalates, parabens, oxybenzones and others in products for babies and adults have risks from mercury intoxication to increased susceptibility to cancer, associated with them. The danger isn’t just to people who use these products but also to their families. For instance, when we use mercury-based products, our family members might breathe mercury vapours or might become exposed by using things like washcloths or towels contaminated with mercury. New-borns are also vulnerable as mercury is passed into breast milk. The health risk from prolonged exposure to mercury is well known and widely documented.

The chemical-based beauty, cosmetic and personal care products may also cause skin rashes, skin discolouration and scarring, as well as a reduction in the skin’s resistance to bacterial and fungal infections. These products are applied regularly to various body parts from where they can be assimilated into the body. Use of these products could result in toxicity. Some people – including pregnant women, nursing babies and young children – are especially vulnerable to such risks.

These cases have troubled the founder ever since she was a kid. Her parents encouraged her to use organic products and taught her how we should be inclined towards the use of products derived from natural ingredients for our long-term good health and well-being. Once, when she was seven years old, she treated a stray animal’s broken leg through Ayurveda, and everyone was surprised to see how that worked out perfectly. Therefore, this passion, brewing since years, sprouted in the form of Vedpuran Ayurveda, the brand she built.

Overall impact

In the short term, through actively incorporating sustainable practices like the use of natural ingredients instead of chemicals, using clean flowers from nearby temples which eventually go to waste, making products for the nourishment of adults and babies, preventing and even curing certain health conditions, the organisation is aiming to make a difference in the society and educating consumers as well as the employees about the vitality of returning back to our roots, leading to a sustainable environment.

In the long term, the organisation aims at creating a sustainable society where citizens are educated about the adverse effects of artificial ingredients, providing employment opportunities to women from local communities who are keen to earn for their family but are unaware about the resources they have access to and making the art of Ayurveda reach countries across the globe.

Furthermore, Ashu Goel, the founder of the organisation is planning to start classes where she will be sharing her knowledge of Ayurveda with doctors and medical interns across the country. This initiative has been thought of after several healthcare professionals have approached her for the same. This adds to the credibility of the impact that her innovations have had. Currently, people from all over the country are trusting the products and are actively sharing the results through social media platforms. Eventually, long-term effects may aid the growth of Vedpuran Ayurveda across the globe.

Business benefit

Vedpuran Ayurveda has grown in leaps and bounds over the past few years, in the Indian context. From selling in small exhibitions to having distribution channels in 27 states of India, the organisation has grown from a single lady handling everything to a team of 20 members comprising men and women from the local communities and neighbourhood, improving the livelihoods of those engaged in the business.

Because of their dedication to the cause, they have achieved impeccable milestones in terms of the financial health of the organisation and despite the covid lockdown, their annual turnover was impressive, surpassing lakhs. Currently, there are no investors and it runs from retained earnings and capital investment by the owner.

Social and environmental benefit

Besides working for employee and middlemen welfare, the organisation encourages and empowers women to become financially independent. This will promote equal opportunities for them and encourage sustainable work and economic growth, fostering a financially responsible society.

Some key innovations involve Jattamni hair oil, hair cream, hair mask and shampoo, Swarna-mukhi donkey milk and Kumkumadi soaps, Ojaswi baby cream and personalized baby products made from breast milk, face serum and packs, body washes, and detox powders. The spotlight product is Nirogi kaya (hydrosol) which increases metabolism, strengthens the immune system, improves respiratory health, and boosts skin health. It also manages blood sugar levels, helps stimulate digestive enzymes and powerful antioxidants present in it may reduce the risk of cancer. All these products are made from ingredients like flowers, gold, vegetables, and herbs which not only prevent but also cure several health conditions.

These products are specifically curated to benefit the society and furthermore, the environment, at large through responsible usage of organic resources. They are on a voyage of self-love and environmental harmony, where every purchase not only nourishes consumers but also supports people from local communities, empowering them to earn responsibly and contribute to a brighter, more beautiful world.

Interview

Mrs. Ashu Goel, Founder