NUVEDA was conceptualized by the Earthwise Group and developed with the Baidyanath Group, one of India’s oldest and most established Ayurveda companies. It sought to bring to contemporary life the essence of ancient Indian living. The retail concept and product mix was designed to have both a strong domestic appeal as well as an international one and was an attempt to create a global brand of Indian origin. Given the support of the promoting entity from the Baidyanath Group, the retail concept allowed for an in-house product mix that ranged from personal care and supplements to curative medicine. In doing so, the value proposition was very unique and catered to the discretionary inclination of the rising urban Indian.

MANTRA HERBAL was co-created by the Earthwise Group in a partnership with majority owner and promoter Baidyanath Group – one of the oldest Ayurveda companies in India. The original formulations behind the brand have been around and tested for over two decades. However, the re-launched product range was intended for both the domestic and international markets. It was also re-formulated to be free of the so-called dirty dozen chemicals and remains one of the healthier personal care products across all brands in the market. With over 60 products, 200+ retail touchpoints, an online presence across all major e-commerce platforms, Mantra Herbal is poised to be a leader in the fast-growing Ayurveda personal care space.