T.A.C. - The Ayurveda Company has emerged as a renowned name in the skincare industry, captivating customers with its unique approach to Ayurvedic products. In conversation with Retailer, Shreedha Singh, Co-founder and CEO of T.A.C, reflected on the incredible journey of the brand over the years, and stated, "In 24 months from inception, T.A.C. has amassed customer love, repeats, and growth across various categories." Their success story has indeed been remarkable. Within a short span of time, the brand has positioned itself as India's first and fastest-growing D2C mass premium omnichannel Ayurvedic lifestyle brand.

The Indian personal care industry witnessed significant growth in recent years. Singh shed light on the industry's trajectory. "The industry encompasses a wide range of products and is driven by increasing disposable income, changing lifestyles, and growing awareness of personal grooming and wellness."

Ayurveda and natural products have gained prominence, catering to consumers' preference for safer alternatives, and T.A.C entered this booming market and began to blossom at an exponential rate.

Bridging the Gap

What sets T.A.C. apart from its competitors is its ability to bridge the gap between mass and premium Ayurveda. Singh explained, "For a long time, consumers had to choose between mass Ayurvedic products that didn't meet quality expectations or premium Ayurvedic products that were expensive and inaccessible. Our brand fills this gap, offering premium Ayurvedic products at affordable price points." The brand primarily focuses on the Gen-Z and millennial audience, aiming to bring Ayurveda closer to every home while maintaining a sense of aspiration and accessibility.

Moreover, the brand is set on expanding its presence beyond India. Shreedha shared their expansion plans, "We have already started our international expansion from UAE, and in the next six months, we will be entering the US, Europe, and Russian markets." This strategic move will enable T.A.C. to reach a global audience and establish its position as a leading Ayurvedic brand worldwide.

Customer-Centric Approach and Product Innovation

To cater to the ever-growing market, T.A.C. adopts a customer-centric approach. Shreedha Singh emphasizes, "We prioritize understanding our target audience's preferences, needs, and aspirations."

Through continuous market research, consumer feedback, and data analysis, the brand develops products that address specific concerns and provide effective solutions. Innovation and product development play a vital role in meeting evolving consumer demands. T.A.C.'s research and development team combines the wisdom of Ayurveda with modern scientific research to create new formulations. The brand focuses on sourcing high-quality natural ingredients and conducting rigorous testing to deliver safe and effective products.

Embracing Technology

At the onset, T.A.C. recognized the significance of technology in enhancing the customer experience. The brand invested in a user-friendly e-commerce platform, enabling customers to browse and purchase products easily. Singh explained, "Our online presence extends beyond our website. We actively engage with customers through social media platforms, blogs, and email marketing to provide educational content and build a community around our brand."

The integration of artificial intelligence (AI) allowed T.A.C. to further offer personalized recommendations and solutions. Through the ‘Dosha Consultancy’ on their website, customers get tailored product recommendations based on their specific needs. Furthermore, the brand is in the process of developing a mobile application for Android and iOS, which will aid in getting consultations from across the world.

Growth Strategies

Using a customer-centric approach, the brand’s growth strategy prioritizes understanding the customers' needs, preferences, and pain points to deliver tailored solutions. “We actively collect customer feedback, conduct market research, and analyze data to gain insights into the customer’s evolving demands, by continuously refining our products and services based on customer feedback,” added Singh.

As an omnichannel brand, T.A.C aims to expand its reach, penetrating into the untapped markets to achieve market leadership. One of its key omnichannel marketing strategies is ensuring consistent brand messaging across all channels, “We maintain a unified brand voice and visual identity, which helps customers recognize and connect with our brand, whether they encounter it online or offline,” she said.

Growth Map

Changing lifestyles, busy schedules, and a growing focus on self-care has contributed to the accelerating demand for skincare products, with consumers increasingly incorporating skincare routine into their daily lives as a form of self-care and relaxation. Following a similar trend, T.A.C. is on its way to becoming India's fastest-growing D2C brand, reaching a Rs 100 crore run rate in less than 2 years from inception.

“With revolutionary formulations and a high-quality product range at affordable prices, we envision to be a part of 5 crore households profitably, paving the way for our IPO launch. By 2028, we aim to make T.A.C the most loved Ayurveda brand globally,” concluded Shreedha.