Honasa Consumer launches Ayuga, partners with Shilpa Shetty Kundra

By

Maverick Martins

Published
Feb 18, 2022

Honasa Consumer Pvt. Ltd (HCPL), the fastest-growing house of brands for personal care, has launched a new skincare brand Ayuga.
 

The brand has collaborated with yoga and wellness ambassador Shilpa Shetty Kundra to connect with millennials and help popularise the brand.
 
Commenting on the brand launch, Varun Alagh, co-founder CEO of Honasa in a statement said, “Honasa Consumer was founded with the vision of building a ‘House of Brands’ that identify and solve millennials concerns with a digital-first approach. For the last two years, we have been trying to understand the mystery of why Ayurveda has not been able to capture the fancy of millennials the way yoga has. That’s when we envisioned Ayuga which will bring the best of both worlds.”

Ghazal Alagh, co-founder added, “Partnering with Shilpa Shetty Kundra for Ayuga extended the brand’s thought of restoring balance in life. We are confident that the partnership with Shilpa will help propagate our brand proposition across millennials.”
 
Commenting on her association with the brand, Shilpa Shetty Kundra added, “I strongly believe in the ancient sciences and have incorporated a lot of the recipes and rituals in my life and have benefited from it. When I heard about Ayuga and the ideology behind the brand, it immediately resonated with me. I am sure the consumers would love the brand and its products; hence I urge them to restore balance in their lives through Ayuga recipes and rituals.”
 
Honasa Consumer Pvt. Ltd (HCPL) owns brands like Mamaearth, and The Derma Co. It recently acquired Bblunt, a hair care brand from Godrej Consumer Products Limited (GCPL), along with Bblunt salons operated by Bhabani Blunt Hair Dressing Pvt Ltd.