The Ayurveda Co Ceases Operations After Overexpansion

Indian direct-to-consumer (D2C) brand The Ayurveda Co (T.A.C), specializing in ayurvedic beauty and personal care, has officially shut down. Cofounder Param Bhargava announced the closure of both T.A.C and its sister brand, Khadi Essentials, in a LinkedIn post.

The companies ceased all operational activities in July 2025. Their assets have since been liquidated, and the entities are currently undergoing a formal winding-up process. Bhargava stated that the decision to close was difficult but necessary.

Bhargava cited overexpansion as the primary reason for the shutdown. He explained that the business expanded too rapidly and broadly, and hired too many senior staff members too early, before the company's internal systems and business model could adequately support such growth. The ambition outpaced the business's sustainable capacity.

According to Bhargava, the founders attempted to salvage the business by mortgaging parental property and foregoing their own salaries for over a year. The intense pressure to turnaround the failing business reportedly led to significant physical and mental health breakdowns for those involved.

Founded in 2021 by Param Bhargava and Shreedha Singh, T.A.C offered a range of ayurvedic products including skincare, haircare, natural makeup, wellness items, and supplements. The sister brand, Khadi Essentials, was launched in 2019. Products were distributed through the company's website, major e-commerce platforms, exclusive brand outlets, and multi-brand retail stores.