The Ayurveda Company (T.A.C.), a frontrunner in India's Ayurvedic lifestyle industry, is excited to announce its foray into the general trade market with the nationwide introduction of TAC Bharat. This initiative highlights T.A.C.'s dedication to making the ancient wisdom of Ayurveda more accessible, particularly in regions less served by online platforms and the burgeoning Bharat market. TAC Bharat aims to deliver T.A.C.'s fusion of traditional Ayurvedic practices and contemporary innovation to a wider customer base across the country.

As one of the early direct-to-consumer (D2C) brands entering the general trade, T.A.C. has established a strong offline team to ensure significant presence in retail channels, thereby increasing brand visibility and consumer engagement. This expansion into general trade is designed to broaden T.A.C.'s market reach, with a focus on the evolving markets of tier 2 and tier 3 cities, tapping into the unique potential these areas offer. More than just geographical growth, this move seeks to enhance T.A.C.’s connection with diverse consumer groups and cater to their specific needs and preferences.

Founder of T.A.C., Param Bhargava, stated, "The launch of TAC Bharat marks a significant step towards our aim of democratizing Ayurveda. It reflects our commitment to grow and seize new opportunities in India’s developing towns, resonating with the aspirations of its youth." The product line and distribution model are strategically designed to thrive in these markets, targeting profitability by the financial year 2025.

Chief Advisor at T.A.C., Mr. Sanjiv Gupta, added, "T.A.C. is leading the 'Modern Ayurveda' movement. TAC Bharat’s expansion into general trade is a testament to this mission. We aim to establish 50,000 touchpoints by Diwali 2024, supported by media, below-the-line activations, and a robust cash & carry network.”

The company also strengthened its leadership team by appointing Mukund Raut, a former Nestle executive with over six years of experience, as Head of Marketing. Raut's role is pivotal in driving the brand's growth in the general trade market through effective demand generation strategies.

Shekhar Singh, Vice President of T.A.C. and a veteran with 32 years of experience in setting up offline businesses at renowned firms like VLCC, Henkel, Cargill, and Coca-Cola, heads the offline team. Under his leadership, the team aims to strategically appoint over 100 super stockists and more than 800 distributors within the year, leveraging their vast sales expertise.

T.A.C. views this expansion as a vital growth driver, marking a significant milestone in its journey to merge traditional Ayurvedic methods with modern lifestyle preferences. In addition to this expansion, T.A.C. plans to introduce new products and extend its product range this summer, reinforcing its position as a rapidly growing brand in the Ayurvedic lifestyle space, backed by expert insights.