Myntra launches Ayurvedic lifestyle brand Amrutam on its platform

Posted by parisha kumari on October 29th, 2021

Shoppers across the country are preparing to welcome the festive season and Myntra is here with a new product that can be the perfect choice to add more grandeur to your skin in this celebratory season. Myntra has now launched India’s famous luxury Ayurvedic lifestyle brand, Amrutam, on its digital store. The collaboration marks Amrutam’s premier partnership with an established e-commerce platform, Myntra.

Amrutam has been added to Myntra’s Beauty and Personal Care portfolio that has been doing exceedingly well for the past 2 years.

Speaking on the launch of Amrutam Brand on Myntra, Ayyappan Rajagopal, Chief Business Officer, Myntra, said, “Myntra today has emerged as the preferred destination for beauty and personal care products for brands and consumers alike.

The innumerable options from leading brands spread across categories in this segment have allowed us to cater to the evolving needs of online shoppers over time in the online beauty and personal care category, with a steady 70 percent growth in basket size since last year. The launch of Amrutam on our platform offers a strong boost to the premium segment in our Ayurvedic products portfolio, enabling us to cater to our thriving cohort of diverse beauty and personal care shoppers.”

All about Amrutam

A Gwalior-based brand, Amrutam was born with the idea to promote “Health is Beauty”. The brand solely believes to build a global community that follows a lifestyle that is mainly defined by Ayurvedic principles and practices. It also believes in acquiring mental, spiritual, and physical wellness through the essence of Ayurveda. It understands the demand of today’s customers who are looking for natural and chemical-free skincare products. Some of the popular Amrutam products available on the Myntra platform are Kuntal Care Hair Spa With Neem, Baby Care Massage Oil, Men Yellow Herbal Ubtan: Do-It-Yourself Skin Treatment, Unisex Kumkumadi Oil with Ayurvedic Recipe for Skin Radiance, Kuntal Care Herbal Shampoo, Kuntal Care Do It Yourself Hair Spa, Black Charcoal Face Mask, Bhringraj Hair Therapy 2 in 1 Herbal Shampoo & Conditioner, to name a few, starting from a reasonable price point – Rs.449.

Myntra and its beauty and personal care portfolio

Over the last year, Myntra has raised the bar of its beauty and personal care portfolio with a clutch of leading brands. It added more than 100 brands to its BPC category that offered over 450 brands. Some of these leading brands are Benefit, Bath & Body Works, Smashbox, and Minimalist, Taavi, Biotique, Mamaearth, WOW SKIN SCIENCE, Makeup Revolution London, Nykaa, MyGlamm, and Purplle, among others. According to a media report, Myntra currently has more than 600 domestic and international brands in the Beauty and Personal category. It aims to ramp up the numbers to 1000 brands with more than 35,000 styles by the end of this year.

According to another news report, Myntra has witnessed tremendous growth in the BPC category with a majority of customers ordering products from Tier 1, 2, and 3 cities, apart from the metropolitan cities.

“In the last few quarters, we have seen a large influx of shoppers from the North-Eastern region including Meghalaya, Nagaland, Manipur, and Mizoram apart from the key metros and Tier I cities, where the traction has always been high,” said Ayyappan Rajagopal.