A pioneer in bottled Ayurvedic beauty, 22-year-old brand Kama Ayurveda has officially onboarded Gauravi Kumari, from the erstwhile royal family of Jaipur, as its brand ambassador. Announced in Mumbai at an immersive brand experience in early April — complete with gajras for entry wristbands, Ayurvedic consultations, and a large product experiential station — the news comes along with a complete brand refurbishment; think new and expanded product lines, luxe and sustainable packaging, and upgrades to old favourites.
“She embodies what we stand for — grace rooted in tradition, with a voice for the future. More than a brand ambassador, she reflects our belief that true beauty lies in authenticity and balance,” says Vivek Sahni, co-founder and CEO, of Kama Ayurveda. Gauravi echoes his sentiments: “It’s more than an endorsement, it’s a personal association. I have been using Kama Ayurveda for many years and am a huge admirer of the brand. This is an important point in Kama’s journey and to be able to be part of that journey is very exciting. It’s an honour to represent a brand that is rooted in our culture and, yet, has modern innovation at its core.”
Gauravi has been a part of entrepreneurial and social initiatives, and cultural preservation with a sustainable lens. She is part of the management team at the Princess Diya Kumari Foundation that empowers disadvantaged women by encouraging skill development and job opportunities, founded the PDKF store at the City Palace which retails products created by women at the foundation, and most recently, revamped The Palace Atelier also at the same location, which is a design-forward museum store featuring fashion, art, souvenirs and decor labels from all over Rajasthan and across India.
Gauravi Kumari poses with a range of products by Kama Ayurveda
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Her appreciation of Ayurveda stems from its inside-out approach. “I love that it’s a holistic way of beauty. It kind of teaches you that it’s all about the balance between your mind, body and soul, and not just superficial, surface-level beauty. I think, it’s the way forward,” she says.
Like many of us, she too has recently found her way back to hair oiling, amongst other beauty and self-care practices. “I’m way more mindful, now, of what I’m using. In the recent past, I’ve started inculcating practices like facial massages, using essential oils, and even oiling my hair, which I used to do as a child. I’ve been using the Bringadi Thailam, which smells so good. Every time I put it on my hair, I feel this sense of calmn,” she says. She also enjoys using the Kansa Wand with the Kumkumadi Face Oil for face massages, has a bottle of the Rose Water Mist handy to keep her skin calm, and applies Kumkumadi Silky Serum for her skin as part of her morning routine.
The brand’s consumer-favourite Kumkumadi Youth-Revitalising Face Oil now has a complete range dedicated to the hero ingredient
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Special arrangement
The brand is now blending traditional Ayurvedic recipes with bio-actives to enhance efficacy and reach the new generation of consumers. “Change is the only constant,” says Vivek. “When we started 22 years ago, we were catering to women aged between 28 and 50, who had tried other products and then chose Ayurveda. Now, those womens’ children are all at that age. So, it was time for a refresh. I don’t want to be a granny or mummy’s brand and that’s where it came from.”
The brand’s consumer-favourite Kumkumadi Youth-Revitalising Face Oil now has a complete range dedicated to the hero ingredient — with a lightweight Silky Serum, Soft Cream, Night Balm, Eye Contour Serum and a Mask-Scrub — to ensure that it is able to offer core benefits in multiple formats. Additionally, Amarrupa is a product line that focusses on anti-ageing, targeting fine lines and loss of skin elasticity, while the Urjasara range is made for skin barrier strengthening.
“Ayurveda is holistic which is why it will always be relevant,” believes Vivek. The fact that Spanish beauty and fragrance conglomerate Puig first invested in Kama Ayurveda in 2019, owning a minority stake, which was eventually upped to 85% in 2022, contributing to their local and global growth, is proof. Expect to also walk into refurbished stores around the country featuring a visual language that is an ode to Kerala, and have been designed by award-winning, Jaipur-based designer Marie-Anne Oudejans.
Published – April 11, 2025 04:17 pm IST
