The Ayurveda Co Shuts Down After Overexpansion Derails Business

•The Ayurveda Co, a D2C ayurvedic beauty brand, has shut down after ceasing operations in July 2025 and liquidating its assets.

•Cofounder Param Bhargava attributed the shutdown to expanding too quickly across channels and hiring too many senior executives before the business was ready.

•The startup raised about ₹125 Cr and built an extensive online and offline presence, but struggled to sustain operations with expenses nearly doubling to ₹109.5 Cr.