Long before turmeric lattes hit hipster cafés and ghee became Hollywood’s fav fat, Rishabh Chopra saw the glow-up of a lifetime brewing in Ayurveda, and decided to take it worldwide. The result? A quiet revolution in the world of wellness called The Ayurveda Experience (or TAE for the initiated), India’s biggest digital Ayurveda platform that now reaches homes from New Delhi to New Jersey.
With a founder who’s part entrepreneur, part digital alchemist, and a platform that blends ancient wisdom with millennial hustle, TAE is giving the West a crash course in the world’s oldest wellness science, with a modern spin and zero toxic nonsense.
From Wellness Skepticism to a Global Phenomenon
TAE didn’t start with a TikTok trend or an influencer’s hot take on skincare. It was born from Chopra’s conviction that Ayurveda had more to offer the world than oils in dusty bottles or spiritual hashtags. Founded in 2010 in Gurugram, the venture was a bit of a unicorn-in-progress from the get-go. Chopra wasn’t just selling products; he was pitching perspective.
At a time when Ayurveda was either seen as too niche or too traditional for modern buyers, TAE took the road less traveled: digital-first, research-backed, and experience-driven. Spoiler: it worked.
Fast forward to today, and TAE has served over 1.5 million customers across 150 countries, grossed ₹235+ Cr in revenue, and become a go-to destination for anyone looking to glow up naturally, with actual science behind it.
Who Is Rishabh Chopra?
Let’s zoom in on the guy who started it all. Rishabh Chopra, founder and CEO of Transformative Learning Solutions Pvt Ltd (the company behind TAE), isn’t your usual startup story.
No Ivy League MBA, no inherited Ayurvedic empire. Just a fascination with Ayurveda, a keen eye for e-commerce, and a radical belief: that India’s greatest ancient science could hold its own in modern global markets.
Chopra did what most founders don’t: he went deep into education-first commerce, building not only product lines but a digital community around Ayurvedic learning. More than 30,000 students have taken TAE’s courses, and that’s just the start.
Whether through his flagship brand VARAASA or high-end lines like iYURA and Modernica, he’s created a space where Ayurveda feels elevated, not exoticized.
What Makes TAE a Total Glow-Up in a Bottle?
Let’s keep it real: the wellness space is flooded with brands calling themselves “natural” but low-key spiking their serums with chemicals. TAE? That’s not their vibe.
They’ve carved a niche with products that are:
– 100% clean, no parabens, sulfates, synthetic fragrances, or shady stuff
– Rooted in ancient texts, like Charaka Samhita and Sushruta Samhita
– Triple-tested for quality and safety
– Cruelty-free and zero BS
The VARAASA Classical line alone brings literal textbook formulations to modern skincare shelves without diluting the tradition. Think of it like grandma’s recipe, just with upgraded packaging and lab results.
And their aesthetic? Clean, premium, global. Not your typical dusty Ayurveda shelf.
Challenges on the Path to Herbal World Domination
Of course, it wasn’t all saffron and rosewater. Building a platform based on an ancient science in modern markets came with some major hurdles:
– 🌍 Cultural perception gaps: Explaining why putting oil on your face is actually 🔥 to Western audiences
– 🧪 Educating without overwhelming: Balancing deep Ayurveda knowledge with digestible online content
– 💸 Funding a niche: Getting investors hyped about Sanskrit-infused beauty products
– 🧭 Building from India, for the world: Running a global digital brand while headquartered in Gurugram
But Chopra and team powered through, bootstrapping the early days and later raising a whopping ₹400 Cr+ in combined investments, including a $27 Mn Series C round in 2024 led by Jungle Ventures. Not too shabby for an oil-slinger, huh?
The Growth Curve: Up, Up, and Still Rising
TAE isn’t resting on its neem-scented laurels. The numbers? Impressive:
– 54% of revenue comes from North America
– 98% of total revenue is D2C, via their site (who needs middlemen?)
– Offline rollout began in California, proving wellness isn’t just a trend, it’s a movement
– CAGR clocked at 46%, and they’re outpacing luxury Ayurvedic competitors in global markets
The vision? To go deeper into R&D, acquire proprietary Ayurvedic IPs, and build (or buy) even more D2C verticals across skincare, food, education, and personal care. Chopra’s got an empire-building mindset, but one rooted in balance, not burnout.
Final Thoughts: Ancient Vibes, Modern Drive
At the intersection of turmeric, tradition, and tech, The Ayurveda Experience has built something no one else has: a global, digital-first Ayurveda movement that still feels personal. And Rishabh Chopra? He’s not just selling oils, he’s bottling a philosophy, one that reminds us the future of wellness isn’t in lab coats alone, but in legacy.
So if you’re feeling burnt out, broken out, or just bored with the usual beauty hype, maybe it’s time to log on, oil up, and give Ayurveda a shot. TAE will be waiting, with clean labels, clean skin, and probably a pop-up discount code, too.
Shop: TAE
