Puig acquires majority stake in India’s Kama Ayurveda; eyes global expansion

By Faye Bartle |

Kama Ayurveda Kumumadi Amarrupa & Natural Sun Protection.

Kama Ayurveda Kumumadi Amarrupa & Natural Sun Protection.

Puig is strengthening its foothold in the Indian market with the acquisition of a majority stake in Kama Ayurveda, with plans to further expand the brand globally, including to the UK next year.

The family-owned beauty and fashion giant has held a minority stake in Kama Ayurveda, a leading Ayurvedic beauty and wellness brand in India, since 2019.

The increase in investment reaffirms Puig’s commitment to both Kama Ayurveda and developing its business in India, which is a growing market for beauty and wellness products.

As well as maintaining its commitment to ‘boost the brand’s leadership in the Indian market’, Puig will will ‘continue to support the further expansion of Kama Ayurveda into global markets including the UK in early 2023’.

“We are delighted to strengthen our partnership with Kama Ayurveda, which has become a leading brand in India, earning the loyalty of millions of discerning beauty customers with sustainable, plant-based skincare and lifestyle products,” said Marc Puig, Chairman and CEO of Puig.

“India represents an incredibly exciting opportunity for Puig, and with this investment we will continue our strategy of consolidating Kama Ayurveda’s strong domestic presence and of pursuing compelling opportunities in key markets abroad.”

Kama Ayurveda face care collection with soap.

Kama Ayurveda face care collection with soap.

Kama Ayurveda, founded in 2002, brings a distinctive proposition to the wellness category within Puig’s brand portfolio.

Its offer is rooted in the traditional Indian medical science of Ayurveda, which focuses on the balance between mind, body and spirit for holistic wellbeing.

The products are made with natural and organic ingredients and are largely vegetarian and vegan.

Kama Ayurveda Khan Market flagship store inNew Delhi, India.

Kama Ayurveda Khan Market flagship store in New Delhi, India.

The brand currently operates 54 owned stores in India, with plans to operate more than 60 by the end of 2022.

Combined with its online presence and strong brand recognition in the domestic market, Kama Ayurveda has a solid platform from which to take its products to the global stage, aided by Puig’s expertise in brand building, technology skincare and perfumery.

Kama Ayruveda Kumkumadi Night Serum.

Kama Ayruveda Kumkumadi Night Serum.

“We are proud to be writing this new chapter in our successful partnership with Puig, which has helped accelerate Kama Ayurveda’s growth and expansion across India,” said Vivek Sahni, Co-founder and CEO of Kama Ayurveda.

“By leveraging the wealth of Puig experience in nurturing founders and growing global beauty and skincare brands, together we will bring the experience of authentic Ayurvedic beauty and wellness to new audiences.”

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