As Ayurveda continues to evolve within the modern beauty landscape, brands are finding new ways to make the ancient science more relevant, experiential, and accessible to today’s consumers. Among them is JungleBerry, a brand that describes itself as “wildly Ayurvedic,” blending traditional principles with contemporary formulations and sensorial experiences. In an interaction with the Co-Founder of JungleBerry, Nitin Dhawan, we spoke about the brand’s philosophy, its approach to scaling authentic Ayurvedic beauty, the growing importance of offline retail, and how it is building a differentiated identity in an increasingly crowded market.
1. JungleBerry positions itself as “wildly Ayurvedic.” How are you translating this philosophy into a distinct business and brand identity in an increasingly crowded natural beauty market?
At JungleBerry, “wildly Ayurvedic” is not just a tagline; it’s a philosophy rooted in Ayurveda as an ancient science, not merely tradition. We draw from time-tested formulations and forest-inspired botanicals, translating this knowledge into formats that feel intuitive for today’s consumer. While we stay true to Ayurvedic principles and processes, we evolve how they are experienced, through better textures, refined fragrances, and design-forward packaging that removes the typical barriers associated with Ayurvedic products. As a brand, we emphasise discipline and consistency, reinforcing that real, long-lasting results take time. This allows us to build a space where ancient wisdom meets modern desirability, creating a brand that feels credible, sensorial, and deeply relevant to contemporary lifestyles.
2. With several brands tapping into Ayurveda today, what strategic choices have helped JungleBerry carve a differentiated space rather than blend into the category?
In a market where Ayurveda is often reduced to a marketing hook, our approach is rooted in depth and discipline. We treat Ayurveda as a structured science with defined principles, not something to be altered for trends or quick wins. This means we consciously avoid over-promising instant results and instead communicate the importance of consistency for long-term efficacy. Our messaging, built around “ancient wisdom and long-lasting results”, actively counters the culture of instant gratification driven by “Insta” brands. At the same time, we make Ayurveda aspirational by enhancing sensorial appeal and usability. This balance between authenticity and modern expression, combined with rigorous product testing across internal teams, close circles, and industry critics, helps us build both trust and excitement in equal measure.
3. Your formulations draw from forest-inspired botanicals. How do you balance sourcing authenticity with scalability as the business grows?
Sourcing is one of the most critical aspects of building JungleBerry. We work with trusted, long-term partners to ensure high-grade, ethically sourced botanicals while maintaining transparency and traceability across our supply chain. Importantly, we don’t pursue ingredient rarity for storytelling; every ingredient must serve a clear functional purpose within the formulation. Ayurveda, by nature, demands precision and patience, so we do not take shortcuts for the sake of speed or scale. As we grow, our focus remains on preserving formulation integrity and ensuring consistency in product performance. Scalability, for us, is about strengthening systems and partnerships without diluting quality, because growth is only meaningful if it reinforces the core values of authenticity and efficacy.
4. Currently present in over 120 stores across multiple Indian markets, how has offline retail shaped consumer discovery and trust for JungleBerry?
Offline retail has played a pivotal role in building both discovery and trust, especially in a category like Ayurvedic beauty that benefits from experience and education. Being present across 120+ stores allows consumers to engage with our products firsthand, understanding textures, fragrances, and the overall sensorial experience. This is crucial in breaking preconceived notions around Ayurveda. Retail also enables deeper conversations, helping consumers understand the role of discipline and consistency in achieving results. Additionally, it offers valuable insights into regional preferences and behaviour, which inform our innovation and communication strategies. Ultimately, offline retail bridges the gap between curiosity and conviction, helping us convert first-time users into long-term believers in the brand.
5. As you aim to expand to 200 stores and build a stronger national footprint in the next six months, what will be the key drivers of this growth: geography, partnerships, or category expansion?
Our growth strategy is a balanced mix of geographic expansion, strategic partnerships, and strengthening high-performing categories. While we continue to deepen our presence in key markets, we are also entering regions with strong demand potential. Partnerships with aligned retail platforms will be critical in scaling effectively. At the same time, we are building on categories that have already resonated, such as our Hair Vitalising Oil, which clearly communicates its Ayurvedic oil-based positioning, along with offerings like the Damage Repair Hair Kit and our Skin Revitalising Day and Intense Repair Night Creams. Behind the scenes, we are investing in supply chain efficiency, team training, and consistent in-store experiences to ensure that growth translates into long-term brand equity.
6. How are you making Ayurvedic beauty relevant and aspirational for younger consumers who are often drawn to global skincare trends?
The key lies in simplifying without diluting. Younger consumers today seek clarity, experience, and results, but they also value authenticity. We translate complex Ayurvedic principles into benefit-led, easy-to-understand communication while ensuring products fit seamlessly into modern routines. At the same time, we elevate the experience through sensorial elements, textures, fragrances, and packaging that feel contemporary and indulgent. We also actively shift the narrative from “instant results” to “lasting results,” reinforcing the role of consistency through initiatives like structured usage journeys and assurance-led programs. By making Ayurveda feel intuitive, desirable, and effective, we position it not as a frozen science, but as a powerful, modern solution rooted in timeless wisdom.
7. What have been the biggest challenges in scaling a modern Ayurvedic brand while staying rooted in traditional integrity, and how are you navigating them as you grow?
One of the biggest challenges is maintaining discipline in the face of growth pressures. Ayurveda operates on a foundation of deep knowledge and sound principles, and staying true to that while scaling requires conscious decision-making. There is always a temptation to optimise for speed or trend alignment, but we choose not to compromise on formulation integrity, sourcing quality, or process timelines. Another challenge is ensuring consistency across markets and channels, whether in product performance or brand experience. We address this through strong internal systems, aligned teams, and rigorous testing processes. Ultimately, it is a continuous balancing act, evolving Ayurveda in how it is expressed, while preserving its core science, so that it remains both authentic and relevant.
