How a spa's homemade oils became a $150K/month Ayurvedic beauty brand
Two IIT-IIM graduates turned their wellness spa's custom-formulated oils into Blue Nectar, an e-commerce Ayurvedic beauty brand now doing $150K/month with repeat rates up to 60%.
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Business snapshot
Monthly revenue
$30K/mo
reported Mar 2022
- Based in
- Gurgaon
- Monthly revenue
- $150K/month
- Monthly unit volume
- 15,000 units
- Repeat rate on top products
- 50%-60%
- Products in catalog
- 80+
- Sales platforms and countries
- 11 platforms, 6 countries
- Ambassador campaign views
- 3 mn in 45 days
Tools
- Shopify
- Google Analytics
- Google Adwords
- Facebook ads
- YouTube
- Amazon
Founder-reported figures, not independently verified.
Who built it, and what they built
Kapil Dhameja and Sanyog Jain are the co-founders of Blue Nectar, a contemporary Ayurvedic beauty and wellness brand based in Gurgaon, India. The brand positions itself as traditional Ayurveda backed by research and processed with modern technology, aimed at a generation that is always on the move.
The founders describe the business as a pure e-commerce company with no physical stores. Their range uses more than 150 pure Ayurvedic herbs, avoids harmful chemicals and preservatives, and is designed to feel and smell luxurious rather than oily and medicinal.
“Traditions are good. We need to revive and contemporize them”
Where the idea came from
Both founders are IIT-IIM graduates who left corporate jobs — Kapil had a decade of experience at GSK, and Sanyog had worked across continents with Cognizant. Kapil's curiosity about Ayurveda began in 2008 when a Panchakarma center in Chennai asked him to drink a liter of ghee as a detox step for weight loss, an experience that pushed him to explore Ayurvedic science further.
In 2010 the pair opened their first Blue Terra Wellness Spa, offering traditional therapies like Nadi Vidya and Panchkarma. Guests benefited but complained about greasy, strong-smelling oils and hard wooden beds, so the founders worked with Ayurvedic doctors and studied the Charak Samhita to formulate lighter, aromatic oils and modernize the experience.
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