D2C Startup Auric Raises Funding From Venture Catalysts And 9Unicorns The brand aims to break the lucrative $5 billion worth Ayurveda and supplements industry by championing a scintillating array of world-class consumer products

By Prabhjeet Bhatla

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.


Integrated incubator and accelerator Venture Catalysts has recently said to have co-led the $2 million pre-Series A funding round for Auric, an Ayurveda-based contemporary health and wellness brand. The funding was co-led by Cactus Venture Partners and 9Unicorns. The funding round also witnessed participation from other eminent investors such as Karthik Bhat via AngelList and Capital-A (Manjushree Ventures).

Auric is essentially a novel and aspirational direct-to-consumer (D2C) brand creating innovative and convenient lifestyle products by blending Ayurveda with the benefits of modern sciences.

It aims to break the lucrative $5 billion worth of Ayurveda and supplements industry by championing a scintillating array of world-class consumer products.

"Since our inception three years ago, we have been steadfast in our mission to introduce Ayurveda in the daily lifestyle of millennials. We are wholeheartedly committed to the idea of empowering the country's millennials with ancient wisdom that works for them. This timely fundraise will indeed prove instrumental in bringing us one step nearer towards reconnecting the mind, body, and soul of people around us," said Deepak Agarwal, founder, Auric.

Auric is founded by Deepak Agarwal, an IIT- Delhi alumni with over 8 years of experience with Hindustan Unilever across India, Switzerland, and Singapore. The startup operates in the mass-premium segment at the crossroads of consumer goods and supplements. It has a unique range of Ayurveda-inspired, coconut-water-based drinks for beauty and wellness drinks for healthy skin, balanced weight, and stronger hair being some of the examples.

"Riding on the promise of Ayurveda and scientific excellence, Auric is a new-age brand that has the potential to take the 5 billion dollar Ayurveda market by storm through its dazzling range of customized and unique products. We wholeheartedly believe in the disruptive capability of this company based on the exemplary dedication exhibited by Auric's founding team towards realizing its long-term as well as short-term objectives. Through this funding, we are pleased to have played an integral part in helping the company realize its overarching vision. We would also like to take this moment to assure them that they will find us backing them at every step on their journey ahead. We wish them all the success in the world as they deserve every bit of it," added Dr. Apoorva Ranjan Sharma, co-founder, and president, Venture Catalysts.

Prabhjeet Bhatla

Former Staff

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Related Topics

Starting a Business

How Can You Make Sure Your Business Will Survive Anything? Try These 3 Proven Strategies

No matter how uncertain the economy is, you can survive anything as long as you prepare. Here are a few strategies to consider.

Business News

Amazon's $1 Billion Innovation Fund Is Looking to Invest in a Specific Kind of Startup

The company's Innovation Fund invests in startups that focus on robotics, artificial intelligence, machine learning, and autonomy.

Business News

State Attorney Generals Sue RealPage, Landlords Over 'Astronomical' Rent Hikes: 'This Was Not A Fair Market At Work'

Arizona Attorney General Kris Mayes alleges that the $9 billion software company RealPage helped create a "rental monopoly" in the state.

Science & Technology

10 Tech Trends That Will Shape the Next Decade

Here's what the next 10 years have in store for the tech world.


7 Ways to Create a Seamless Marketing Campaign Across All Platforms

Achieving cross-platform harmony requires strategic goal-setting, customized content optimization, and a mix of paid and organic efforts.