Amrutam, a distinguished Ayurvedic brand, known for its traditional, Ministry of AYUSH-certified formulations, and a dedicated women-first mission, appeared on Shark Tank S2 in 2023. It pitched itself as a malt-based nutrition and preventive wellness brand rooted in classic Ayurvedic formulations. The outcome led to no-deal between the brand and the Sharks. However, this experience on Shark Tank turned into a significant learning curve for its founders and for the brand as a whole. Since its appearance in 2023, Amrutam has witnessed 25x growth, driven by strong D2C momentum and repeat customers.
Post Shark Tank, Amrutam made a deliberate shift. First, the brand reinforced its Ayurvedic foundations. It consciously moved away from fleeting trends-driven wellness launches and focused deeply on being a women’s preventive wellness brand. It narrowed its primary attention to:
- Long-term hormonal health
- Menstrual cycle regularity
- PCOS/PCOD support
- Preventive nourishment for women
Amrutam’s philosophy remains rooted in the belief that women’s hormonal health is not an episodic issue but a lifelong nutritional conversation, where environmental stressors, lifestyle shifts, poor nourishment, and modern living impact cycles. This educational positioning also significantly boosted trust within the women community. Its products are not positioned as a “medical fix,” or a “quick symptom fix,” but a daily long-term hormonal nourishment, support for cycle rhythm restoration, and strengthening from within.
In line with this, Amrutam strengthened its core formulation in the women’s health range, led by its flagship malt-based formulation, Nari Sondarya Malt. It is specially made for women experiencing irregular periods, PCOS/PCOD concerns, newly married women, and mothers, or even young adults navigating hormonal shifts.
Why malts?
Amrutam’s hero product, the malt, stood out in the women’s health space dominated by isolated-ingredient supplements. In traditional Ayurveda, malt-based preparations help build strength for reproductive health and as daily vitality enhancers. They are made by combining multiple herbs in suitable ratios within a digestible base, making them ideal for long-term daily consumption. Amrutam reintroduced malt without altering its essence for urban families seeking preventive care.
This helped Amrutam transition from a broader Ayurvedic brand to a category-focused women’s wellness brand rooted in traditional Ayurvedic wisdom. The brand deliberately chose to stay off most marketplaces, operating primarily through its own D2C website and Amazon. Currently, almost 90% of its revenue comes directly from its website. Amrutam currently records an average of ~40% monthly repeat customer rate in its women’s health category, driven primarily by consistent usage of Nari Sondarya Malt and the broader hormonal wellness range. The growth is driven by results-backed word-of-mouth and community engagement on WhatsApp. Women began reporting improvements in regularisation of menstrual cycles, reduced PMS symptoms, and better hormonal stability over consistent use.
Amrutam has been profitable since 2023 and continues to scale sustainably, with education-first marketing and content on Instagram over urgency-driven sales.
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