Ayurveda's Modern Makeover

Fusing ancient rituals with clinical results—is Puraveda shaping Ayurveda's contemporary comeback?

- Team BrandSutra

As consumers grow more conscious about what goes into their beauty and wellness routines, Ayurveda is enjoying a modern resurgence. But today's audiences aren't just looking for tradition—they want efficacy, convenience, and science-backed results too. Enter Puraveda, a Reliance Retail brand, that positions itself at the crossroads of ancient wisdom and modern innovation. By pairing time-tested botanicals with clinically proven actives.

In an interview with BrandSutra, a spokesperson of Puraveda tells us about how the brand makes Ayurveda not just relevant, but aspirational for a new generation of consumers.

Edited excerpts...

Q. What sparked the idea to reimagine Ayurveda for today's consumer?

A. Puraveda was founded with a clear and powerful vision: to honor the timeless wisdom of Ayurveda while making it meaningful and practical for modern life.

We observed that while many value Ayurveda for its authenticity, they also seek products that are convenient and effective based on scientific evidence.

Puraveda bridges this gap by blending time-tested botanicals with clinically proven actives to create a beauty and wellness experience that is deeply rooted in tradition, yet modern in its performance.

Q. Tell us about the Puraveda consumer—their needs, values, and lifestyle.