India’s D2C omnichannel lifestyle brand The Ayurveda Co has secured US$12.2 million in series A funding led by consumer VC fund Sixth Sense Ventures. 

Actress Kajal Agarwal and other startup founders and venture debt funds also participated in the round. The funds will be used for developing the ‘digitalisation of Ayurveda’ and its mobile application, according to the company.

The Ayurveda Co recorded three-fold growth over the past 10 months. The brand has recently expanded internationally, starting with the Middle East and African region in Dubai. It was also seen on the start-up show Shark Tank India. 

“The Ayurveda Co is garnering shelf space in areas dominated by incumbents to become an omnichannel global beauty & wellness brand,” said Nikhil Vora, founder and CEO of Sixth Sense Ventures.

Further reading: French fashion label Kiabi in talks to launch in India.