Life & Pursuits

Life & Pursuits is a premium beauty and wellness brand that blends the ancient wisdom of Ayurveda with modern scientific precision to create natural, organic personal care products. The company specializes in offering internationally certified organic skincare, haircare and wellness solutions, emphasizing clean, conscious formulations made from sustainably sourced botanical ingredients. Its product range includes Ayurvedic hair oils, body oils and skincare items that are free from harmful chemicals such as parabens, silicones and sulfates.

Core Products and Services

• Ayurvedic skin and hair care: Oils, serums and cleansers formulated for different skin and hair types.

• Organic baby care: Gentle, toxin-free products for infants and children.

• Wellness range: Products supporting holistic health, all certified organic and cruelty-free.

• Portfolio: 9 core SKUs available through major e-commerce platforms like Amazon and Firstcry.

Business Model & Revenue Streams

• Revenue generation: Direct-to-consumer (D2C) online sales via the brand’s website and leading e-commerce platforms.

• Geography: Majority of revenue from India, with increasing contribution from international markets (US, UK, EU).

• Customer segmentation: Predominantly B2C, targeting health-conscious consumers seeking organic and Ayurvedic personal care; no significant B2B or enterprise focus.

• Latest data: Raised ₹3.73 crore in total funding; high repeat purchase rates and expanding global footprint.

Top Clients & Partnerships

• Top clients: Not disclosed; diversified individual consumer base through online channels.

• Strategic partnerships: Collaborations with e-commerce leaders (Amazon, Firstcry) for distribution; partnerships with academic institutions for social impact initiatives (e.g., plantation drives with Delhi University).

• Client concentration risk: Low, due to broad D2C distribution and diversified customer base.

• Diversification initiatives: Ongoing product innovation and expansion into new international markets.

Future Outlook & Strategic Priorities

• Growth drivers: Launch of new organic SKUs, expansion in global D2C markets, and continued investment in certification and product authenticity.

• Risks and headwinds: Regulatory changes in organic certification, competition from global and domestic Ayurvedic brands, and macroeconomic shifts impacting discretionary spending.

• Management targets: Scale product range and international presence, maintain high repeat purchase rates and reinforce brand leadership in organic Ayurveda beauty.

• Capital allocation: Focus on R&D, digital marketing and building international supply chain capabilities (reflecting recent market trends).