8 Years of Amrutam: Beyond Business, A Family Rooted in Ayurveda

Namaste, I’m Pragati Nayak, and I write blogs at Amrutam.

If I’m honest, I still feel new here. It’s only been a little over three months since I joined the team, but in this short time, I feel like I’m walking through pages of a story already in motion, a story filled with love, labour, healing, and deep-rooted purpose. It’s a universe of stories, rooted in tradition, and lovingly carried forward by a family that never stopped believing in Ayurveda even when the world moved on.

This April, we’re celebrating 8 years of Amrutam's digital journey. While Amrutam as a brand was born years before, this milestone marks the moment when a traditional Ayurvedic manufacturing company stepped bravely into the digital world. And today, I want to share what this journey has looked like from the inside.

Today, as a newcomer still discovering all the magic behind the label, I want to take you with me into the Amrutam universe, through conversations, emotions, and memories that have been generously shared with me by the people who built this brand from scratch.

I may be new, but maybe that gives me a lens that's a lot like yours: curious, open, and excited to discover the story behind the things we use and trust.

Back to Where It All Began: 2006

Before the digital glow and customer love poured in from across the world, Amrutam was a small factory with big dreams.

“We saw people moving away from Ayurveda. We wanted to keep this ancient Indian tradition alive,” Papa said with a glimmer of remembrance. “Amrutam was our way to bring it back into people’s lives - with faith.”

With no modern equipment, no blueprint, and only belief as capital, he started small.  “I didn’t have a murabba grinder. So, I rented a small lentil grinder. I used it for grinding murabba and gulkand, even though it kept giving up on me.”

But giving up wasn’t an option. Not when the dream was this big.

Even when their setup was modest, their commitment was grand: No shortcuts, no extracts, no artificial ingredients. Only real herbs, real juice, and real Ayurveda. That value remains unchanged to this day.

From Home Remedies to Herbal Formulas

What struck me the most was how seamlessly family life and business life blended for Amrutam Papa and Amrutam Maa. “We both became one,” they laughed.

At dinner, they’d talk about formulas. On walks, they’d discuss customer feedback. At home, Ayurveda was more than a system of healing, it was a language of love.

Maa recalls, “Ashok ji had a clear vision. And I used to do home remedies too. We started together, learned together, and grew together.”

It’s no wonder that the name Amrutam, meaning nectar - something that heals and gives life, felt like the only right choice.

Amrutam isn’t just about Ayurvedic products. It’s about people who actually believe in what they make. From the formulas discussed with intention, how sourcing is done carefully, and how real customers and their feedback are always part of the conversation.

In these few months, what I’ve come to realize is this:
Ayurveda at Amrutam isn’t something they add onto products - it’s the starting point.

So when we say we’re celebrating eight years of being online, it’s more than just a website anniversary. It’s about making this kind of care and honesty available to anyone, anywhere.

A Family, Not a Company

What makes Amrutam truly unique is that it never operated like a company in the traditional sense. It has always functioned like a family.

That spirit of kinship runs deep, especially in the way employees are treated. Deepak Bhaiyya, Amrutam’s Purchase Manager, is the perfect example. He started working here nearly two decades ago, before the brand even had an online presence.

“I started with a packing job,” he recalls. “I didn’t know much, but the atmosphere here was different. It didn’t feel like work.”

Years later, when Deepak Bhaiyya had a major accident and couldn’t work for a year, the Gupta family stood by him. “They helped with three operations. Even when I wasn’t working, I still received my salary. I’ve never seen that kind of care anywhere else.”

When he recovered, most of the staff had left. That’s when Chandrakanta ji gently encouraged him to try a desk job, even though he’d never touched a computer.

“I used to run away from that kind of work,” he laughs. "She taught me everything patiently, how to manage stock, generate bills. Papa taught me marketing, how to talk to vendors.” He smiles, “Ashok sir might be my boss, But Mrs. Gupta is truly my teacher.”

This wasn’t just employment. It was empowerment.

Everyone at Amrutam is seen, supported, and encouraged to grow. From interns to senior team members, Amrutam’s  culture runs on mutual respect, learning, and the quiet understanding that we’re all in this together.

How It All Went Digital – Through the Eyes of Stuti and Agnim

In 2017, Stuti and Agnim, Ashok and Chandrakanta's children, stepped in with a bold decision, to take Amrutam digital.

“We didn’t have a roadmap,” said Stuti. “Just a strong belief in what our parents had built. We knew it deserved to reach the world.”

The beginning wasn’t glamorous. “I’d sit in the office, wondering what I was supposed to do,” Stuti laughed. “Maa would say, ‘Just go in the morning and come back in the evening. But make sure you do something useful in between.’”

Agnim recalls how the journey wasn’t about launching products, it was about defining what Amrutam truly meant. “It was never just about selling. It was about storytelling, healing, and holding space for people to feel seen.”

He laughs gently before adding, “Amrutam.co.in is almost like our sibling, if not a child.”

“I had my doubts,” Deepak Bhaiya admitted honestly. “I’d never ordered anything online, never seen a medicine business like this on the internet. But I knew one thing if anyone could do it, it was them. I just had to support them with all my heart.”

Before the website went live, there was a quiet, unforgettable moment. One day, Stuti and Agnim took their parents inside the office to walk them through how everything would work, the orders, the website, the plan.

And when they walked out of that room, I’ll never forget the look on Mr. and Mrs. Gupta’s faces. A mixture of awe, pride, and quiet conviction. Deepak Bhaiya recalls. 

That was the moment I knew, they were going to build something truly extraordinary.

In 2017, when the website launched, the family took a leap of faith and never looked back.

From Four Orders a Day to Thousands

In the beginning, packaging for online orders was a trial-and-error process. “We didn’t even have fixed boxes,” Deepak Bhaiya recalled. “We wrapped everything in paper and bubble wrap. We packed four orders a day and dreamed of a hundred.”

Today, that dream is reality. Thousands of orders go out daily. But the pride and joy in every package remain the same.

The first-ever online order? It came from Banaras for Orthokey Gold Capsules. “I remember packing it so carefully,” smiled Deepak Bhaiyya. “It felt like sending a part of our heart out into the world.”

The Road Wasn’t Always Smooth

Every beautiful journey has its share of storms and Amrutam was no different.

There were rejections. A lot of them. Investors who didn’t believe in the idea of Ayurveda without instant gratification. People who asked us to "fix the taste" or “make it smell nicer,” not realizing that we weren’t making candy or perfume. We were preserving centuries of Ayurvedic wisdom in its most authentic form.

We were told our products were too earthy, too bitter. But we couldn’t change them. Because that would mean compromising on what made Amrutam real. A vision of healing with real Ayurveda.

Well obviously these comments made us feel like we were walking in the dark. It made us question.  

But if there’s one thing that kept us going, it was faith. Faith in the products, in our people, and in the purpose behind it all.

Every Setback Had a Lesson

Every challenge left behind a lesson. And every rejection quietly nudged us closer to the people who would eventually believe.

When we didn’t get funding, we learned to bootstrap smartly. When taste and smell were critiqued, we doubled down on education, on explaining why Ayurvedic formulations were made the way they were. And in doing so, we found a tribe of people who cared more about healing than hype.

From 10K monthly website visitors to an app that crossed 50K downloads, each milestone was a quiet celebration of resilience. The launch of the Amrutam app wasn’t just a tech upgrade, but a promise to bring wellness closer to people’s lives. With the team growing steadily, every new member brought fresh energy and a shared dream.

Features in Forbes 30 under 30, being recognised as one of the Top Challenger  D2C Brands in India  and even appearing on Shark Tank India didn’t just validate our work, they reminded us that staying authentic has its own rewards.

And beyond all of it, perhaps the biggest gift has been our community. A family of thousands who found themselves in our products and our stories.

When Work Feels Like Festivity

Some moments have become stories told with warmth and laughter, like the Diwali chaos that became a memory of pure teamwork.

“One Diwali, we had a campaign for gift boxes. It blew up, and we got more orders than we could handle. It was festive time, so the staff was less,” Deepak Bhaiya remembered.

Everyone immediately jumped in. “They helped pack over 200 Diwali Boxes that day,” he smiled. “That’s what I love, no one here thinks they’re above any work.”

It’s that culture, of jumping in, helping out, and standing together, that makes Amrutam feel like home.

Every Product Tells a Story

Behind every formulation is a memory, a lesson, a person.

“Kuntal Care Hair Spa was one of our first successful products online,” Papa shared. “It holds a special place for all of us.”
For Maa, it’s Nari Sondarya Malt. “I’ve seen how it helps women. I’ve felt the impact myself.”

These aren’t just products. They are pieces of a promise, a promise to stay rooted in Ayurveda and craft with care.

Growing Together, Healing Together

As Amrutam’s reach grew, something beautiful happened. A community formed. People from around the world started writing in.

“This changed my life.”
“This solved my life long Menstrual problem”
“Thank you for creating this.”

And with every message, the team felt affirmed. This wasn’t just about selling herbal jams or oils. It was about creating space for healing. Real, honest, personal healing.

The Legacy Continues

When asked how it felt to watch their children take the reins, Maa smiled, “I felt proud. They brought in new energy, new ideas. They pushed Amrutam forward in a way we couldn’t have imagined.”

Papa added, “When the children started promoting the brand, and our team began taking ownership, that was everything.”

Today, their vision is clear: to build a global platform for Ayurveda, not just for products, but for education, consultations, and holistic lifestyle support.

“Be patient,” Papa says. “Success takes time. But when it’s rooted in love and values, it always comes.”

Here's to the Nectar That Heals

As someone who now writes for this beautiful family, I’ve come to realize, Amrutam isn’t a company. It’s a feeling. It’s the quiet assurance that healing is possible, that kindness is powerful, and that heritage still has a place in today’s world.

Eight years online, but a lifetime in spirit.

As we mark eight years of Amrutam.co.in, this anniversary isn’t about going online. It’s about staying true offline, even while reaching the world.

Here’s to the dreamers, the doers, the healers, and the hands that make Amrutam what it is.

Here’s to Amrutam.