D2C skincare and nutrition brand The Ayurveda Experience (TAE) has raised nearly $6 Mn (INR 50 Cr ) in a fresh funding round led by Anicut Capital. Sharrp Ventures, Singularity Ventures, Riverwalk Holdings and Emerge Capital also have participated in the funding round, according to an Economic Times report.

Lately, there has been a rise in investors’ interest in Ayurveda-based health and wellness brands. Last month, The Ayurveda Co, a Gurugram-based D2C brand, raised about Rs 122 crore in its Series A round, with participation from actor Kajal Aggarwal, who invested about Rs 5 crore in the round.

TAE was initially launched as a content platform. However, in 2017, the brand pivoted to manufacturing and selling ayurvedic products.

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The startup said that it currently offers products to 8,40,000 customers and has received an annualized revenue of INR 235 Cr. It aims to grow 46% year-on-year (YoY) in the next five years and will be opening its second retail outlet in the country.

TAE said that it earns about 95% of its revenue from international markets and also records nearly 98% of its business from the D2C vertical.

Founded in 2014 by Rishabh Chopra, TAE sells beauty and personal care products under three brands–Iyura, Ajara, and A. Modernica. It also sells supplements under the nutraceutical brand Ayuttva. The startup has an omnichannel presence across the globe, with a retail outlet in LA, US.