Aspirational Consumer
Auric is a Direct-to-Consumer (D2C) brand focused on developing Ayurveda-based health and wellness products and supplements.
We first met Deepak long before investing, and his openness to feedback, along with his ability to quickly improve his product, immediately signaled his determination and adaptability. His personal conviction in Ayurveda, combined with strong consumer instincts, clarity of purpose, and a bold vision to take Ayurvedic products global, made him the kind of founder we believed could build a powerful B2C brand.
Auric is a direct-to-consumer brand that develops Ayurveda-based wellness foods, beverages, and supplements, aiming to bring traditional Indian medicinal principles into a contemporary, appealing format for modern consumers. Founded by Deepak Agrawal, whose professional background spans engineering, product development, sales, and global operational roles, the company reflects a blend of deep Ayurvedic belief, personal conviction, and strong consumer-brand-building expertise.
Our investment thesis centered on both the founder’s capability and the vast global opportunity for Ayurveda, a category experiencing rapidly rising interest as consumers increasingly prioritize holistic health and natural wellness solutions. The growing alignment between Ayurveda and broader wellness trends, particularly the global embrace of practices like yoga and the heightened focus on immunity and wellbeing, creates strong tailwinds for brands positioned at the intersection of tradition and modern lifestyle.
Auric’s thoughtful product development, brand positioning, and ability to make Ayurveda accessible to a global audience give it the foundational elements required to evolve into a powerful international wellness brand.
