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‘Arqa Ayurveda aims at healthier lifestyle through spice blends’

Wednesday, November 20, 2019, 16:17 Hrs  [IST]

Arqa Ayurveda is known for sourcing whole organic spices and herbs into India from around the world. The company specialises in selling spice blends such as, guacamole mix, rose petal garam masala, som tam mix, and many more, which also have ayurvedic medicinal values. Asmita Mukherjee spoke with Rahul Kapoor, Chief Operating Entrepreneur, Arqa to discover more about the importance of ancient Ayurveda in modern living.

Q Tell us about Arqa Ayurveda and how you started the business?
Arqa is our spice brand whose USP lies in sourcing whole organic spices and herbs from around the world in their purest form. Our customers buy whole spices or have them ground by us in store. Our specialists are known for creating blends in-store like guacamole mix, rose petal garam masala, som tam mix, and many more. There is a great emphasis on maintaining the authenticity of flavours and recipes of various cuisines and cultures.

Our loyal customers trust us for authentic and flavourful spices. They often asked us for a healthy range of spices, herbs or powders. We experienced great success in our health powder range, which led to wanting to take it to the next level. During several brainstorming sessions with our teams, the idea of Ayurveda kept coming up. Not wanting to broach this from a medicinal aspect, we approached, Vasudha Rai, the author of "Glow", to help us curate a range that would address Ayurveda form a lifestyle angle. This journey helped us to discover the immense possibilities, which gave way to our sub-brand Arqa Ayurveda.

Q How many products do you offer under Arqa Ayurveda's portfolio? How are the products manufactured?
There are 23 products which come purely under Arqa Ayurveda. Although at Arqa there are about 20 odd additional herbs and spices which have Ayurvedic significance. We built an association with the International Academy of Ayurveda, Pune, renowned in the field for our product curation, quality, strategy and range.

Q What is the market size of Ayurvedic products? How are you differentiating from the competition?
The market size now is approximately INR 30,000 crores in India with growth rate of 14-16% annually.

We have a unique and modern approach towards Ayurveda and its accessibility to the health-conscious customer, aimed at healthier lifestyles with a day to day approach.

Q How are you addressing the challenges?
Visibility and understanding of our product range is one of the key challenges for us, which we continually address through weekly events of Nadi Pariksha. We also hold live talks with renowned Ayurvedic doctors of IAA, Pune. We also have cooking sessions at our Bandra Store in Mumbai with Lifestyle Ayurvedic Coaches and Chefs. This has translated well for us but we aim to do better each time, all whilst addressing our loyal customers.

Q What is your growth plan for 2020?
We have just launched our sub-brand, and we are working towards increasing our visibility, and customer base. We are also extending our range into other categories like churans, and medicated ghee, among others.

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