Amrutam & The Other Circle Partner to Redefine PR for Ayurveda and Wellness
Amrutam Partners with The Other Circle to Redefine the PR Playbook for Ayurveda and Conscious Wellness in India
Mumbai, 04th November 2025: In a strategic move to strengthen its national presence and redefine authenticity in wellness, Amrutam, a distinguished Ayurvedic brand known for its classical, Ministry of AYUSH-certified formulations and a dedicated women-first mission, has partnered with The Other Circle (TOC) a leading strategic communications agency.
Under this collaboration, TOC will lead Amrutam’s pan-India public relations and reputation management mandate, driving visibility, trust, and relevance across diverse audiences. The partnership will focus on positioning Amrutam as the benchmark for ethical, evidence-based Ayurveda, a space where efficacy, transparency, and culture converge.
Rooted in its philosophy “Health is Beauty,” Amrutam champions internal wellness over superficial fixes, a sentiment that deeply resonates with post-pandemic consumer values. Unlike brands that simplify or commercialize Ayurvedic traditions, Amrutam stays true to classical processes and texts, ensuring every product delivers time-tested results backed by authenticity.
As a passionate women-first brand, Amrutam offers deep, specialized support across a woman’s entire physiological journey from her first period to menopause. This holistic approach goes beyond products, extending into community-led initiatives such as blogs, podcasts, and doctor consultations that educate and empower women at every life stage.
Stuti Ashok Gupta, Co-Founder of Amrutam, shared: “Central to Amrutam’s model is our women-first approach, supporting holistic health across every stage of life. Beyond our formulations, we’ve built a trusted ecosystem rooted in education, consultation, and community. Guided by our belief that Health is Beauty, we continue to honour classical Ayurvedic wisdom while making it relevant and effortless for modern lifestyles.”
Aakanksha Gupta, Founder & CEO of The Other Circle, “Amrutam isn’t just a D2C success story it’s a brand that makes wellness feel honest again. The $4.5 trillion global wellness industry may be booming, but it’s also battling a trust deficit. As an Amrutam consumer myself, I’ve experienced how their products go beyond beauty or quick fixes. They heal, they restore, they stay true to what Ayurveda really stands for. At TOC, we’re excited to bring our strategic rigour and storytelling to this journey to help make Amrutam the gold standard for authentic, high-efficacy Ayurveda, and to position Ayurveda not just as our heritage, but as the future of global wellness built on proof, purpose, and provenance.”
Alita D’souza, Group Head – Consumer & Lifestyle at The Other Circle, added: “What sets Amrutam apart is its fidelity to source. Every formulation is derived directly from ancient, time-tested Ayurvedic texts guaranteeing efficacy and integrity. This authenticity is matched by their ethical practices: PETA-certified, cruelty-free, and vegan. When coupled with a women-first mission that addresses complex, underserved health narratives, Amrutam isn’t just creating products, it’s creating trust.”
The partnership will launch a comprehensive communications campaign aimed at educating consumers on classical Ayurveda’s relevance in contemporary life and solidifying Amrutam’s position as a trusted leader in authentic, women-centric wellness. Together, Amrutam and TOC seek to elevate Ayurveda into a global conversation, building a culture of health that values ethics, efficacy, and enduring care.