Kama Ayurveda is one of India’s leading Ayurvedic beauty brands. Since it was established in 2002, it has been known for its pure and effective formulations, soothing fragrances, zen retail stores, and powerful online presence. In 2015, Kama Ayurveda commissioned Meher Varma to do ethnography across Delhi, Bombay and Bangalore.
Through a combination of structured and semi structured interviews, and conversations with walk-in customers we collected data that got to the heart of what Kama’s founders wanted to know in order to shape their strategies for years to come. Questions included asking what ‘ayurveda’ means to urban consumers in India, and to what extent their other life choices can tell us about their interest in tapping an age-old science for everyday beauty solutions.