Amrutam partners with The Other Circle for Ayurveda communications mandate

New Delhi: Ayurvedic wellness brand Amrutam has appointed The Other Circle (TOC) as its strategic communications partner to lead its national public relations and reputation management efforts.

The collaboration is designed to strengthen Amrutam’s presence across India and reinforce its positioning around ethical, evidence-based Ayurveda. TOC will oversee the brand’s outreach and narrative-building initiatives, focusing on enhancing credibility and awareness among diverse audiences.

Founded on the philosophy “Health is Beauty,” Amrutam’s approach emphasises holistic well-being rather than cosmetic outcomes. The brand continues to draw from classical Ayurvedic texts and practices certified by the Ministry of AYUSH, seeking to preserve traditional integrity while addressing modern wellness needs.

Highlighting its women-first focus, Amrutam provides support across all stages of a woman’s physiological journey, from menarche to menopause, through products, educational initiatives, blogs, podcasts, and consultations with Ayurvedic practitioners.

Stuti Ashok Gupta, Co-Founder of Amrutam, said, “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, commented, “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.”

She added, “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.”