‘Ayurveda advancing’: Indian brand SoulTree poised for nation-wide retail expansion focusing on sustainability

In 2020, the brand was bought out​ by Indian cosmetics manufacturer Lotus Herbals through its acquisition of Vedicare Ayurveda.

This year, SoulTree is on a path of brick-and-mortar retail expansion in bid to connect with what it believes are the new needs and concerns of the modern Indian consumer.

“The Indian beauty consumer has not only evolved but has also become receptive to mindful beauty,”​ said Nitin Passi, managing director, SoulTree

“While we already possessed a significance presence in the digital space globally, we felt that a holistic SoulTree experience could only reach our consumers through a soul sanctuary that we can call our own.”​

Recently, the company unveiled its inaugural flagship store at the DLF Galleria Market in Gurugram. The store is also India's first 100% solar-powered beauty and wellness boutique.

Enhancing its focus on sustainability, the store was constructed using biodegradable materials, non-plastic fixtures and reclaimed wood with a zero-waste policy.

“We worked with a no-plastic policy and used reclaimed wood for the construction of the store. As our store is solar-powered, one hurdle was putting up large solar panels in a premium but congested physical marketplace… we were able to get a space which can provide us a minimum of 11 months of uninterrupted solar power,” ​said Passi.

Passi told CosmeticsDesing-Asia​ that such innovations are necessary as consumers in India were becoming aware and extremely mindful about their beauty purchases. “​Sustainability is no longer a bookish subject but an active lifestyle choice.”​

New beginnings

Passi said that the flagship represented the beginning of an exciting journey for the brand.

“The first store is just the stepping-stone to the many more milestones we plan to achieve. We have a rapid expansion strategy for both domestic and international markets.”​

This year, the company plans to launch more brick-and-mortar stores, covering all the major metro cities in India.

Additionally, the company believes there are untapped opportunities overseas for the brand as awareness and interest in Ayurveda grows.

“We believe that the world has just begun recognising the power of natural, organic and Ayurvedic beauty with a contemporary outlook, and hence, over the next three to five years, we aim to reach discerning consumers worldwide,” ​said Passi.

Furthermore, the company is working to improve the sustainability of its products and processes.

Its manufacturing facilities already run on a biogas plant that uses leftover organic waste to provide the energy to manufacture its products.

The brand has also successfully reduced the use of plastic in its product packaging and is actively evaluating alternate materials to replace the current recyclable packaging for its products.

“From introducing biodegradable packaging to using natural fibres like bamboo, hemp, and recyclable glass, we are currently evaluating the most effective materials to make the switch without compromising on the quality and, most importantly, the customer experience,”​ said Passi.

As it expands domestically and internationally, Passi said SoulTree is aiming to become a plastic-free brand in the future.