Central to Chengavi’s product development is Dravyaguna, the Ayurvedic science dedicated to understanding the properties and therapeutic benefits of herbs.
“Ayurveda is often spoken about at a philosophical or ingredient level. Dravyaguna is where Ayurveda becomes deeply functional. It is the classical science that studies substances not just by what they are, but by how they behave. This includes their rasa (taste), guna (qualities), virya (potency), vipaka (post-digestive effect), and prabhava (unique action).
“In simple terms, Dravyaguna explains why an ingredient works, how it interacts with the body, and what happens when it is combined with other substances. At Chengavi, this principle guides everything we do,” brand co-founder Jagathi Reddy Krishnapuram told CosmeticsDesign-Asia.
Chengavi’s products are developed in-house via its dedicated research and manufacturing facilities.
Jagathi emphasised that the ingredients used are not chosen for their popularity or single benefits, but for their interactions, proportions, and long-term impact on the skin.
“This allows us to create formulations that are synergistic, balanced, and respectful of the skin’s natural intelligence rather than aggressively corrective.”
Admired but not understood
According to Jagathi, Ayurvedic beauty was traditionally ritual-based and deeply personal. Outside of India, it is often admired but not fully understood.
“It lived in kitchens, courtyards, and family traditions. Over time, as the cosmetics industry expanded, Ayurveda is often reduced to a few hero ingredients or wellness aesthetics. The depth of formulation science, dosage logic, and ingredient compatibility is still largely unexplored globally.
“What is needed is translation, not dilution. Brands must communicate Ayurveda in a language that global consumers understand without compromising its core principles. This includes transparent education, responsible claims, modern sensory experiences, and regulatory alignment.”
Nevertheless, Jagathi believes that a meaningful shift is taking place, as consumers are no longer satisfied with surface-level natural claims, and demand efficacy, safety, and credibility.
This has created space for Ayurveda to re-enter the conversation, not as folklore but as a sophisticated system that predates modern cosmetic science.
“Within the wider cosmetics industry, Ayurvedic beauty is moving from a niche category to a premium, science-backed segment. Brands that respect formulation integrity, clinical relevance, and slow beauty principles are gaining trust.
“Chengavi positions itself firmly in this evolved space. We see Ayurvedic beauty not as an alternative, but as an advanced formulation philosophy. We believe global acceptance will come when Ayurveda is presented with the same rigour expected of any advanced cosmetic science. Storytelling must be supported by research, process clarity, and long-term skin outcomes. That is how trust is built across borders.”
Drivers of India’s premium beauty sector
India’s premium beauty sector is said to be driven by increasingly informed consumers.
The brand has observed a growing awareness around ingredient safety, formulation transparency, cultural authenticity, and long-term skin health, with consumers seeking brands that feel rooted, credible, and emotionally resonant.
“Chengavi fits into this by offering luxury that is quiet, intelligent, and grounded in lineage. Our formulations draw from over two centuries of Ayurvedic knowledge refined through modern Dravyaguna principles.
“We do not position ourselves as fast beauty or trend-led. We stand for ritual, restraint, and respect for the skin. In a market increasingly crowded with claims, Chengavi’s role is to bring clarity, depth, and integrity back to Ayurvedic beauty.”
Next steps
While deeply rooted in tradition, Chengavi is equally committed to innovation.
“Our focus is depth before scale. On the product side, we are expanding thoughtfully into skin and scalp solutions rooted in Dravyaguna-based formulation logic.
“Each launch goes through extensive in-house R&D, stability testing, and usage validation. We follow a minimal-ingredient philosophy because we believe restraint is a form of luxury,” said Jagathi.
Currently, Chengavi is available in over 27 Beaute&Nutrie stores — leading health and beauty chain in India — across Hyderabad, Bangalore, Chennai, Calicut, and Thiruvananthapuram.
The brand is working to strengthen its presence through selective retail, experiential pop-ups, and direct-to-consumer platforms.
“Education-led touchpoints are important to us. We want customers to understand what they are using, not just consume it.
“Geographically, we are exploring premium international markets that value heritage-driven, slow beauty brands. Growth for Chengavi will always be intentional. We are building a legacy brand, not chasing volume.”
