AyurVeda

What AyurVeda does

AyurVeda AG is a privately held Swiss specialty retailer and distributor of authentic Ayurvedic products, founded in 1986 and headquartered in Rain, Lucerne canton (Chrummweid 1, 6026 Rain). The company operates the veda.ch e-commerce store as its primary channel, serving consumers in Switzerland and Liechtenstein across an unusually broad assortment that spans Ayurvedic supplements and preparations (Rasayanas, Ghritam, Arishta & Asava), dosha-specific teas (Vata, Pitta, Kapha), organic spices and salts, Ayurvedic foods (ghee, Kitchari, dal), natural cosmetics (Lakshmi/Sunveda, SoulTree, Apeiron, Eliah Sahil), massage and aroma products, yoga and meditation accessories, and multilingual books and journals. In addition to its own branded products, AyurVeda distributes more than a dozen third-party Ayurveda brands including Maharishi Ayurveda, Classic Ayurveda, Cosmoveda, Govinda, Pukka, and Sensi Ayurveda.

The business is built on a Magento-based e-commerce platform (Krishaweb/Ayurveda theme) layered with a dedicated wholesale portal at proshop.veda.ch, a physical retail store inside the VEDA-Haus at headquarters, and an integrated content/education platform (blog, glossary, dosha test, recipes, newsletter). Revenue is generated from three streams: one-time product sales to end consumers (B2C), wholesale/reseller sales, and professional Ayurveda consultation services priced at CHF 139.50–150 per session. The company also operates the CSS Coins loyalty program and offers a 'VEDA Token' investor/community initiative, the latter representing an unconventional tokenized capital channel for a 40-year-old SME.

Go-to-market is hybrid and content-led: top-of-funnel content marketing and SEO feed mid-funnel email capture (with a CHF 10 newsletter voucher), and practitioners plus social channels (Facebook, Instagram, LinkedIn) drive conversion and community. Customer segments are primarily Swiss wellness-oriented individuals organized around dosha-specific needs, supplemented by B2B resellers and wellness professionals purchasing through the wholesale portal. The management team is led by Managing Director Mariane Metral, with medical/consultation leadership provided by Dr. med. Sophie Beall (Medical Director, board member of the Swiss Medical Association for Ayurveda), Tamara Köhler, and Nicole Albisser (who also serves as Key Account Manager). No revenue, funding, or ownership data is publicly disclosed.

Name

AyurVeda

Legal name

AyurVeda AG

Website

https://veda.ch

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

AyurVeda AG, founded in 1986 and headquartered in Rain, Switzerland, operates veda.ch, a B2C e-commerce platform and physical VEDA-Haus retail store selling authentic Ayurvedic supplements, teas, spices, natural cosmetics, and lifestyle products to consumers in Switzerland and Liechtenstein, complemented by a wholesale portal and professional consultation services.

Ownership category

akta.pro rank

Product category

Ayurvedic Wellness Products

NAICS

Food (Health) Supplement Retailers (456191), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Medicinal Chemicals & Botanical Products (2833), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF), Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Ayurvedic supplements
• Herbal wellness teas
• Organic ayurvedic spices
• Natural ayurvedic cosmetics
• Ayurvedic consultation services

Headquarters

HQ city

Lucerne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (B2C): One-time transaction revenue from selling Ayurveda products including teas, spices, food, supplements, cosmetics, massage products, aromatics, and books to end consumers via e-commerce and physical store.
2. Wholesale/Reseller Sales: B2B product sales through proshop.veda.ch dedicated wholesale portal for resellers and retailers.
3. Ayurveda Consultations: Professional consultation services provided by qualified practitioners (Nicole Albisser, Dr. Sophie Beall, Tamara Köhler) offering pulse diagnosis, nutrition advice, and Ayurvedic therapy recommendations.
4. CSS Coins Loyalty Program: Proprietary loyalty token program offering customers value-added benefits, potentially functioning as a token-based customer loyalty system.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AyurVeda AG manufactures and sells authentic Ayurvedic products—supplements, teas, spices, organic foods, natural cosmetics, massage oils, aromatherapy items, books, and yoga accessories—under its own brand and curated third-party labels through the veda.ch online shop, the VEDA-Haus physical store, and the proshop.veda.ch wholesale portal. The company also provides professional Ayurveda consultation services delivered by certified EMR/RME-registered practitioners, with supplementary-insurance reimbursement eligibility for customers in Switzerland.

Product overview

AyurVeda AG operates a comprehensive B2C e-commerce platform for authentic Ayurvedic products in Switzerland and Liechtenstein, with over 40 years of experience. The product portfolio spans multiple categories: Tees & Getränke (herbal teas including Vata/Pitta/Kapha Tea blends, spice teas), Gewürze & Salz (organic spices, Himalaya salts, spice mixtures like Linsen Liebe and Orangen Ingwer Curry), Lebensmittel (organic grains, legumes, Kitchari, dal, cooking oils including Ghee), Ayurveda Präparate (supplements including Shilajit, Eisen Rasayana, fruit pastes/Rasayanas, and the award-winning Calcio Care), Naturkosmetik (natural skincare from brands like Lakshmi/Sunveda, Apeiron, SoulTree), Massage & Therapie (base oils, massage oils, Kaash foot massage bowls), Aroma & Duft (essential oils, hydrolates, room fragrances), Bücher & Medien (Ayurvedic literature in multiple languages), and Yoga & Meditation products. The company also offers consultation services by certified practitioners and educational content through its knowledge platform. In addition to its own curated products, AyurVeda distributes third-party brands including Maharishi Ayurveda, Classic Ayurveda, Cosmoveda, Govinda, Pukka, Sensi Ayurveda, Lakshmi, Shakti Suisse, Neti, and Apeiron.

Differentiator

Problem solved

Functional benefit

Products and services

• AyurVeda Präparate (Ayurvedic Preparations) Ayurvedic supplements category including single preparations, combination preparations, fruit pastes (Rasayanas), vital substances, herbal wines (Arishta & Asava), and ghee preparations (Ghritam), dosha-segmented for Vata, Pitta, and Kapha, plus demographics such as women, men, seniors, athletes, and students.
• Tees & Getränke (Teas & Beverages) Herbal and traditional tea category including Vata, Pitta, and Kapha dosha teas, spice teas, herbal teas, fruit teas, Chai, green and black teas, plus coffee and instant drinks, dosha-segmented and gendered.
• Gewürze & Salz (Spices & Salt) Individual spices, organic spice mixtures, toppings, and premium salts including Himalaya salt crystals and Kala Namak (black volcanic salt) for Ayurvedic cooking, dosha-segmented for Vata, Pitta, and Kapha.
• Lebensmittel (Organic Food Products) Organic food category including cooking oils and ghee, grains and legumes, prepared Ayurvedic dishes (Kitchari, soups, dal, breakfast items), chutneys and pastes, natural sugars, snacks, and rose water.
• Naturkosmetik (Natural Cosmetics)

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• Ayurveda Associations (Schweizerische Ärztegesellschaft für Ayurveda)minorStrategic or Co-development PartnerPartnership with Ayurveda professional associations including the Swiss Medical Association for Ayurveda. Dr. Sophie Beall serves as board member. Associations help legitimize services and facilitate practitioner certification.
• Transzendentale MeditationminorStrategic or Co-development PartnerPartnership promoting Transcendental Meditation as complementary practice to Ayurveda. Part of holistic wellness approach connecting traditional Vedic practices.
• Maharishi Ayurveda EUcoreTechnology or IntegrationKey product supplier and international shipping partner. Provides authentic Maharishi Ayurveda products and facilitates cross-border delivery for Swiss customers ordering from EU.
• CSS CoinsminorGTM or Marketing PartnerLoyalty program partnership allowing customers to earn and redeem CSS Coins for purchases, creating customer engagement and retention mechanism.
• EMR/RME (Erfahrungsmedizinisches Register)coreOthersQuality certification allowing practitioners (Dr. Sophie Beall, Tamara Köhler) to be registered and enable health insurance reimbursement for customers through supplementary insurance.
• Nicole Albisser (Yoginiki Yoga & Ayurveda)minorStrategic or Co-development PartnerNicole works 60% as Key Account Manager while also running her own practice 'Yoginiki Yoga & Ayurveda' in Sempach, offering Ayurvedic therapies and yoga sessions.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pukka Herbs: UK-based organic herbal tea and Ayurvedic supplement brand, distributed by AyurVeda AG in Switzerland. Pukka operates a similar DTC e-commerce + retail model for organic, plant-based wellness products in Europe.
• Amla Natur: German direct-to-consumer retailer specializing in Ayurvedic products, organic spices, and Indian groceries for the German-speaking market. Closely comparable niche positioning, product mix, and DACH e-commerce GTM.
• Cosmoveda: German organic Ayurveda food and spice brand carried by AyurVeda AG. Cosmoveda operates its own DACH e-commerce shop for organic Ayurvedic groceries, spices, and supplements — directly overlapping with AyurVeda AG's Lebensmittel and Präparate categories.
• Maharishi Ayurveda EU: Core product supplier and international shipping partner of AyurVeda AG. Both sell authentic Maharishi-branded Ayurvedic supplements, teas, and preparations to DACH-region consumers via e-commerce — directly overlapping in product range and target customer.
• Govinda: Swiss organic vegetarian/vegan food brand, distributed by AyurVeda AG. Govinda sells directly through its own Swiss retail and online channels, overlapping in organic Ayurvedic food categories (proteins, ghee, prepared dishes).

Broad incumbents

• Weleda: Established Swiss-German natural cosmetics and holistic wellness brand with global retail presence. Weleda's Naturkosmetik portfolio (face, body, baby care) and anthroposophic wellness positioning overlap with AyurVeda AG's Naturkosmetik and Massage categories, though at a much larger scale.
• iHerb: Large US-based online retailer of natural supplements, herbs, and Ayurvedic products shipping globally. iHerb competes indirectly with veda.ch for Swiss/Liechtenstein consumers seeking Ayurvedic supplements online at competitive prices.
• Dabur: One of the largest Indian Ayurvedic CPG companies, with hair care, oral care, and health supplements sold globally. Dabur competes in the same Ayurvedic product taxonomy but at a vastly larger scale and through mass-market retail.
• Himalaya Wellness: Global Indian Ayurvedic consumer healthcare and personal care brand with broad retail distribution. Comparable to AyurVeda AG in product range (supplements, cosmetics) but at multinational scale with mass-market positioning.

Emerging players

• Primavera Life: German organic aromatherapy and natural cosmetics brand focused on essential oils, hydrolates, and wellness. Overlaps with AyurVeda AG's Aroma & Duft and Naturkosmetik categories with comparable natural/organic positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AyurVeda.AG
• LinkedInlinkedin.com/company/ayurveda-ag
• Instagraminstagram.com/ayurvedaag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AyurVeda