Krya

What Krya does

Krya is an Indian direct-to-consumer Ayurvedic personal care brand founded in 2010 and headquartered in Siruseri, operating exclusively through its own e-commerce website krya.in. The company manufactures and sells 125+ original formulations spanning hair care (anti-dandruff systems, hair oils, washes, masks, natural hair colors), body care (abhyanga oils, ubtans, body washes), face care (anti-acne, after-sun, hyperpigmentation, men's lines), baby and kids care, pregnancy care (Dauhridini range), postpartum hair-loss care (Sūtikā range), and chemical-free home care (detergents, dishwash). The company's core technology is classical Ayurvedic formulation science — products are built from whole herbs (no extracts or distillates) using traditional preparation methods such as the Tila Paka vidhi, which spans 5-7 days for oils — with each ingredient processed individually to retain botanical nutrients, aroma, and texture.

Krya's product architecture is system-led rather than trend-led: rather than selling single SKUs, it sells routines organized around specific concerns (dandruff, premature greying, hair thinning, acne, after-sun damage) and doshas (Vata, Pitta, Kapha). Pricing ranges from approximately ₹240 for entry-level items like the Anti-Dandruff Hair Oil to ₹2,640 for the Double Decker Subscription (6 detergents + 6 dishwash), with system bundles offered at a discount versus individual components (e.g., Anti-Dandruff System ₹980 vs. ₹1,080 individually). Free shipping applies above ₹1,000 within India. The company has begun monetizing a content layer via paid e-books on Ayurvedic practices and uses free e-books plus an extensive knowledge base and blog as a top-of-funnel content marketing engine.

The business model is private, founder-owned (Vinjimoor Srinivas Krishnaswamy is founder and CEO), with no disclosed institutional funding and 11-50 employees. Revenue is generated almost entirely through direct transactional e-commerce sales with a nascent subscription offering for home care. Distribution is single-channel (own website) and single-geography (India); there is no retail, marketplace, or international presence disclosed. Customer segmentation spans at least nine distinct use cases (adults with hair concerns, baby care, kids, pregnant women, new mothers, men's skin care, home care, after-sun/Pitta care, acne-prone skin, sensitive skin), and the company's stated differentiators are 100% natural positioning, radical ingredient transparency, and classical-Ayurveda authenticity.

Name

Krya

Legal name

Krya

Website

https://krya.in

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Krya is an India-based D2C Ayurvedic personal care brand selling 125+ whole-herb formulations across hair, skin, body, baby, pregnancy, postpartum, and home care, exclusively through its own website.

Ownership category

akta.pro rank

Product category

Ayurvedic Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Shampoo & Scalp Cleansers (CRABABAA), Baby Bath & Cleansing (CRABAJAA)

Keywords

• Ayurvedic personal care
• Natural hair care products
• Herbal skin care
• Chemical-free home care
• Dosha-specific formulations

Headquarters

HQ city

Siruseri

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer sales of Ayurvedic hair care, skin care, body care, and home care products through their e-commerce platform. Revenue generated from one-time product purchases across multiple categories including hair oils, hair washes, masks, body washes, ubtans, face products, and home care items. Subscription packs available for home care products.
2. E-books and Digital Content: Sale of e-books on Ayurvedic practices including Abhyanga benefits guide, holistic dandruff guide, and mini abhyanga guide. Free e-books also available as customer education tools.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Krya manufactures and retails a portfolio of 100% natural, chemical-free Ayurvedic personal care products across hair care, skin and body care, baby and kids care, pregnancy care, postpartum (Sūtikā) care, and chemical-free home care. Offerings are organized as system-led routines (e.g., the Anti-Dandruff Hair System) rather than individual SKUs, supported by dosha-specific formulations, whole-herb processing, classical Ayurvedic preparation methods such as Tila Paka vidhi, and an Ayurvedic knowledge base plus free/paid e-books.

Product overview

Krya is an Ayurvedic personal care company offering 100% natural, chemical-free hair, skin, and home care products based on classical Ayurvedic first principles. The product portfolio is organized into system-led routines rather than individual products, including: Hair Care Systems (Anti-Dandruff System, Classic Hair Oil, Kshema Hair Oil, Hair Washes, Hair Masks, and Hair Colours in One-Step Indigo, Two-Step Indigo & Henna, and Henna-only variants); Abhyanga Snana (full-body oil massage) Products (Abhyanga Oils for Pitta and Vata Balance, Ubtans for men and women, and Baby Massage Oils); Face Care (Anti-Acne, After-Sun, Pigmented Skin, and Men's lines with Face Washes, Face Masks/Lepas, and Facial Serums); Body Care (After Sun Body Wash, Moisture Plus Body Wash, Anti-Acne Bodywash, and Summer Body Wash); Baby & Kids Care (Hair Wash, Body Wash, Massage Oils, and Ubtans); Pregnancy Care (Dauhridini Body Wash and Skin Oil); Postpartum/Sūtika Care (Hair Oil and Shampoo Powder for post-partum hair loss); Home Care (Natural Detergents, Dishwash, and Floor Cleaners); and Digital Products (E-books on Abhyanga, Dandruff, Post-Partum Care, and Skin Diseases). Krya uses whole herbs in their natural form rather than extracts, with 125+ original formulations across their range.

Differentiator

Problem solved

Functional benefit

Products and services

• Krya After Sun Body Wash with Arjuna and Ashwagandha Pitta-balancing, refreshing natural body wash powder made from 33 organic grains, lentils and Ayurvedic herbs for sun-weathered skin.
• Krya Anti-Dandruff Hair Oil Ayurvedic hair oil for oily, itchy scalp and persistent dandruff that soothes irritation, helps heal the scalp environment, and supports healthier hair growth.
• Krya Anti Dandruff Hair Wash (Ayurvedic Shampoo Powder) Powder-based hair cleanser for fungal dandruff and itchy scalp that cleanses effectively without stripping natural oils.
• Krya Anti-Dandruff Hair Mask Weekly Ayurvedic scalp treatment for dandruff-prone scalp that soothes itching and reduces excessive flaking.
• Krya Anti Dandruff Hair System 3-part hair care system (oil + wash + mask) for reducing scalp itchiness, flaking, and fungal dandruff, sold as a routine bundle.
• Classic Abhyanga Oil for Pitta Ayurvedic pitta-balancing massage oil manufactured using the classical Tila Paka vidhi over 5–7 days, used as part of the Abhyanga Snana routine.
• Krya Intense Abhyanga Oil for Vata Balance Intense abhyanga oil formulated for vata dosha balance, suitable for active exercisers, runners, yoga practitioners, and those with dominant vata dosha.
• Krya Pushti Baby Massage Oil Ayurvedic baby massage oil for newborns and babies up to 3 years, formulated for building strength and reducing vata dosha.
• Krya Classic Women's Ubtan Post-abhyanga body scrub (ubtan) made from 15 organically grown lentils and herbs including barley, Indian liquorice, and psoralea seeds.
• Krya Intense Women's Ubtan Vata-dosha balancing ubtan for women with vigorous workout routines or lean builds.
• Krya Classic Ubtan for Men Traditional abhyanga post-massage ubtan for men, advocated in Ayurvedic texts for overall good health.
• Krya Intense Ubtan for Men Vata-dosha balancing ubtan for men with vigorous workout routines or heavy builds.
• Krya Mangalya Lepa Golden glow turmeric face mask (lepa) with 15 herbs following classical Ayurvedic formulation principles.
• Krya Anti-Acne Face Wash Gentle, sebum-balancing face wash for acne-prone skin, based on the Ayurvedic approach to balancing doshas.
• Krya Anti Acne Face Mask Cooling, pitta-reducing face mask for blemish lightening and acne-prone skin.
• Krya Anti-Acne Facial Serum Facial serum for oily, acne-prone skin that clears active breakouts, helps prevent scarring, and restores clarity.
• Anti Acne Bodywash Body wash for acne healing and scar lightening that cools and refreshes skin.
• Krya Calming After-Sun Face Mask After-sun face mask made from medicated mung bean, manjista, rosemary, and Indian liquorice for sun-tanned skin.
• Krya Face Wash After Sun Face wash formulated for sun-tanned, sunburned, and dehydrated skin.
• Vyoma After Sun Skin Serum Skin brightening serum for tanned skin, formulated to counter excessive sun exposure and aggravated pitta dosha.
• Krya Men's Face-Mask After Sun After-sun face mask formulated for men's skin that helps detan and even out skin tone.
• Krya Dyuti Hydrating Facial Serum Hydrating facial serum for dry skin and hormonal pigmentation.
• Dyuti Face Wash for Hyperpigmentation Face wash for hyperpigmentation and dark spots, suitable for dry skin with hormonal pigmentation.
• Krya Dyuti Face-Mask Ayurvedic lepa for dry, patchy and pigmented skin, differentiated from the classic face mask.
• Krya Classic Skin Serum Natural face serum for oily and combination skin that balances, refines, and clarifies naturally.
• Moisture Plus Face Serum Deeply nourishing face serum for dry skin that improves lustre with a fast-absorbing pure Ayurvedic formula.
• Krya Classic Men's Face Wash Men's face wash for oily skin made from 15 organically grown grains, lentils, clay and herbs including thyme and Indian sarsaparilla.
• Krya Men's Face Mask Classic Face mask for normal to oily men's skin using a 42-herb formulation designed for the stronger pitta prakriti of male skin.
• Krya Body-Wash for Men Summer body wash for men made from 17 organically grown grains, lentils and herbs including black rice, lemon, eucalyptus, and green tea.
• One-Step Indigo Hair Colours Single-step indigo and Ayurvedic herb-based hair colour range for natural grey coverage on mild-to-moderate greys.
• Two-Step Indigo & Henna Colours Two-step indigo and henna colouring system for deeper coverage on high or dye-resistant greys.
• Indigo-Free Henna Colours Cooling henna-based hair colours that condition the hair while adding rich natural tones, without indigo.
• Madyantika Red Herbal Red Henna Hair Colour Herbal red henna hair colour serving as a natural red hair dye.
• Midnight Black Hair Colour Dark indigo shade hair colour free from PPD, ammonia, and resorcinol.
• Classic Hair Oil Hair oil for premature greying and oily scalp that is well-absorbed and helps reduce hair fall.
• Krya Kshema Hair Oil Hair oil with Brahmi and Jatamamsi formulated for general hair care.
• Moisture Plus Body Wash Body wash for dry skin that balances Vata and soothes skin using 100% pure Ayurvedic choornam.
• Krya Natural Dish wash Powder Fragrance-free natural dish wash powder formulated for brass and copper utensils.
• Krya Moisture Plus Face Wash Gentle face wash for dry skin (vata prakriti) that moisturizes while cleansing.
• Krya Kids Hair Wash Classic Natural kids shampoo powder for oily hair designed for children.
• Krya Kids Body Wash Powder Unisex body wash powder designed for kids aged 3+ years.
• Krya Dauhridini Body Wash Gentle pregnancy body wash for expectant mothers, formulated with clean, natural ingredients.
• Krya Dauhridini Skin Oil Skin oil for pregnant women formulated for the special needs of pregnancy when foetal organs, including the heart, are developing.
• Sūtikā Hair Oil for Post Partum Hair Loss Ayurvedic hair oil for post-partum hair loss that calms aggravated Vata and Pitta dosha, supports fresh hair growth, and helps reduce stress and anxiety.
• Sūtikā Post Partum Hair Loss Shampoo Powder Gentle shampoo powder for new mothers that cleanses without damaging the scalp barrier while strengthening hair.
• Double Decker Subscription Monthly subscription pack containing 6 detergents and 6 dishwash products for natural home care.
• Benefits of a Regular Abhyanga Snana E-Book Free downloadable e-book explaining the benefits of the regular Abhyanga Snana practice.
• Krya Holistic Guide to Fight Dandruff E-Book Comprehensive e-book on the Ayurvedic approach to fighting persistent dandruff with diet, lifestyle, and product recommendations.
• The Krya Mini Abhyanga Guide E-Book Free guide on the mini abhyanga oil massage habit mentioned in Ayurvedic texts as a Dinacharya.
• Food Triggers that Cause Skin Diseases E-Book Free e-book on food triggers that cause skin diseases such as Atopic Dermatitis, Eczema, and Psoriasis.
• Ayurvedic Guide to Post Partum Hair Loss Control E-Book Free e-book guide for post partum hair loss control using Ayurvedic principles.
• Krya Summer Bath Infusion Ayurvedic herbal bath potli infusion designed to help reduce heat stress and summer skin irritation.

Quantifiable outcome

• Dandruff improvements often noticed within weeks; hair growth and thinning concerns may take months of consistent care
• +2 more outcomes

Named customers6 records

Segments10 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Kama Ayurveda: Ayurvedic beauty and wellness brand offering hair oils, skin care, and body care products with classical formulations. Directly comparable to Krya's product breadth and Ayurvedic positioning.
• Biotique: Indian Ayurvedic personal care brand offering hair, skin, and body care using botanical formulations. Comparable to Krya's heritage-Ayurveda positioning and product categories.
• Forest Essentials: India's leading luxury Ayurvedic personal care brand offering hair, skin, and body care based on classical Ayurveda. Closest direct peer to Krya given overlap in Ayurvedic positioning, premium pricing, and system-led routines.
• Plum: Vegan, cruelty-free D2C Indian beauty brand with hair and skin care products. Comparable target consumer (natural/clean beauty), D2C model, and product breadth.
• WOW Skin Science: Indian natural beauty brand offering apple cider vinegar shampoo, hair care, and skin care, with strong D2C and marketplace presence. Comparable in category overlap (hair/skin) and D2C-first model.
• Mamaearth: One of India's largest natural personal care and baby care D2C brands with hair, skin, and toxin-free positioning. Comparable category mix (especially baby care) and D2C-first go-to-market.
• Soulflower: D2C Ayurvedic and natural personal care brand selling hair oils, body care, and wellness products online in India. Closely comparable D2C model and Ayurvedic product mix to Krya.

Emerging players

• Juicy Chemistry: India-based organic, certified-organic beauty brand with hair care and skin care focus, similar radical-transparency positioning to Krya. Comparable brand ethos and category overlap, but smaller scale.

Broad incumbents

• Himalaya Wellness: Large Indian herbal personal care and wellness company with broad hair, skin, and baby care portfolios sold through mass retail. Relevant broad incumbent in herbal personal care versus Krya's premium D2C positioning.
• Dabur: Large Indian FMCG conglomerate with extensive Ayurvedic hair care (e.g., Dabur Amla) and personal care portfolio distributed nationally. Broad incumbent competing in the same Ayurvedic hair care category as Krya, but at mass-market scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/kryagoodies
• Facebookfacebook.com/kryagoodies
• LinkedInlinkedin.com/company/krya-consumer-products

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Krya