Vedix

Products formulated per-customer after a Dosha (Vata/Pitta/Kapha) assessment questionnaire, rather than a generic, one-size-fits-all formulation.

"Our unique proposition is to curate products to suit each individual's body characteristics, as identified by their doshas" — Jatin Gujrati, Business Head, Vedix.

Products marketed as SLS free, 100% natural ingredients, no synthetics, cruelty free, and "backed by Ayurveda."

Customers can get their products re-customised for free if not satisfied with results.

Customers whose hair concerns (hairfall, dandruff, greying, breakage, thinning) are diagnosed via a Dosha (Vata/Pitta/Kapha) assessment questionnaire.

Consumers wanting customised skin regimens based on Ayurvedic Prakruti/dosha profiling rather than one-size-fits-all products.

More than 90% of Vedix's customer base opts for a recurring subscription plan ("Vedix Tatva Membership") over one-time purchases.

Customers answer a questionnaire on hair/skin/lifestyle to identify their Dosha imbalance (vikruti), which drives product customization.

Recurring membership plan referenced in Vedix's own site FAQs ("What Is The Benefit Of Getting a Vedix Tatva Membership").

"We already have a 65 percent return rate on our customers" — Jatin Gujrati, Business Head, Vedix; described elsewhere in the same piece as double the industry average.

Site FAQ promises re-customised products at no cost if results aren't satisfactory.

"Vedix is a digital-first brand. Currently, the majority of its customers engage with the brand through its D2C platform."

"As of last month, we have gone live on Amazon India with select offerings as personalization is our DNA and we want to explore other leading marketplaces with this DNA intact." (as of May 2021)

"The brand is building a strong customer network by leveraging the strength and reach of social media. In the future, it plans to get much stronger on programmatic and affiliate marketing too."

"We are also exploring creating an experience centre in strategic locations to extend the brand experience for our customers, which will include consultation with Ayurvedic doctors."

"Vedix seeks to achieve this by understanding the imbalance in one's current state of doshas (vikruti) through a questionnaire, and then leverage machine learning and artificial intelligence-driven technology to craft individualized products."

"Combining 30,000+ hours of intensive research, collaboration with experts and historical evidence on Ayurveda, herbal extracts and essential oils, we have created a detailed evaluation process to offer our customers a hyper-personal remedy."

Built a position in Ayurvedic haircare first, then "launched a skincare range in December 2020 and is still scaling it up"; further face oils, leave-in conditioners and face masks were planned.

3 million+ customers had taken the VPQ questionnaire since launch to drive personalized product formulation.

"30,000+ hours of intensive research, collaboration with experts and historical evidence on Ayurveda, herbal extracts and essential oils."

Vedix is owned/operated by IncNut Digital, which also runs SkinKraft, StyleCraze and MomJunction and raised a $4 Mn pre-Series A from RPSG Ventures in 2020 and took on a majority Emami stake in 2026.

Marketplace partner — Vedix "gone live on Amazon India with select offerings" (as of May 2021).

RP-Sanjiv Goenka Group-backed VC firm invested $4 Mn pre-Series A into parent IncNut Digital in 2020, covering Vedix and sibling brand SkinKraft.

FMCG major agreed in May 2026 to acquire a 60% stake in parent IncNut Digital, intending to bring "offline presence and operational muscle" to the D2C brands.

"More than 90 percent opt for a subscription plan as against a single time purchase option."

Remaining customers purchase customised haircare/skincare/wellness products as single, one-time transactions via the Vedix D2C site.

Select product offerings sold via Amazon India alongside the primary D2C channel.