What began as an experiment, became a quest to marry two different worlds. Rajshri Pathy, the founder of India Design Forum and co-founder of Kama Ayurveda delved into the beauty business with her venture—Qi Ayurveda. A vital life force, Qi is the universally present energy which courses through our veins, uniting our soul with our body and mind. By blending rituals that have been passed down for centuries with cutting-edge technology from Switzerland, Qi Ayurveda aims to give consumers the best of both worlds.
We spoke to Rajshri Pathy about all things Ayurveda and why she chose haircare to begin with—
ELLE: What was the inspiration behind starting your brand?
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Rajshri Pathy (RP): The inspiration behind Qi Ayurveda stemmed from my upbringing in Coimbatore, where Ayurveda wasn’t just a tradition but a way of life. Witnessing the transformative power of Ayurvedic rituals first-hand, I was inspired to create a brand that marries ancient wisdom with modern innovation. Qi Ayurveda is born out of a deep respect for Ayurveda and a desire to bridge the gap between tradition and technology. I constantly asked myself how could I take Ayurveda to the next level, and this was the answer.
ELLE: What is your brand’s USP and which product are you most proud of?
RP: I’m very proud of the fact that we have combined two integral aspects of skincare—ayurveda and actives. By using plant-based derivatives only, we’ve blended the age-old practices of Ayurveda with innovative research from Switzerland. Going beyond borders allowed me to tap into the multiple benefits of different ingredients. The Nourish Range is a favourite of mine because when the three products (hair oil, shampoo and conditioner) are used in tandem, they result in healthy hair from within.
ELLE: What is that one beauty product that you always carry in your bag?
RP: Just like most Indian women, I have a soft spot for kohl. I always carry a black kohl in my bag.
ELLE: Why did you decide to launch only with haircare?
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RP: By focusing on haircare as a category, we were able to tap into a wider audience. Currently, we have 4 ranges—Restore, Wellness, Hydrate and Nourish. Each of these targets specific concerns such as breakage, thinning and dryness. They also come infused with different ingredients which are specifically meant to target these concerns. We use Ayurvedic thailams and formulations created by our laboratories in Switzerland to elevate the experience.
ELLE: What’s next for your brand? Are there any new launches you can tell us about?
RP: We only launched a month ago, so we are still a very young brand. In such a short time, the response has been very positive and we are overwhelmed with how many consumers enjoy using our products. We’ve already formulated effective products across categories for the next few months.
