A Bride’s Guide to Ayurveda with Stuti Gupta of Amrutam
Written by: Zahabiya Ali
@stutiashokgupta
Get set, ready, bride.
The Foundery: South Asian Innovators Shaping our World
The world of beauty is brimming with cultural richness, with ancient wisdom from Africa, Asia, Latin America, and the Caribbean shaping everything from ingredients to rituals. Yet, POC (People of Color) founders often go unseen in the mainstream beauty industry. The Foundery changes that narrative.
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If you haven’t heard of Amrutam yet, we’re about to give you major FOMO. They are a brand who capture the essence of Ayurveda with supplements like their malts that nourish you from within and natural beauty products with packaging so cute you’ll want to display it on your glass counter all the time. Recently, when one of the co-founders, Stuti Gupta got married we had to speak to her about the ayurvedic practices she relied on for her bridal glow-up to help you curate your own holistic ayurvedic beauty regimen while also sharing the Amrutam story and her future outlook for the ayurvedic industry.
Amrutam was founded by Gupta’s parents and her father is an ayurvedic doctor responsible for many of the brand’s innovative legacy connoctions and over the last few years Gupta (a psychologist) and her brother stepped into leading roles to modernise and supercharge the growth of the brand and that plan has worked out marvellously well for them. Amrutam has a cult following and Gupta was included in Forbes 30 under 30 list. In 2023, they were on Shark Tank India and their journey has only kept growing from there.
Gupta’s instagram profile is a treasure trove for positive inspo (her mini essays are everything) and we spoke to her on video call while she was cosy at home wrapped in a shawl and she embodies the brand in every way - so personable yet authentic and a true champion of a chemical-free lifestyle. A mug of tea in hand, we got chatting to her about her ayurvedic wedding prep.
It turned out that Gupta had a meticulous vision board for her bridal affair. Along with aiming for a natural wedding glow, radiant skin and a healthy mane, Gupta prioritised her inner wellbeing too. Let’s get into her story and tips so you can start your prep for your big day too.
@amrutamofficial
Amrutam is Redefining Wellness Through Ayurveda
Amrutam, as an Ayurvedic brand in India and wellness community restores the values of Ayurveda, while harmonising it with modern day’s beauty space. Gupta along with her brother reimagined their family’s business of Ayurvedic and natural healthcare and beauty products in India and recipes by lending it a contemporary edge.
“Our approach was to make a shift in the product market and at the same time, we needed to educate people about the Ayurvedic lifestyle”, tells Gupta. “We wanted to show people how swiftly the Ayurvedic ethos can be integrated in our routines. We went on to launch our website with our hero product - the malts - and worked on building a wholesome community”, she adds.
Amrutam’s vision was (and continues to be) to guide the wellness enthusiasts towards a more rooted Ayurvedic approach. “ Besides the rebranding and enhanced packaging, we started with a blog series called ‘Rediscovering Ayurveda’ in order to educate our customers. Amrutam didn’t simply impart knowledge, it also provided the users with the right resources and authentic recipes that they could trust”, explains Gupta. Being a clinical psychologist, Gupta establishes the link between one’s personality and the doshas - Vata, Kapha and Pitta.
“In Ayurveda, identifying your predominant dosha can help in determining any prevalent health concern, be it stress, hairfall, lethargy or dry skin. By balancing out the doshas with Ayurvedic practices, you can heal from within”, she adds.
Debunking Myths About Ayurveda
Ayurvedic products can taste good
A lot of us have tried Ayurvedic recipes like juices and jams since our childhood. Those nostalgic spoonfuls also bring back a rather tart, acidic taste. If you are new to Ayurvedic consumables, its pungent aroma or taste might feel slightly unsettling. However, that’s not the case with every recipe. Amrutam has a range of malts with an assortment of herbs that can be made into teas or mixed with milk for a quick, healthy beverage. Nari Sondarya Malt, Keyliv Malt and Ayurvedic Sharbat are a few from the lot that are most loved.
How to assess results
Another eyebrow raising concern about Ayurveda is directed towards the potential side-effects and results. Gupta says, “ The best part about Ayurveda is that if any edible item is not required for your body, it will just flush it out, without causing any side effects. The results that Ayurveda delivers are seen both externally and internally. However, the duration of the results depends on your digestion process and how readily your body absorbs it”. “You can check out our Kuntal hair care malt which is essentially a blend of more than 30 herbs, derived from the ancient recipe. It's also made in such a way that it's easy to digest for you and it balances all the three doshas in your body”, she adds.
Consistency is key
While sharing her early experiences with Ayurveda, Gupta stresses on being consistent for the desired results. “When I started using the Kumkumadi oil, I could see some random pops and pimples coming out. As I feared the reaction, I went to my father who candidly pointed out the presence of toxins (basically, Pitta dosha) in my body. He explained how for a while, the Ayurvedic emollient will cast off the toxins and gradually show the results”. “The Kumkumadi oil has been my go-to for years, it also helped in healing my hyperpigmentation and making my skin complexion appear even”, she continues.
@amrutamofficial
As we demystify the myths about Ayurvedic beauty rituals, Amrutam offers an extensive service to help every individual. With their free chat consultation feature available on the Amrutam ayurveda app, you can talk to the experts and doctors. For every concern, the experts will guide you with appropriate solutions, so you can delve into the Ayurvedic lifestyle, effortlessly. Whether it’s correcting your sleep schedule or managing your stress levels, for a holistic wellness experience, the Amrutam professionals take the lead in helping you with managing your health challenges.
An Indian Bride's Beauty Tips with Ayurveda
@stutiashokgupta
While it may come as a surprise, even the Ayurveda savvy bride can be tempted - Stuti dipped her toes into the mainstream pool of hydra facial for her pre wedding routine.
“I visited a dermatologist for the first time in my life and opted for the cult favourite hydra facial. Even though it felt nice for a while, I did not continue the procedure due to the overuse of chemicals. Being associated with Ayurveda and having used homegrown recipes, I did not want to agitate my skin with foreign chemicals. At Amrutam, there is no scope for incorporating any kind of chemicals, even our preservatives are natural ingredients like aloe vera gel”, iterates Gupta.
@stutiashokgupta
Gupta’s main concern was her dry skin. While a topical hydra facial quenched her skin’s needs for a short time, she realised the importance of Ayurveda for dual benefits. She resorted to the good old, Kumkumadi Oil. “Usually I would just apply the oil once a day, but before my wedding, I started to apply it twice a day — AM and PM. I know that Kumkumadi really works well for me, it makes my skin deeply hydrated and nourished. Our recipe is derived from the ancient scriptures, along with kesar we also add goat milk to retain its magic. Adding a cherry on top, I truly enjoy the relaxing aroma it exudes”, says Gupta.
“To my ayurvedic bridal routine roster, I also incorporated Amrutam’s Charcoal Face Mask. I applied this ayurvedic face mask recipe once every week, sometimes in a couple of weeks. The mask gently exfoliated my skin and worked to improve the texture. I kept my regimen minimal and simple. I do not like cluttering the steps a lot. For the pesky blackheads, I tried an at-salon clean up too, however that’s about it!”, she adds.
Ayurvedic Inner Balance with malts
Avaleha or Ayurvedic malts have a permanent spot in Gupta’s self-care shelf. From Amrutam’s array of malts, Gupta’s go-to is the Nari Sondarya Malt which tops her ayurvedic diet for glowing skin.
@amrutamofficial
“I have Nari sondarya malt on a regular basis as it helps my internal wellness, especially with respect to irregular periods, period cramps, mood swings and hormonal imbalances. This holistic formulation has overall benefits and works to enhance the skin and hair health”, tells Gupta. “Ayurvedic ailments perceive your mind and body as a whole, rather than treating each body part and concern separately. That’s why a few Ayurvedic practices can lead to comprehensive nourishment, internally and externally. I prefer to enjoy my spoonful of malt mixed with some hot water, as a morning tea”, she adds.
Ayurvedic Food Rituals for Brides
When discussing Gupta’s pre-wedding diet tips and meal plans , she talks about her obsession with chai and how when she decaffeinated her diet, it had wonderful results.
“Along with my absolute beloved chai and coffee, I also stopped consuming a lot of dairy and animal products. I also added at least one fibre-rich meal comprising solely raw foods like vegetable salads, sprouts and fruits. With some small tweaks, I witnessed a radiant glow on my face and a really healthy gut”, explains Gupta.
“From a skincare perspective, you need to see it from a holistic lens. The gut and skin are directly related, but so is your mental health. Our stress levels significantly determine our skin, hair and gut health. With a poor state of gut, blood impurities and increased stress levels, your skin may experience hyperpigmentation, dry or flaky skin and hair fall. I stauncly believe in these correlations and strive to form a right balance by keeping my lifestyle habits in check”, she affirms.
Bridal Hair Care Hacks
No bride-to-be beauty routine is complete without some hair care.
Gupta embraced her hair with simple hacks, backed by Amrutam’s formulations. Along with nourishment and deep cleansing treatments, your hair also needs protection against heat from styling tools and polluted air.
“Amrutam’s Aloe Vera Gel is my holy grail when it comes to heat protectants and hair conditioning products. I used it thoroughly during my wedding days, especially to prevent the constant heat damage. This gel also helps tame the frizz and flyaways. Another one of my hair care favourites is the Kuntal Care Hair Spa, which is like a do-it-yourself hair spa at home. The chemical free formula has been in my rotation for years”, tells Gupta.
Keep reading: Unlocking Hair Growth with Ayurvedic Scalp Massages for Strong, Healthy Strands
@amrutamofficial
Making A Lifelong Commitment to Wellness
When you enter the realm of Ayurveda, you take in its goodness for a lifetime. Unlike the ever-surging beauty trends, Ayurveda isn’t just another fad. Being closely knitted with such a lifestyle since her childhood Gupta has an insightful way of incorporating the values of this ancient Indian science.
Gupta’s day is filled with a bit of everything from meditation sessions to skincare rituals. “I usually begin my day with some breathing exercises like Pranayama, as they are supposed to be good for your health and of course your skin as well. It helps you get a natural glow! Then I proceed with any type of work out so I either go to the gym or do yoga. Before getting on with my work, I indulge in some malt-tea and deeply cleanse my face with Amrutam’s Face Clean-Up and head to the shower. This is how a typical morning in my day looks like”, tells Gupta.
“For my everyday Ayurvedic skincare, the Kumkumadi oil remains a sacrosanct. However, contrary to popular belief, I do not delve too deep into the sunscreens. I only apply it when I am directly under the sun, like when on a beach vacation or during a mountain-staycation. This is simply due to the presence of many chemicals”.
“There are a lot of Ayurveda brands who claim to have non-chemicals sunscreen but that's actually not possible. I stick to my Face Clean-Up, owing to one of its sun protecting ingredients, called yashadvasu”, explains Gupta.
Holistic Wellness Tips for Women
On the holistic wellness palette, while there are Ayurvedic malts, skincare and other products, Gupta also swears by her workout practices. Whether it’s a mind-rejuvenating nature walk or a toxin flushing exercise session, she never misses out on her physical drills. “I feel like slow nature walks are crucial for everyone. Being close to nature, be it a regular stroll in the park brings about a whole lot of positive change. I switch between morning and evening walks, it really relaxes my body and recharges my brain cells”, says Gupta.
“I also think that sweating-it-out is my mantra for many concerns and it can work for everyone! With simple exercises, be it yoga, running or gymming, you can sweat out and release toxins from the body. This phenomenon is vital for cleansing from within”, she adds.
“Apart from working out, another one of my life hacks is having plain warm water, at least once in a day. The kind of food that we eat on a day to day basis leaves a lot of the residue that gets stuck in our intestine and does not get eliminated for a while. Just having warm water helps clear your gut and improve your digestion which also has a direct impact on both your hair and skin quality”.
The Future of Ayurveda lies in Innovation and Sustainability
Gupta’s forecast for Ayurveda in India and beyond is based on the exponential popularity received by yoga and turmeric. She believes that Indians will value their own heritage gift of Ayurveda once it’s embraced by the westerners.
“I feel like this trend is already prevailing. The west has pulled an Ayurveda at us! Indians haven’t fully explored the potentials of Ayurvedic lifestyle. In India we are still looking at Ayurveda from a very limited and narrow lens, it’s quite an FMCG outlook. If a brand says it has turmeric in it, suddenly it becomes Ayurveda. However when you check the labels, it barely has 1% of turmeric in it and 99% of the base is still chemicals. I’d say that we are pretty much practising pseudo-Ayurveda as a country right now,” explains Gupta.
“With Amrutam, we are trying to educate the entire world, not just India. The kind of recipes that we are bringing in, like the Kuntal care hair spa, is essentially a laip, restored from the ancient times. Women in those days would make a kadha to be boiled into a gel-like substance. Our hair care range follows suit, fancy right?”, continues Gupta.
“The modern times have lifestyle disorders like PCOD, diabetes, hypertension and many more that are not correctly treated by modern science. Here is when we need sustainable Ayurveda practices, unveiling the best kept secrets of natural remedies and developing immunity which is at the core of a healthy body,” says Gupta.
“Our air is contaminated, our water is contaminated, our food is adulterated. To guard ourselves, we inevitably rely on our immune system, which can be enhanced with Ayurveda. People are finally realising the perks of Ayurveda and inculcating it in their daily lives and will continue to do so in India and on a global level”, iterates Gupta.
