Indian Cricketer Smriti Mandhana Invests in Ayurvedic Startup Neem Ayu

Vice-captain of the Indian Women’s Cricket team Smriti Mandhana has invested an undisclosed amount in the ayurvedic startup Neem Ayu, situated in Gurugram.

An Indian woman cricketer has never before made an investment in a startup. Following the financial agreement, Mandhana will serve as Neem Ayu’s brand ambassador.

Mandhana stated in response to the funding, “What made me immediately confident in Neem Ayu’s brand proposition was that its foundation lies in the time-tested efficacy of Indian Ayurveda supported by extensive research.” These products guarantee effective effects.

The D2C startup company was established in 2021 by Aditi Hingu, Dr. Neena Sharma, and Vipul Gupta and offers a wide range of ayurvedic treatments including anti-dandruff and hair fall solutions. The founding group has a wealth of experience in the FMCG sector. They have previously collaborated with organizations like Hindustan Unilever, Kellogg’s, Cadbury, Emami, Yebhi.com, GSK, and Colgate Palmolive, to name a few.

“Mandhana also begins a new chapter with Neem Ayu via investment. Thanks to her faith in our business and products, we will get closer to achieving our goal of offering effective, clinically tested solutions to prevalent problems like hair loss and dandruff that affect the majority of today’s population” – Aditi Hingu.

Neem Ayu distributes its products through its website and eCommerce sites like Amazon, Flipkart, and Purplle. In three to four months, it hopes to introduce skincare items and increase its market share in the home market.

The startup competes in the direct-to-consumer market with ayurvedic startups like Durmeric and The Ayurvedic Company.

One of India’s fastest-growing industries is the direct-to-consumer market which is expected to rise by $5.6 billion within 2025. Numerous businesses including SUGAR Cosmetics, WOW Skin Science, and BBLUNT are now active in the sector.

A huge amount of fundraising is also occurring in the direct-to-consumer industry. SUGAR Cosmetics received $50 million, WOW Skin Science raised undisclosed amounts, and Plum received funding from Indian actress Rashmika Mandanna in recent months.