Why Should We Think Of Consumers As Being Unaware?

Beauty entrepreneurs Vasavdatta Gandhi and Sneha Daftary believe that being honest with the consumer should be a priority for all brands

As the old becomes new, and more and more companies are tapping into the time-tested benefits of Ayurveda, there’s one that’s attempting to combine ancient wisdom and beauty rituals with the convenience of modern science. Sova, a luxury Ayurveda brand that recently launched its range of products, is the brainchild of Sneha Daftary, owner of Mumbai-based hair salon Vous, and her aunt and fashion entrepreneur Vasavdatta (Vasu) Gandhi. The duo, however, isn’t of the opinion that Ayurveda’s entry into the scene is a recent phenomenon.

“It may not have been presented easily in bottles as it is today, but the ancient science has always been part of every Indian household. When we have a sore throat, we have haldi; when we feel like a beauty facemask, our mothers say ‘use besan’. A newborn is still massaged with til oil or pure almond oil,” they explain. What seems to have taken place, according to them, is a sort of second homecoming for the traditional science.