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Indian Cricketer Smriti Mandhana Invests in Ayurvedic Startup ‘Neem Ayu’

Smriti Mandhana, an Indian cricketer, has invested in the newly established ayurvedic skincare and haircare business 'Neem Ayu.' Mandana will also serve as the brand's ambassador in the country.

Kritika Madhukar
With a digital-first strategy, the 25-year-old cricketer will assist Neem Ayu in establishing itself among prospective consumers.
With a digital-first strategy, the 25-year-old cricketer will assist Neem Ayu in establishing itself among prospective consumers.

Smriti Mandhana, vice-captain of the Indian women's cricket team has invested an undisclosed amount in Neem Ayu, a D2C ayurvedic start-up based in Gurugram. Mandhana, who ranked ninth in the ICC Women's ODI rankings revealed on Tuesday that she will also be the company's brand ambassador.

What Made the Cricketer Invest in the Company?

"I travel and compete all over the world in tough weather conditions and different time zones, so when it comes to taking care of my hair, I frequently discover a shortage of trustworthy options," Mandhana explained. 

"What instantly drew me to Neem Ayu's brand proposition was its base in the time-tested efficacy of Indian Ayurveda, which is supported by extensive research." These items guarantee to deliver good effects,” she added.

With a digital-first strategy, the 25-year-old cricketer will assist Neem Ayu in establishing itself among prospective consumers.

This is the first time an Indian woman cricketer has invested in a business, something that male peers or Bollywood superstars have done.

"With her great career as a successful international cricketer, Smriti is an inspiration for all of us," said Aditi Hingu, founder of Neem Ayu. "With Neem Ayu, she is also starting a new chapter by becoming an investor." 

Her faith in our brand and products will propel us forward in our aim to provide clinically tested and practical answers to real-world problems like hair loss and dandruff, which affect the majority of our population today."

About Neem Ayu

Neem Ayu, a direct-to-consumer brand with fast-acting and clinically tested ayurvedic solutions, was founded by Hingu, a marketing executive with over 23 years of experience, across FMCG companies such as Hindustan Unilever, Kellogg's, and Cadbury, along with Dr. Neena Sharma, MD in Ayurveda with over 30 years of experience, and Vipul Gupta, who comes with over 17 years of experience in of expertise in e-commerce and sales with Emami, Yebhi.com, GSK, Colgate Palmolive, and other companies.

Sharma oversees the company's research and development section, and all formulations created in-house by Neem Ayu, are scientifically verified and unique.

The Company Intends to Expand its Footprint Across India and Overseas

The products are now available on the company's website, as well as on Amazon, Flipkart, and the online beauty retailer Purplle. However, Gupta stated that they will be available in most digital markets within 45 days.

"We will soon begin to make the items available in overseas markets as well," he told a news agency. For the time being, the firm is concentrating on hair loss and dandruff treatments, where the industry is currently worth more than $1.5 billion per year and increasing at a rate of 22%.

"In 3-4 months, we will introduce skincare goods," Hingu continued.

With the addition of Mandhana as an investor, the company intends to expand its footprint across India while also developing new product lines in hair and skincare that are solution-driven and backed by the power of ayurvedic science.

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