Life & Pursuits, D2C Ayurveda Beauty Brand, Raises USD 5,00,000 in Angel Funding

Life & Pursuits, a direct-to-consumer (D2C) Ayurveda Beauty brand, has raised USD 5,00,000 from angel investors. The homegrown brand operating in the niche of Certified Organic and authentic Ayurveda caters to the increasing demand for natural and safer products across the globe.


The brand’s first angel round saw participation from prominent angel syndicates Supermorpheus (led by Sameer Guglani) and Eagle10 Ventures (led by Prashant Pansare) apart from leading angel individuals such as Pankaj Agrawal (IndiaMart promoter family), Madhup Agrawal (IndiaMart CXO), Tarun Matta (Founder, acquired by and Ankur Singla (Founder Tapzo, acquired by Amazon Pay). The round also included a few international investments.


The brand was founded by Mudit Consul (an alumnus of Harvard Business School and Indian Institute of Management) along with his wife, Aditi Consul in 2016. Manshu Aneja (an alumnus of Indian Institute of Technology, Guwahati) and Mani Agrawal are the other co-founders.


“Life & Pursuits is in exciting phase of growth with increasing demand across the globe and high repeat transactions.

With this round, we will be growing our products range and enhance global footprint by launching D2C in the key markets of US, UK and EU. Our USP has been the high trust and authenticity of our products and we will be investing in building this further to become market leader for Organic Ayurveda beauty and wellness products.” said Mudit Consul, founder of Life & Pursuits.


Sameer Guglani of Supermorpheus stated “When we initially interacted with Mudit and Life & Pursuits, what stood out for us was the deep knowledge and commitment along with the long-term orientation and vision of the team. We believe that there is a massive opportunity in the global market for Indian products that are created with attention to quality and design.”



“The global demand for natural and organic beauty products is soaring, Eagle10 Ventures is excited to join hands with Mudit and team to build a highly trustworthy, authentic organic product brand globally.” Said Prashant Pansare of Eagle10 Ventures.



About Life & Pursuits

Life & Pursuits ( is a purpose driven Indian beauty & wellness D2C startup that focuses on the global demand for genuinely natural / organic and Ayurveda products. Its products / ingredients are organic certified by stringent and reputed organic certification programs globally such as the USDA. It sells a range of hair care and skin care products on several marketplaces in the US, the UK, the UAE, and Australia.