Kaayu Rituals
From Zero to Launch
How Garage Collective launched Kaayu Rituals from zero - brand identity, influencer strategy, and launch event driving 500K+ impressions in month one.
The Numbers That Matter
0K+
Launch month impressions
0+
Influencer partnerships
0/5
Average product rating
0x
Month-on-month revenue growth
The Challenge
Kaayu Rituals, a premium Ayurvedic wellness brand founded by Preeti Choudhary (18+ years in integrative healthcare), needed to launch into an overcrowded Indian skincare market. With AYUSH-approved products spanning skincare, haircare, inner wellness, and herbal teas priced at ₹750–₹3,300, the brand needed to carve a niche between mass-market Ayurveda and luxury imports. The challenge: build trust, drive trial, and create a community - all from zero.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Brand identity development: 'Ancient Rituals. Modern Results.' positioning
Social media launch strategy: teaser → reveal → first 100 customers campaign
Influencer seeding with 30+ wellness and skincare micro-creators
Grand launch event at Bikaner House, Delhi - press, influencers, and founders
TiEcon Delhi 2025 presence to position Kaayu as a D2C brand worth watching
We built Kaayu Rituals' entire brand launch ecosystem. From the visual identity to the Instagram grid, from influencer kits to the Bikaner House launch event - every touchpoint reinforced the 'ancient rituals, modern results' positioning. Social content mixed Ayurvedic education with aspirational skincare routines. Influencer partnerships weren't just product drops - creators got personalized ritual kits and spent time with the founder to authentically tell the brand story. The TiEcon appearance positioned Kaayu alongside India's most promising startups.
^ that's the big brain move
^ swipe-worthy content, if we say so ourselves
“Garage didn't just launch our brand - they gave Kaayu a soul. From the visual identity to the Bikaner House event, every detail reflected who we are.”
Preeti Choudhary
Founder, Kaayu Rituals
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