Founded in 2017, Delhi-based Auric is a direct-to-consumer (D2C) fittness and wellness brand that brings the ancient science of Ayurveda into everyday life. Operating in the mass-premium segment, Auric offers functional beverages powered by Ayurvedic superherbs — including coconut-water-based drinks and wellness blends like Moringa Masala Tea, and Turmeric Coffee.
Auric reported a revenue growth of 32.3% in FY24, reaching Rs 22.57 crore compared to Rs 17.06 crore in FY23. Net losses narrowed to Rs 7.24 crore in FY24, down from Rs 8.23 crore in FY23, indicating improved cost discipline. The EBITDA margin improved to -23.94% in FY24 from -36.28% in FY23, though ROCE dropped further to -77.05%, down from -50.84%, pointing to increased capital inefficiency.
Total expenses grew by 17.6% to Rs 29.79 crore in FY24, up from Rs 25.34 crore in FY23. Advertisement spend reduced to 14.23% of expenses in FY24, compared to 18.5% in FY23, reflecting more efficient marketing strategies. Employee benefit costs declined marginally to 11.27% from 12.2%, while depreciation rose slightly to 6% from 5.7%. The cost of materials accounted for 35% of total expenses in FY24.
Auric has raised a total of Rs 43 crore across six funding rounds, with the most recent round completed in March 2023. Co-founder Deepak Agarwal holds a 34.04% stake, while Zenith Investment owns 4.17%, 9Unicorns owns 1.76%, and ESOPs account for 2.53% of ownership.