Ayurvedic personal care brand Life & Pursuits narrowed its losses by 46.9% in FY24 to Rs 1.11 crore, compared to Rs 2.09 crore in FY23. Revenue, however, saw a slight decline of 4.78%, dropping from Rs 2.93 crore in FY23 to Rs 2.79 crore in FY24.
Founded in 2016 and headquartered in Noida, Life & Pursuits offers a niche range of Ayurvedic skin, hair, and baby care products, blending ancient Indian botanical wisdom with modern cosmetic science. The brand focuses on sustainable and natural beauty while actively supporting environmental and social initiatives. Its products are primarily sold online through platforms like Amazon and Firstcry.
In FY24, expenses dropped by 24.5% to Rs 4.17 crore, from Rs 5.53 crore in FY23. Advertisement costs grew as a share of expenses, accounting for 41.55% in FY24, up from 36.71% in FY23, signaling an increased focus on brand promotion. Employee benefit costs declined to 18.48% of expenses from 22.71% in FY23, while depreciation and finance costs were marginal at 0.611% and 3.73%, respectively.
EBITDA margin improved to -42.65% in FY24 from -83.60% in FY23, indicating a move towards better operational efficiency. Return on capital employed (ROCE) also turned positive at 801.12% in FY24, up from -1476.98% in FY23.
Co-founders Mudit Consul (40.14% shareholder), Aditi Consul, Manshu Aneja, and Mani Agrawal steer Life & Pursuits. The company raised Rs 3.73 crore in a seed funding round in February 2022.