Raksha Bandhan Special: More Than a Thread, How Sibling Love Revived a Father’s Dream
Raksha Bandhan is not just a festival of exchanging gifts and tying rakhis; it is a celebration of the lifelong promise between siblings to protect, support, and uplift each other. And few stories reflect this spirit more powerfully than that of Stuti and Agnim Gupta, the brother-sister duo who turned their father’s business into the Ayurvedic wellness brand Amrutam. Their journey is not only a lesson in entrepreneurship but also an example of the strength of sibling love, loyalty, and teamwork.A Father's Dream, A Family's ChallengeAshok Gupta, a dedicated distributor in the Ayurvedic space, launched Amrutam in 2006 in Gwalior with a dream to offer quality Ayurvedic products to Indian households. Despite his passion and commitment, the business failed to flourish, accumulating losses year after year. For 10 years, Ashok and his wife, Chandrakanta, kept their small manufacturing unit afloat through sheer resilience. But by 2016, the business was on the verge of shutting down. That’s when destiny brought in the torchbearers of change, their children, Agnim and Stuti.Siblings Who Chose Legacy Over ComfortAgnim was a practicing architect with a startup in Bengaluru, while Stuti was preparing for post-graduation in Scotland. But watching their father struggle, they made a life-altering decision to return home and revive Amrutam. In August 2017, they rebranded the company and reimagined it as a D2C (direct-to-consumer) Ayurvedic lifestyle brand. Their leap of faith became a turning point not just for the company but also for their family. With Agnim’s tech skills and Stuti’s business intuition, the siblings built Amrutam’s first website and launched the brand online. They repackaged the products and developed a social media presence, initiating influencer marketing in 2018. Their first online order came from Varanasi—a small but significant victory. From there, Amrutam began growing steadily. Today, the brand clocks around 4,000 orders a month and reported a turnover of Rs 2.78 crore in FY 2021, witnessing 250% growth during the COVID-19 pandemic.Struggles, Setbacks, and StrengthEvery startup story comes with its share of roadblocks, and Amrutam was no different. In one early bulk order for another Ayurvedic brand, every single glass bottle cracked during shipping, resulting in a loss. But instead of giving up, Agnim and Stuti doubled down, fine-tuned their packaging, and moved ahead with renewed determination. Their strength lies in their complementary approach to challenges. Stuti prefers intuitive, top-down solutions.More Than a Brand: Building a Wellness CommunityFor the Gupta siblings, Amrutam is more than a business; it's a mission to revive Ayurveda and reconnect people to nature and self-healing. Today, Amrutam offers more than just herbal products; it provides Ayurvedic consultations, publishes informative wellness content, and fosters a vibrant wellness community. The name Amrutam, meaning "Elixir of Life," beautifully encapsulates their vision. Rooted in ancient wisdom, the brand stands for holistic health, personal transformation, and inner balance—all values deeply embedded in Ayurveda.A Raksha Bandhan Reflection: Love, Leadership, and LegacyStuti describes her relationship with Agnim as one of deep understanding and mutual respect. Their bond has not only removed the emotional and financial storms of entrepreneurship but has also grown stronger with every shared success and setback. This story is a powerful reminder that sibling bonds are among life’s most meaningful partnerships. When nurtured with empathy, trust, and purpose, they can turn even the most daunting failures into stories of hope and triumph. Their story is a timely celebration of sibling love, shared vision, and the belief that together, we can heal, build, and grow.
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