In a strategic move to strengthen its national presence and redefine authenticity in wellness, Amrutam, a distinguished Ayurvedic brand known for its classical, Ministry of AYUSH-certified formulations and a dedicated women-first mission, has partnered with The Other Circle (TOC) a leading strategic communications agency.Under this collaboration, TOC will lead Amrutam’s pan-India public relations and reputation management mandate, driving visibility, trust, and relevance across diverse audiences. The partnership will focus on positioning Amrutam as the benchmark for ethical, evidence-based Ayurveda, a space where efficacy, transparency, and culture converge.Rooted in its philosophy “Health is Beauty,” Amrutam champions internal wellness over superficial fixes a sentiment that deeply resonates with post-pandemic consumer values. Unlike brands that simplify or commercialize Ayurvedic traditions, Amrutam stays true to classical processes and texts, ensuring every product delivers time-tested results backed by authenticity.As a passionate women-first brand, Amrutam offers deep, specialized support across a woman’s entire physiological journey from her first period to menopause. This holistic approach goes beyond products, extending into community-led initiatives such as blogs, podcasts, and doctor consultations that educate and empower women at every life stage.Stuti Ashok Gupta, Co-Founder of Amrutam, shared: “Central to Amrutam’s model is our women-first approach, supporting holistic health across every stage of life. Beyond our formulations, we’ve built a trusted ecosystem rooted in education, consultation, and community. Guided by our belief that Health is Beauty, we continue to honour classical Ayurvedic wisdom while making it relevant and effortless for modern lifestyles.”Aakanksha Gupta, Founder & CEO of The Other Circle, “Amrutam isn’t just a D2C success story it’s a brand that makes wellness feel honest again. The $4.5 trillion global wellness industry may be booming, but it’s also battling a trust deficit. As an Amrutam consumer myself, I’ve experienced how their products go beyond beauty or quick fixes. They heal, they restore, they stay true to what Ayurveda really stands for. At TOC, we’re excited to bring our strategic rigour and storytelling to this journey to help make Amrutam the gold standard for authentic, high-efficacy Ayurveda, and to position Ayurveda not just as our heritage, but as the future of global wellness built on proof, purpose, and provenance.”Alita D’souza, Group Head – Consumer & Lifestyle at The Other Circle, added: “What sets Amrutam apart is its fidelity to source. Every formulation is derived directly from ancient, time-tested Ayurvedic texts guaranteeing efficacy and integrity. This authenticity is matched by their ethical practices: PETA-certified, cruelty-free, and vegan. When coupled with a women-first mission that addresses complex, underserved health narratives, Amrutam isn’t just creating products, it's creating trust.”The partnership will launch a comprehensive communications campaign aimed at educating consumers on classical Ayurveda’s relevance in contemporary life and solidifying Amrutam’s position as a trusted leader in authentic, women-centric wellness. Together, Amrutam and TOC seek to elevate Ayurveda into a global conversation, building a culture of health that values ethics, efficacy, and enduring care.

Authored by Aakanksha Gupta, Founder and CEO of The Other Circle In the bustling heart of Mumbai, a young girl dreamed of stories - not just telling them, but shaping  them. Little did she know that her journey would lead her to rewrite the narrative of an entire  industry.  Fresh out of Xavier Institute of Communications in 2009, Aakanksha dove headfirst into the world of  copywriting and PR. But it wasn't long before she felt the itch - the nagging sense that something was  missing in the polished corridors of established PR firms.  "I saw a gap," Aakanksha recalls, her eyes twinkling with the memory. "A space where creativity was  suffocating, where fresh ideas went to die. I knew there had to be another way."  That "other way" became The Other Circle (TOC), Aakanksha's brainchild born in 2013. More than  just a PR firm, TOC emerged as a rebellion against the status quo - a place where out-of-the-box  thinking wasn't just encouraged, it was the norm. As CEO, Aakanksha quickly proved herself a master of many trades. Strategy, crisis management,  lateral thinking - she wore these hats with the ease of a seasoned performer, seamlessly switching  roles as each new challenge demanded. But it was the COVID-19 pandemic that truly showcased Aakanksha's prowess. When the crisis hit in  2020, decimating TOC's core clientele in the hospitality sector, she didn't just pivot - she pirouetted.  "We could have played it safe," she says with a grin. "Instead, we decided to dance." And dance they  did. Aakanksha's lateral thinking kicked into high gear, leading TOC to expand into entertainment,  lifestyle, real estate, and more.  Her strategic foresight and crisis management skills turned potential disaster into opportunity. "In  times of crisis, people need clear, creative communication more than ever," Aakanksha explains. "We  became that beacon for many brands struggling to find their voice."  This agile response didn't go unnoticed. As industries grappled with unprecedented challenges,  TOC's innovative approach made them the go-to choice for numerous players across sectors.  Aakanksha's ability to think on her feet and craft unique strategies for each client solidified TOC's  reputation as a versatile powerhouse. Today, Aakanksha stands at the helm of not just TOC, but also Cavalry Media, her latest venture into  entertainment PR. Her journey is a testament to the power of adaptability and creative problem solving in leadership.  But what truly sets Aakanksha apart isn't just her business acumen. It's her philosophy that kindness  and success aren't mutually exclusive in the cutthroat world of PR.  "People remember how you make them feel," she muses. "In PR, in business, in life - it all comes down  to genuine connections."  When she's not reshaping narratives in the boardroom, you might find Aakanksha lost in a book,  dancing to her own rhythm, or meditating to find her center. It's this blend of sharp business sense,  versatile leadership, and soulful approach that makes her a unicorn in the industry.  Aakanksha Gupta isn't just changing the game - she's creating a whole new playbook. And if her  journey so far is any indication, the next chapter promises to be nothing short of extraordinary.