How PR Helped Butterfly Ayurveda Steep Its Way into India’s Wellness Market
The Challenge
Butterfly Ayurveda, a wellness brand rooted in authentic Ayurveda, had built a loyal base of customers who valued natural healing and mindful living. Its product range—Ayurvedic teas, cookies, medicines, and wellness formulations—was unique, combining ancient wisdom with modern-day convenience.
However, the brand faced a common challenge in India’s growing wellness industry: visibility and differentiation. Competing against both legacy Ayurvedic giants and newer lifestyle-focused startups, Butterfly Ayurveda needed to strengthen its brand voice, expand its reach, and establish itself as a trusted authority in holistic wellness.
The brand’s story of blending Ayurveda with everyday lifestyle solutions wasn’t reaching the right audiences at scale. To achieve sustainable growth, Butterfly Ayurveda had to be positioned as not just another wellness brand, but as a pioneer of Ayurvedic lifestyle integration.
The Solution
WingComm designed a multi-layered PR strategy aimed at highlighting Butterfly Ayurveda’s authenticity, innovation, and lifestyle relevance. The focus was on positioning the brand as a holistic wellness curator—offering solutions that enrich daily living while staying rooted in ancient Ayurvedic science.
The PR framework centered around:
- Authentic Storytelling: Showcasing Butterfly Ayurveda’s origins, founder’s vision, and commitment to quality.
- Wellness as Lifestyle: Positioning products like teas and cookies as daily companions for health, beyond medicinal use.
- Credibility Building: Featuring expert voices and thought leadership in wellness, Ayurveda, and lifestyle-focused publications.
Wider Awareness: Expanding the brand’s presence beyond Delhi NCR to national media and metro-based audiences.
The Approach
The campaign redefined Butterfly Ayurveda’s narrative from “Ayurvedic products” to “Ayurvedic lifestyle made easy.” Working closely with the leadership team, WingComm identified key storytelling angles that resonated with both urban millennials and wellness-conscious professionals.
Key PR angles included:
- Ayurveda for Everyday Life – Making teas, infusions, and cookies part of daily wellness rituals.
- Tradition Meets Innovation – Showcasing how ancient Ayurvedic wisdom is adapted for modern needs.
- Wellness with Taste – Positioning Ayurvedic cookies and teas as guilt-free indulgences with health benefits.
- Science-Backed Ayurveda – Emphasizing research and quality in formulations to build trust.
The PR plan combined press outreach, interviews, lifestyle storytelling, influencer engagement, and a strong content calendar to ensure consistent brand visibility.
The Execution
WingComm implemented the strategy through a phased campaign:
- Media Outreach: Secured features and product stories in leading publications such as YourStory, The Economic Times, Business World, and wellness/lifestyle magazines.
- Founder Profiling: Highlighted the founder’s journey and expertise through interviews, podcasts, and contributed articles.
- Influencer Collaborations: Partnered with wellness coaches, lifestyle bloggers, and food influencers to showcase product integration into daily life.
- Product PR: Created buzz around Ayurvedic cookies and teas through launch stories, festive wellness hampers, and seasonal campaigns (e.g., monsoon teas, immunity blends).
- Visual Storytelling: Curated engaging content for digital and social platforms, from behind-the-scenes glimpses of sourcing and R&D to customer testimonials.
- Event PR: Facilitated participation in wellness fairs, tea summits, and panel discussions to strengthen brand credibility.
The Results
Within the first six months of execution, Butterfly Ayurveda witnessed:
- 30+ earned media features across national business, lifestyle, and wellness publications.
- Significant social media traction, with higher engagement on wellness-driven campaigns.
- Brand recall improvement, with Butterfly Ayurveda being increasingly recognized as a premium Ayurvedic lifestyle brand.
- Boost in customer trust and sales inquiries, particularly through festive product promotions and influencer collaborations.
The Outcome
The PR efforts successfully repositioned Butterfly Ayurveda from a niche wellness brand to a credible and aspirational Ayurvedic lifestyle company. By shifting the conversation from “products” to “daily wellness rituals,” the brand was able to resonate with a broader and more premium audience across India.
WingComm’s PR strategy didn’t just amplify Butterfly Ayurveda’s voice—it brewed a long-lasting identity in India’s booming wellness market, ensuring the brand continues to thrive as a trusted name in holistic health and mindful living.
