In a world where personal care is often driven by quick results and changing trends, TurmaRoot is taking a different approach. Founded by Sri Ranganayagi Ashok, the brand is built around the belief that self-care should not be treated as a quick fix — instead, it can become a meaningful ritual connected with tradition, consistency and long-term well-being.

Reconnecting with Ayurvedic heritage

TurmaRoot draws inspiration from India's Ayurvedic heritage, positioning itself as a non-cosmetic Ayurvedic ritual brand focused on healthy skin, healthy hair and holistic wellness rather than instant transformation. Its product philosophy follows the same direction — highlighting the use of 100 percent raw herbs, authentic Ayurvedic formulations, 100 percent wood-pressed oils and products without preservatives, keeping traditional ingredients and methods at the heart of the experience.

Rooted in tradition. Designed for today. Practised as a ritual.

Ritual over product

What makes TurmaRoot different is its emphasis on the ritual rather than only the product — a cleanser becomes part of a cleansing routine, an oil becomes a moment of nourishment, a bath infusion becomes an opportunity to reconnect with traditional wellness practices. For Sri Ranganayagi Ashok, TurmaRoot represents more than building a business; it is an effort to preserve and reinterpret traditional wellness knowledge for people living in a fast-moving modern world, without losing the philosophy behind it.

The brand also reflects a wider shift in how people think about wellness — rather than constantly chasing something new, there is growing value in rediscovering practices that have existed for generations and understanding how they fit into modern lifestyles. TurmaRoot's message is simple: wellness does not always need to begin with the newest trend; sometimes, it begins by returning to practices that encourage balance, consistency and conscious living.

India's 'clean' Ayurvedic beauty market

Non-cosmetic, ingredient-transparent Ayurvedic personal care has become one of the more competitive categories in Indian D2C beauty, as consumers exposed to years of global 'clean beauty' messaging have started applying the same scrutiny — no preservatives, traceable sourcing, minimal processing — to traditional Indian wellness products rather than treating imported skincare as the only standard for ingredient transparency. Wood-pressed oil extraction specifically has seen renewed demand after years of decline against refined, chemically-extracted alternatives, driven by consumers seeking products closer to how oils were traditionally made before industrial cold-press and solvent-extraction methods became standard.

Brands built around a single founder's articulated philosophy, as TurmaRoot is around Sri Ranganayagi Ashok's ritual-over-product framing, also tend to differentiate more successfully in this crowded category than brands that compete purely on ingredient claims, since the ritual and storytelling layer gives customers a reason to choose one Ayurvedic brand over dozens of similarly formulated competitors making comparable raw-herb and preservative-free claims.

Sources and editorial references

This feature is adapted from Sri Ranganayagi Ashok's featured profile in the September 2026 print edition of Global Cover Story, based on a self-submitted account and photographs. Brand details reflect the founder's own account and have not been independently verified.