Life & Pursuits funding, investors and company details

Life & Pursuits is an emerging Healthcare - Ayurvedic startup from Noida, working in the space of Online private label brand of organic skin and hair care products. Founded by Aditi Consul, Mudit Consul, Manshu Aneja.

Company: Consul Nature Elements Global Private Limited
Sector: Healthcare - Ayurvedic
Location: Noida
Founders: Aditi Consul, Mudit Consul, Manshu Aneja
Total funding raised: ₹3.77 Cr

Company overview

Life & Pursuits is an Indian beauty and wellness startup founded in 2016, specializing in certified organic, Ayurvedic personal care products. Based in Greater Noida, Uttar Pradesh, with around 11-12 employees, it operates as a direct-to-consumer (D2C) brand offering hair care, skin care, baby care, and aromatherapy items sold on platforms like Amazon and FirstCry. The company has raised ₹3.73 Cr (about $500K) in seed funding from investors including Eagle10 Ventures and angels, led by founders Mudit Consul (Harvard Business School alum) and Aditi Consul. Its mission blends ancient Ayurveda with modern science and global organic standards (e.g., USDA-certified) to deliver toxin-free, sustainable products that promote inner/outer beauty, environmental healing, and a "Safe Childhood" campaign against hazardous chemicals in consumer goods

Funding rounds

Latest round (Angel): $ 0.50 Mn (₹3.77 Cr.), 2022-02-05. Investors: Supermorpheus, Eagle10 Ventures, Pankaj Agrawal, Madhup Agrawal, Tarun Matta, Ankur Singla