Ayurvedic and organic personal care brand Herby Angel has raised $ 2.5 million (Rs 20 crore) in its first round of funding from JCBL Group.

The brand will utilise the funds to accelerate growth in distribution, technology, portfolio, research, and marketing.

Commenting on the funding, Sherry Jairath, chief experience officer of Herby Angel in a statement said, “With the new investments, we are better positioned to drive innovation and expand the product portfolio.”

A spokesperson from JCBL added, “The investment is our first in the ayurvedic and organic health and wellness products space and is based on the significant increase in demand for ayurvedic and organic products as a category.”

Launched in October 2022, Herby Angel is Ayurveda-based brand that sells nutraceutical and cosmeceutical products under skin care, hair care, nutrition, and essentials categories.

It sells online as well as in offline retail, across 13 states and over 1,300 retail points of sale. It plans to expand to more than 2,000 retail stores by March next year.