Amrutam courageously ends ties with Nykaa, shares heartfelt open letter

In a courageous move, Amrutam, the Ayurvedic Lifestyle Brand, has bid farewell to the e-commerce giant Nykaa through a heartfelt open letter shared on social media. The letter reveals the challenges faced by smaller, homegrown brands within the online marketplace, citing concerns over Nykaa's policies. Amrutam acknowledges the hefty commissions and lack of support for bootstrapped brands, expressing the sentiment that they feel invisible unless large enough to significantly contribute to Nykaa's financial gains. Post-Nykaa's IPO, communication and responsiveness dwindled, with smaller brands seemingly neglected unless meeting arbitrary criteria. Despite the pain of parting, Amrutam announces a shift in focus to their platform, amrutam.co.in, and offers a token of appreciation to loyal customers with a discount code. The letter assures the community that this isn't a final farewell but a "see you later on our own terms," inviting supporters to join them on an independent adventure. Signing off with love and defiance, Amrutam emphasizes the unwavering belief in their creations and the support of a community valuing integrity and passion. This open letter signifies not just a goodbye but a new beginning, as Amrutam takes control of its narrative and continues delivering quality products to its dedicated community.

View this post on Instagram

A post shared by Amrutam | Ayurveda, Health, Wellness (@amrutamofficial)