Param Amrit
Param Amrit is an Indian luxury skincare and haircare brand that brings together traditional Indian beauty and self-care practices, handcrafted preparation and contemporary personal care. Operated by Holistic Healthbeam Private Limited and rooted in Haridwar, Uttarakhand, the brand creates products inspired by Ayurveda, traditional Indian wellness practices and conscious living.
| |
| Official Logo | |
| Type | Luxury Personal Care and Wellness Brand |
|---|---|
| Industry | Skincare, Haircare and Personal Care |
| Founded | 2024 |
| Founder | Dr. Nutan Kher |
| Headquarters | Haridwar, Uttarakhand, India |
| Area served | India |
| Key people | Dr. Nutan Kher (Founder) Yogesh Thakur (Co-Founder – Business, Brand & Growth) |
| Products | Skincare Products Haircare Products Personal Care Products |
| Services | |
| Website | |
At the centre of Param Amrit's philosophy is the belief that the character of a personal-care product is shaped not only by its ingredients, but also by how thoughtfully it is prepared. The brand therefore places emphasis on craftsmanship, carefully selected ingredients, mindful preparation and time-intensive traditional processes where relevant.
Param Amrit was founded around the philosophy and experience of Dr. Nutan Kher, whose background combines advanced academic study with nearly three decades of experience in holistic wellness and spiritual practices, alongside Yogesh Thakur, Co-Founder – Business, Brand & Growth, who brings around 17 years of experience in marketing, brand building and business strategy. The brand was officially launched in 2024 at the Constitution Club of India, New Delhi, where it was unveiled by renowned Indian singer and Padma Shri awardee Kailash Kher.
History
The origins of Param Amrit are closely connected with the personal and professional journey of Dr. Nutan Kher. Over more than 27 years in holistic wellness and spiritual practices, Kher developed a deep interest in traditional ingredients, self-care practices, mindfulness and conscious living. Long before Param Amrit became a commercial brand, several personal-care preparations and ideas emerging from this experience were used within her personal and close circles.
The idea gradually evolved into creating a structured skincare and haircare brand that could preserve this connection with traditional Indian wisdom and thoughtful preparation while presenting it through a contemporary luxury experience.
Param Amrit was subsequently developed as a handcrafted skincare and haircare brand rather than a medicine or treatment-led proposition. Its products take inspiration from Ayurveda and traditional Indian practices while being created for contemporary personal-care routines.
The brand was officially launched in 2024 at the Constitution Club of India, New Delhi. It was unveiled by Padma Shri awardee Kailash Kher, elder brother of Dr. Nutan Kher, and the launch was also blessed by spiritual leader Shri Baba Swami Amritanand Ji. Following its launch, Param Amrit expanded its portfolio across skincare and haircare, including the development of SHAIVRA, its dedicated premium haircare ritual.
Founders and Leadership
Dr. Nutan Kher
Founder – Vision & Philosophy
Dr. Nutan Kher is the Founder of Param Amrit and the principal force behind its philosophy, traditional inspiration and approach to conscious personal care. Her background combines formal academic study with nearly three decades of experience in holistic wellness and spiritual practices. She holds three master's degrees, with studies spanning Economics, History and Yoga, along with an M.Phil. in History and a Ph.D. in Ancient History, completed in 2012.
Her engagement with holistic practices began at an early age. She became a Reiki Grand Master at the age of 18 and subsequently expanded her study and practice across disciplines including hypnotherapy, Neuro-Linguistic Programming (NLP), Emotional Freedom Techniques (EFT), shamanism, crystal healing, pranic healing and flower therapy, among other holistic practices.
This combination of academic study, traditional knowledge, spirituality and 27 years of experience in holistic wellness became an important foundation for Param Amrit. Her role in the brand extends beyond product development to its larger philosophy around traditional inspiration, mindful preparation and conscious self-care.
Beyond Param Amrit, Dr. Kher is also the Founder of HER IMPACT, a women-only community created around meaningful connections, learning, collaboration, shared experiences and opportunities for personal and professional growth. She is also the younger sister of renowned Indian singer and Padma Shri awardee Kailash Kher.
Yogesh Thakur
Co-Founder – Business, Brand & Growth
Yogesh Thakur is the Co-Founder – Business, Brand & Growth at Param Amrit. With around 17 years of experience in marketing, brand strategy and business growth, Thakur has held senior leadership positions with organisations including Omaxe Limited, CRC Group and Bhumika Group. His professional journey has also been recognised by Business Outreach, which featured him among its 40 Under 40.
At Param Amrit, Thakur leads the business, brand and growth mandate, bringing his experience in consumer positioning, marketing and business strategy into the luxury skincare and haircare category.
Together, the founders bring two distinct areas of experience to Param Amrit: Dr. Nutan Kher's academic depth and long-standing experience in holistic wellness and traditional practices, and Yogesh Thakur's experience in building brands, marketing and business growth.
Brand Philosophy
Param Amrit's philosophy sits at the intersection of four ideas:
Tradition | Craftsmanship | Consciousness | Luxury
The brand's interpretation of luxury extends beyond price, packaging or appearance. It places equal emphasis on the time, craftsmanship, ingredients, attention and preparation involved in creating a product. This approach is reflected in handcrafted and small-batch preparation where applicable, carefully selected ingredients, inspiration from traditional Indian beauty and self-care practices, and the use of slower or more time-intensive preparation methods where relevant. Rather than presenting traditional knowledge merely as a marketing label, Param Amrit seeks to translate elements of India's traditional self-care practices into products and rituals suited to contemporary consumers. The brand is positioned in the luxury skincare and haircare category and does not position its products as medicines or treatments.
Mantra Aushadhi
A distinctive element of Param Amrit's philosophy is Mantra Aushadhi, inspired by traditional Indian practices involving the use of mantras, mindfulness and intention during preparation. Within Param Amrit, the concept represents a broader belief in conscious preparation—the idea that the process behind creating a product can carry significance alongside the selection of its ingredients. Mantra Aushadhi forms part of the brand's traditional and spiritual preparation philosophy and is not presented as a medical or therapeutic claim.
Skincare
Param Amrit's skincare portfolio draws inspiration from traditional Indian beauty and self-care practices while being developed for contemporary use. The portfolio includes Ghritamrit Face Cream, Kumkumadi-inspired skincare, face serums, lip-care products and handcrafted soaps, among other products. Ghritamrit Face Cream draws inspiration from traditional ghee-based skincare practices, reflecting the brand's broader approach of bringing established Indian self-care traditions into a contemporary luxury format. Across its skincare portfolio, Param Amrit focuses on craftsmanship, ingredient selection and the experience surrounding the preparation and use of each product.
SHAIVRA Haircare
SHAIVRA is Param Amrit's premium haircare range, developed around the idea of approaching haircare as a complete ritual rather than through a single product. The range includes Hair Oil, Hair Cleanser/Shampoo, Hair Mask and Hair & Scalp Spray, which together form the complete SHAIVRA Hair Ritual. The collection draws inspiration from traditional Indian haircare ingredients and preparation practices while being designed around contemporary haircare routines. SHAIVRA also represents Param Amrit's expansion from its initial skincare portfolio into a broader luxury skincare and haircare proposition.
Market Presence and Distribution
Param Amrit follows a multi-channel distribution approach, combining its direct-to-consumer presence with established online marketplaces. Its products are currently available through the brand's official website, Amazon and Flipkart, extending its digital reach beyond its own platform. As part of its next phase of expansion, Param Amrit is also preparing to establish a physical retail presence through branded kiosks in shopping malls. The proposed kiosk format is intended to provide consumers with a more immersive brand experience, allowing them to discover products, understand their ingredients and preparation stories, and explore the skincare and haircare rituals associated with the brand. The move into physical retail is intended to complement Param Amrit's existing digital and marketplace presence as part of its broader omnichannel growth strategy.
HER IMPACT
The wider entrepreneurial journey of Param Amrit's founder, Dr. Nutan Kher, also includes HER IMPACT, a women-only community focused on creating meaningful connections among women from different personal and professional backgrounds. The community has been created around connection, learning, collaboration, shared experiences and opportunities for personal and professional growth. While HER IMPACT has its own independent identity and purpose, it reflects Dr. Kher's broader work around personal development, community building and holistic well-being.
Positioning and Long-Term Vision
Param Amrit seeks to establish a distinct position in the Indian luxury skincare and haircare segment, with an identity rooted in traditional Indian inspiration while being expressed through contemporary products, branding and consumer experiences. Rather than defining luxury only through premium presentation, the brand seeks to associate it with craftsmanship, thoughtful preparation and the story behind the product. As Param Amrit expands its product portfolio, digital distribution and physical presence, its long-term objective is to build a recognisable Indian luxury skincare and haircare brand while retaining the principles around which it was created: Tradition. Craftsmanship. Consciousness. Luxury.