In the quiet village of Cheruvaranam, Cherthala taluk, a legacy of healing that began over a century ago is now shaping the future of holistic wellness in India.
Born on 27 December 1949, Vijayan Vaidhyan inherited more than a name-he inherited a calling. His grandfather, the revered Kalichikulangara Kandan Vaidhyan, was a traditional physician whose knowledge and compassion became the foundation of the family’s lineage.
By 1965, at just 16, young Vijayan had immersed himself in Ayurveda through the strict and sacred Gurukula Sampradayam, where treatment was learned as a science, a discipline, and a spiritual duty.
A Brand Takes Root: The Rise of Vijaya Ayurvedic
After nearly two decades of rigorous training and service, Vijayan Vaidhyan founded Vijaya Ayurvedic in 1982. For the next 35 years, the brand became synonymous with authenticity, producing 80 classical Ayurvedic formulations crafted with unwavering purity. Patients sought not only medicine, but trust, comfort, and the assurance that true Ayurveda still lived in its original, undiluted form.
Legacy Reinvented: The Second Generation Steps Forward
A new era began when the next generation embraced the family mission with modern expertise, Dr Vipin Das & Dr Subha Rani, Dr Jithin Das & Dr Sruthy. Armed with research-driven insight and global awareness, they expanded the portfolio from 80 to over 350 formulations, transforming Vijaya Ayurvedic into a multidimensional Ayurvedic powerhouse.
A Modern Growth Engine: Goldfinch Retail Venture Pvt. Ltd.
To support rapid growth, the family established Goldfinch Retail Venture Pvt. Ltd., bringing structure and strategic direction to their expanding ecosystem.
Even during the pandemic, when much of the world was on pause, the family innovated. They launched Vaidyakart.com, an Ayurvedic e-commerce platform that delivered wellness directly to homes-a move that received overwhelming public response.
New Worlds of Wellness: Innovation Rooted in Tradition
Under Goldfinch, the family introduced multiple verticals, each reflecting Kerala’s indigenous wisdom and modern lifestyle needs: Manjishta – A premium line of Cosmetic Ayurvedic skin and hair formulations, True Native – Healthy snacks inspired by Kerala’s traditional food culture, Kocoliv – Coconut-based products celebrating Kerala’s iconic ingredient, Sukayah – A serene wellness retreat brand anchored in balance and healing. Different brands. One philosophy: Purity. Intention. Wellness.
The Next Big Leap: Herbsta – Nature’s Recipe, Ayurveda’s Method
The family’s latest venture, Herbsta, is poised to redefine the natural beverage industry. Herbsta promises something rare in today’s market:
- No preservatives
- No artificial colours
- No stored concentrates
- Each Recipe is prepared fresh only after an order is placed
This is not a bottled trend-it is Ayurveda, freshly served.
Herbsta is fast emerging as a lifestyle movement, encouraging consumers to return to nature, one sip at a time.
A Legacy Rooted in Cure, A Future Rooted in Care
From a village healer to a thriving family-led wellness ecosystem, the story of Vijaya Ayurvedic stands as a powerful testament to what happens when ancestral wisdom meets modern vision.
This is more than a business success. It is a narrative of heritage, healing, and heart-a reminder that traditions don’t fade when nurtured; they flourish. And for thousands who trust the Vijaya Ayurvedic family, wellness is no longer just a product. It is a promise.
