Jagathi Reddy
Founder, Chengavi
The Founding Story
In an age of fleeting beauty rituals, Chengavi brings Ayurveda back to its essence pure, purposeful, and profoundly modern. Jagathi Reddy founded Chengavi, inspired by the wisdom of her mother and grandmother, where the brand reimagines age-old remedies for today’s world. In collaboration with Dr. Vishnu Prasanth, a biotechnologist with centuries of Ayurvedic lineage, Chengavi fuses ancestral knowledge with scientific precision. Each formulation is rooted in Dravyaguna, the Ayurvedic study of herbs, crafted to restore balance and radiance through clean, minimal, and mindful care. Free from over 700 banned ingredients and developed in-house, Jagathi’s Chengavi represents a new era of conscious luxury where tradition meets innovation, and skincare becomes a soulful ritual.
From Terracotta Skies to Timeless Formulas
For WWeaV Chengavi is a jewel born from the quiet wisdom of village rituals and shaped by a 250-year Ayurvedic legacy, It stands where heritage meets modern science. We, at WWeaV, caught up with Jagathi Reddy, in this delightful conversation.
Chengavi means saffron, reddish, or terracotta tint. Was it a conscious choice to choose it as a brand name?
Yes, it was a deliberate choice. The word carries that warm saffron-terracotta tint that appears for just a few minutes in the sky at dawn and dusk, and that moment became the soul of our AM-to-PM philosophy. It reflects the quiet beauty of transition, the way skin moves through its own cycles through the day. The name also connects deeply to our cultural roots, especially in the South, where the word signifies Radiance & Beauty. It felt like the perfect expression of who we are and what we create.
What inspired you to embark on the Chengavi journey?
It started much earlier than I realised. I grew up in a small village where my grandmother’s quiet rituals shaped the way I understood beauty. She never called them recipes, yet every morning and evening she mixed leaves, roots, and oils with the ease of someone who had learned from generations before her. Those moments stayed with me. It was the way she trusted the ingredients, the way she treated skincare as a rhythm rather than a task.
As I moved into a fast-paced city life, that simplicity began to feel precious. I wanted a brand that could bring that childhood wisdom into today’s routines, supported by Ayurveda and validated modern research, yet rooted in culture. That thought became Chengavi. a way to honour her, the village I grew up in, and the timeless science behind those ancient recipes.
What are the USPs of the brand?
• Rooted in Dravyaguna
Chengavi is built on the Dravyaguna principles of Samyoga, Samyukta, and Samamana, where every ingredient is chosen for its true nature, combined for meaningful synergy, and used in precise proportions for balanced efficacy. The formulations reflect the discipline of using the right ingredients in the right combinations and the right quantities
• 250-year legacy in Ayurveda
Our formulators come from a lineage that has practiced Ayurveda for over two and a half centuries. This depth of knowledge guides every decision.
• Minimalistic formulations
We avoid cluttered ingredient lists. Each product carries only what the skin truly needs, in purposeful proportions. Our products are always formulated without Sulphates, Parabens, Animal fat, Silicones, Phthalates, Fillers, Paraffin, Petrolium Jelly, Mineral Oil, Synthetic Fragrances & Dyes, and over 700 banned ingredients.
• A-Beauty philosophy
Inspired by Indian skin, climate, and culture, we create routines that feel relevant, grounded, and effective for everyday lifestyles.
• Generational wisdom validated through Ayurveda and approved by science. Traditional practices passed down through families are studied, refined, and strengthened with Ayurveda and scientific testing, ensuring each formula is both authentic and trustworthy.
• Own R&D and Manufacturing
We have our own R&D and manufacturing facility where we control every stage of the process, from research to formulation to production. This ensures purity, consistency, and uncompromised quality in every single batch.
Tell us something about the product range?
Our range covers everyday essentials across skincare, hair care, bath and body, and men’s care. Each category is built with the same discipline of choosing purposeful ingredients and using them in balanced proportions guided by Dravyaguna.
What does the future hold for Chengavi?
The future of Chengavi is Globalising ‘A-Beauty’ and the Skinimalism Movement through innovative product development, and unwavering adherence to our core values, making authentic Ayurvedic wellness accessible, effective, and transformative for everyone
Your checklist for aspiring entrepreneurs before they start off on the solo journeys?
Starting a solo entrepreneurial journey demands a focused and disciplined approach. Aspiring founders must first Validate their ‘Why’ by focusing intensely on the problem they solve for the customer, rather than merely falling in love with their product.
As the business scales, they must learn to Embrace the ‘Solo-Founder Tax’, understanding that wearing all hats is unsustainable; success requires delegating or outsourcing tasks outside of their core expertise early on.
Crucially, every decision must align with a North Star Metric, a single measure, like Customer Lifetime Value (CLV), that provides focus and clarity amid the chaos of startup life.
This journey must be anchored by a non-negotiable Culture of Purity (or core value), which acts as the armour guiding every choice, from sourcing to hiring.
Finally, founders must always Prepare for the Marathon, Not the Sprint, recognising that their own well-being, scheduling rest and reflection is essential for building a sustainable company.
Website: https://chengavi.com/
Instagram: https://www.instagram.com/chengaviindia/
