Rituals Claims Ayurveda as Brand in Netherlands

Why this is here: Ayurveda, meaning “knowledge of life” in Sanskrit, is a traditional Indian healthcare system thousands of years old and connected to the origins of Hinduism.

Cosmetic company Rituals, based in the Netherlands, is disputing the trademark rights of House of Ayurveda. The two companies are in disagreement over Rituals’ “The Ritual of Ayurveda” product line. Chris Verschooten of KU Leuven describes Ayurveda as a holistic system originating in India, focused on achieving a long, healthy life.

Ayurveda incorporates botanical knowledge and views well-being as a combination of physical and mental health, extending beyond just skincare to include medicine and diet. Verschooten notes that claiming such an ancient, culturally significant term as a brand is problematic, given its roots in Hindu texts and promotion by India’s Ministry of Ayush.

While some commercialization of Ayurveda exists in India, Rituals’ focus on a single aspect of the holistic system diverges from its original meaning. The company’s actions raise questions about cultural appropriation, though the Indian government also promotes Ayurveda internationally. The situation remains complicated as Rituals defends its trademark.