About Shesha Ayurveda

Shesha Ayurveda is a fast-growing Ayurvedic beauty and personal care brand that blends traditional formulations with modern consumer preferences. With a strong D2C presence and a rapidly expanding customer base, the brand has built significant traction among conscious beauty buyers across India.

Ahead of its appearance on Shark Tank India, where it secured a deal. The team anticipated a sharp spike in demand. They knew that national visibility could multiply order volumes overnight. The priority was clear: strengthen payments infrastructure before the surge hit.

Preparing Infrastructure before the Surge

As a fast growing D2C brand, Shesha Ayurveda knew that payments infrastructure plays a crucial role in growth. 

With its upcoming appearance on Shark Tank India Season 5, the team expected a significant surge in traffic and order volumes within a short window:

To prepare for this moment, the brand needed to address certain challenges:

- Handling sudden spikes: A large influx of users trying to purchase at the same time could put pressure on UPI processing  and increase the risk of payment failures during peak demand.

- Driving customer confidence: In the highly competitive D2C market,  In the highly competitive D2C market, users normally drop off at the last minute before the purchase. Therefore, the brand wanted trust markers to instill confidence in the users so as to reduce drop offs.

-Managing operational complexity at scale: As order volumes increased, the team also needed better visibility into settlements, refunds, and reconciliation to ensure smooth financial operations.

To support this next phase of growth, Shesha Ayurveda partnered with Cashfree Payments to strengthen its payments infrastructure.

5X surge with 90%+ Success Rates.

As anticipated, once the Shark Tank episode aired, Shesha Ayurveda saw order volumes surge nearly 5X.

Cashfree’s in-house UPI switch capable of processing up to 12,000 transactions per second, ensured that the sudden spike in demand was handled seamlessly. With 8+ direct processor integrations as well as intelligent dynamic routing, transactions were automatically routed through the most optimal paths, helping maintain a 90%+ success rate on UPI, even during peak traffic.

In addition, dynamic QR combined with super fast transaction processing ensured payments were completed quickly, minimizing checkout friction.

“Cashfree has been a solid partner, especially as we started scaling. Early on, we needed a reliable payment gateway that wouldn’t break as our order volumes grew, and Cashfree handled that transition smoothly. The integrations were straightforward, settlements were quick, and having multiple payment options really helped improve customer conversions. What stood out the most was the consistency - fewer payment failures and dependable support 24/7 whenever we needed it. Overall, Cashfree played a meaningful role in helping us scale without worrying about the payments side of the business.”

- Renji R Balachandran (Co-founder of Shesha Ayurveda)

Enhancing Customer Experience

To further strengthen customer confidence at the final step of the purchase journey, the checkout incorporates trust markers such as social proof indicators and the Cashfree Trusted badge, reassuring customers about the security and reliability of their transaction.

Driving Operational Efficiency with Faster Settlements

As order volumes surged, operational efficiency became just as important as payment experience. 

With Cashfree’s Instant Settlement, Shesha Ayurveda was able to access funds faster and pay its vendors on the same day. 

At the same time, Cashfree provided better visibility and control over refunds, including COD refunds. With clear tracking and daily refund reports, Shesha Ayurveda was able to monitor and manage refunds more efficiently.