The Academy of Vedic Vidya (AVV) on Wednesday announced the launch of Treasures of Veda (TOV), India’s first luxury spiritual lifestyle brand, aimed at bringing authentic Vedic knowledge into modern living. Unveiled in Kolkata, the brand combines traditional Vedic science with contemporary design and premium craftsmanship. According to AVV, Treasures of Veda is positioned in the high-end spiritual lifestyle segment and is targeted at consumers seeking refined and energetically aligned spiritual products.
The brand offers a curated range of gemstones, rudrakshas, healing crystals, yantras and puja kits. Each product is astrologically validated, mantra-energised and Vedic-cleansed to align with individual spiritual needs. AVV said this approach sets the brand apart from mass-market spiritual products.
A key feature of Treasures of Veda is its proprietary recommendation engine, which blends Vedic principles with modern algorithms to suggest products based on a user’s emotional state, life phase and personal goals. Speaking at the launch, AVV Director and CEO Nirpeksh Kumbhat said the brand aims to preserve ancient wisdom with dignity and refinement. Treasures of Veda is currently available through its official online platform and plans to expand to select luxury retail spaces.
