The Modern Ritual: Redefining Recovery & Everyday Wellness for India’s Mindful Generation
A Science-Led Wellness Brand for Modern Lifestyles
In today’s fast-paced urban world, long workdays, frequent travel, social celebrations, and constant stimulation are part of everyday life. While people are living fuller, more dynamic lives, recovery and wellness are often overlooked. Fatigue, dehydration, poor sleep, and post-indulgence burnout are treated as unavoidable side effects of modern living rather than signals from the body that demand care.
This widening gap between modern lifestyles and mindful recovery led to the birth of The Modern Ritual—a science-backed wellness brand designed to support recovery, balance, and resilience in everyday life.
Beyond Anti-Hangover: A Broader Wellness Vision
While The Modern Ritual is best known for introducing India’s first science-backed anti-hangover solutions, the brand is never meant to stop there. Anti-hangover is the starting point, not the destination.
The Modern Ritual is building a comprehensive ecosystem of wellness solutions across recovery, detoxification, hydration, sleep support, travel fatigue, and metabolic balance—addressing the real stresses of modern living through targeted, evidence-based nutrition.
The Visionaries Behind The Modern Ritual
Founded by Dr. Kriti Dubey and Jigisha Tiwary, The Modern Ritual brings together brand intuition, consumer insight, and deep scientific expertise.
Dr. Kriti Dubey, a PhD specializing in food chemistry, food formulations, microbiology, and biotechnology techniques, anchors the brand’s scientific foundation. She was academically associated with IIT Bombay and Institute of Chemical Technology (ICT), Mumbai, and leads formulation strategy, ingredient validation, and efficacy-driven product development.
Jigisha, a B.FTech graduate from the National Institute of Fashion Technology (NIFT), brings a strong consumer-centric and brand-building perspective, ensuring wellness solutions are intuitive, accessible, and aspirational.
Together, they envisioned a brand that translates complex nutrition science into modern, effective, and clean wellness rituals.
The Turning Point: Rethinking Recovery
The idea for The Modern Ritual emerged from a simple yet powerful realization: as lifestyles evolved, recovery did not. Despite rising awareness around health, post-stress and post-indulgence recovery remained neglected, reactive, and poorly understood.
The founders challenged this mindset. Recovery didn’t need to be an afterthought—it could be proactive, intentional, and science-led. This belief became the cornerstone of The Modern Ritual, redefining recovery as a daily ritual rather than occasional damage control.
Science-Backed Ingredients, Thoughtfully Chosen
Every ingredient used at The Modern Ritual is scientifically selected, backed by research, and evaluated for bioavailability, safety, and functional efficacy. The brand prioritizes clean research based formulations, ensuring both global scientific standards and Indian wellness relevance.
Rather than following trends, formulations are built around physiological pathways of stress, detoxification, hydration, and cellular recovery, making each product purposeful and evidence-driven.
Building a New Wellness Category
Creating a proactive recovery and modern wellness category in India came with challenges. Consumer education was essential, as recovery was rarely viewed as a daily health priority. With no existing benchmarks, everything—from formulation standards to positioning—had to be built from the ground up.
Balancing efficacy with taste, science with simplicity, and innovation with trust required persistence. Convincing partners and early adopters to believe in a category that didn’t yet exist demanded clarity of vision and long-term commitment.
Early Traction and Growing Trust
In a short span, The Modern Ritual has seen strong adoption among urban, health-aware consumers. High repeat usage and interest from premium retailers and modern trade channels reflect growing confidence in the brand’s approach.
More importantly, The Modern Ritual has begun shifting behavior—positioning recovery and wellness as intentional, everyday practices rather than occasional fixes.
A Community Built Around Mindful Living
Beyond products, The Modern Ritual is building a community that believes celebration, ambition, and self-care can coexist. Whether it’s post-party recovery, travel exhaustion, sleep disruption, or high-pressure work routines, the brand encourages people to listen to their bodies and respond with care.
The Road Ahead: Creating Everyday Modern Rituals
Looking forward, The Modern Ritual aims to become India’s most trusted science-backed wellness and recovery brand. With upcoming innovations across detox, hydration, sleep, and lifestyle recovery, the founders envision a future where wellness rituals are seamlessly integrated into daily life.
Connect with The Modern Ritual
Website: www.themodernritual.com
Instagram: @themodernritualco
Through its digital platforms, The Modern Ritual continues to engage a modern, urban audience—sharing insights on recovery science, mindful indulgence, and responsible wellness, while building a movement rooted in balance, intention, and evidence.
