The partnership aims to identify and research indigenous herbs, aromatic plants, and mineral-rich ingredients native to Montenegro
Vedic Collection, the parent company of India’s plant-powered wellness brand Tatha, has entered into a Memorandum of Understanding (MoU) with the Montenegro Consulate General Office in India. The MoU was formalised between Divita Kanoria, Founder, Vedic Collection, and Dr Janice Darbari, Honorary Consul General of Montenegro in India, with the shared intent to explore sustainable collaboration between India and Montenegro in the realm of natural skincare, cultural exchange, and future market development.
The partnership aims to identify and research indigenous herbs, aromatic plants, and mineral-rich ingredients native to Montenegro that hold promise in skincare and wellness. Known for its pristine mountains, coastal biodiversity, and therapeutic springs, Montenegro offers a largely untapped reservoir of botanical resources that align with Tatha’s commitment to natural efficacy and ethical sourcing.
The collaboration will begin with Tatha’s current product range and may evolve to include new SKUs based on shared R&D and ecological compatibility.
The European wellness and personal care market was valued at $ 123 billion in 2024, and is expected to grow at a CAGR of 5.8 per cent over the next five years, driven by consumer demand for clean, sustainable, and heritage-based formulations. Tatha expects to explore EU market entry over the next six months, with Montenegro serving as a cultural and logistical conduit.
At the same time, India’s herbal products exports have been gaining momentum—crossing ₹12,000 crore (~USD 1.4 billion) in 2023–24, with Europe accounting for a major share of demand.
The MoU encourages dialogue between scientists, herbalists, and institutions from both countries, with an emphasis on ethical exploration and cultural integration.
