Direct-to-consumer personal care brand Bella Vita Organics has raised $10 Mn from Ananta Capital, a private equity platform backed by the Mumbai-based Taparia family of Famy Care Group.
Founded in 2018 by Aakash Anand, it is a brand owned by Idam Natural Wellness Private Limited, that manufactures and sells natural skincare, haircare, and wellness products focussing on personal care solutions.
The startup claims that it has run profitably since inception and plans to do so while pushing the pedal on growth with this fund-raise.
According to a statement from the company, the funds will be deployed to help Bella Vita Organics scale its brand and product offerings.
The company claims that it is on the track to becoming the fastest D2C Indian skincare brand to cross INR 100 Cr in annualized revenue run rate within a record time of 3 years of existence in the business.
Currently, apart from its app and website, the brand sells on Amazon, Nykaa, Flipkart, Purplle, and numerous marketplaces.
In the future, the brand aims to keep its price points low, increase delivery to more Tier II and Tier III towns, launch a baby care range, and also dip into lifestyle products such as aromatic scented candles.
Now, with the recent D2C rush, including one in the personal care industry, Bella Vita Organic faces tough competition in D2C brands like MCaffeine, MamaEarth, and many others that have flooded the space in the last couple of years.
Several brands such as Nykaa, Sugar, Wow Skin Science, Skincraft and Plum have gained popularity in fields across beauty, cosmetics and personal care. Currently, India has over 80 D2C brands in these sectors.
D2C startups have lately received larger investor attention in the past few quarters. According to Inc42 Plus’ latest funding data, in the quarter of the year ended March 2021 (Q1 2021), D2C startups raised $142 Mn, which was 27% of the total funding for ecommerce startups. More importantly, between Q1 2020 and Q1 2021, the funding amount for D2C startups has registered a 93% average quarterly growth.
Other examples of D2C startups in the personal care and beauty sector that raised funding include Sugar Cosmetics, which raised $21 Mn in a Series C round led by Elevation Capital, and personal care brand Juicy Chemistry, which raised $6.3 Mn in a Series A round led by Belgium-based family-owned private investment firm Verlinvest.