The Duo Turning Ayurvedic Recipes Into Consumables For The Modern Indian

This D2C brand is reviving the ancient science of ayurveda to provide easy access to traditional wellness products.

Ayurveda, the science of wellness practised in ancient India, has always attracted people looking for out-of-the-box solutions. But Ameve Sharma, hailing from the iconic Baidyanath family that has kept the country’s ayurvedic legacy alive for more than a century, felt that this wellness culture needed better awareness, easy access and large-scale adoption. Shrey Badhani was a kindred soul as ayurvedic treatment had helped him before. So together, they launched Kapiva to make ayurvedic products a part of people’s health and well-being.

Kapiva has sold more than 8 Lakh products until now and the cumulative count of users has reached 3.5 Lakh. It clocked a little over INR 40 Cr in FY21.

The startup is betting big on spreading awareness, pushing product categories and enhancing quality for large-scale adoption that will impact the healthcare outcomes of more than 5 Mn families every year. Ayurveda as a category has a lot of room for experimentation and this is something the company plans to capitalise on. It currently offers more than 100 SKUs, including its flagship skin food range, and has jointly conducted a health and lifestyle survey that reveals a growing adoption of ayurvedic formulations in the wake of the pandemic. It is working on its product portfolio and growth strategy based on these adoption and usage trends.

Unlike many niche businesses in this space, Kapiva was set up keeping the bigger picture in mind. The founders were aware of how millennials suffered from lifestyle issues such as stress, obesity, sleep disorders and more that could lead to severe health conditions. So, the aim is to scale up general awareness and empower Indian consumers with easy-to-use, high-efficacy products.

As skincare is a multi-billion-dollar business in India, Kapiva aims to disrupt the space with its all-new ingestible skin health range. It also seeks a slot among the country’s top five revenue-earning FMCG startups, wants to grow 5x in the next three to five years, and become a one-stop ayurvedic solutions centre for Indian millennials.