We are living in a time where unhealthy lifestyle and food choices are easy to succumb to. Consumers are exposed to unhealthy food and harmful substances, if not willingly through unhealthy choices, then unknowingly through adulteration in food products, especially in a huge market like India. Add to this problems such as pollution and stress-related lifestyle diseases, you can see why fatal diseases are on the rise today.\r\n\r\nThe World Health Organisation (WHO) has identified non-communicable diseases \u2014 including diabetes, cancer and cardiovascular diseases \u2014 as one of the ten threats to global health in 2019. The major factors attributed to the rise of these are the increase in the use of tobacco, lack of physical fitness, abuse of alcohol and other substances, unhealthy diets and increased air pollution. These diseases are collectively responsible for over 70% of all deaths globally.\r\n\r\nSuch threats have, in turn, led to the inception of several startups working to meet the goals of the WHO and the United Nations (UN). In India, most startups are focusing on providing fitness or workout solutions for weight loss, providing nutrition tips and recipes, but there are also some that are trying to bring all-natural, ayurvedic alternatives to Indians to enable healthier living. Mumbai-based Kapiva is doing exactly that with its range of products developed on the principles of ayurveda.\r\n\r\nKapiva was founded in 2015 by Ameve Sharma, who was later joined by Shrey Badhani as a cofounder, owing to the major role that ayurveda has played in both their lives. While Badhani got introduced to it owing to chronic health issues since the age of four, Sharma is the scion of the 100-year old Baidyanath Group, a renowned company in the ayurveda space. Kapiva\u2019s vision is to not only to provide ayurveda-based nutrition products, but also to bring balance into consumers\u2019 lives through these products.\r\nKapiva Believes Ayurveda To Be The \u201cMother Of All Healing\u201d\r\nThe name Kapiva is derived from the three doshas or faults in the human body according to the principles of ayurveda \u2013 Kapha, Pitta, Vata. When these doshas are in a balanced state in the body, it results in holistic health and wellness for an individual. \u201cPeople see ayurveda as a curative solution, but in reality, it is more about keeping the body in balance,\u201d says Sharma.\r\n\r\nThe startup aims to provide a healthy alternative to all people\u2019s needs, be it through food or beauty products. With manufacturing in Jodhpur and Kolkata, Kapiva sources ingredients for its products from various locations, depending on the product itself.\r\n\r\nIt focuses mainly on the metro or Tier 1 cities in India for sales, which have a higher incidence of ailments from air pollution and adulteration. Kapiva products appeal most to those who take pride in the Indian traditions of food and wellness, and are willing to experiment with products that are natural or sourced in line with ayurvedic principles.\r\n\r\n\r\n\r\n\r\nThere are a lot of names in the market for natural ayurvedic products and all of them claim to have the most authentic products. There is, thus, a lot of confusion among consumers as to which products are best suited for them.\r\n\r\nKapiva sets itself apart due to the unique sourcing and manufacturing story of all its products. Its links to Baidyanath Group have ensured that it has access to the best farm produce and organic ingredients. Its main focus is on quality control and sustainability. Its strategy for the former is manufacturing products in small batches, while it ensures sustainability by tying up directly with small farmers and offering good credit terms.\r\n\r\n\u201cIn our entrepreneurial journey so far we have learnt that having the right team with the right focus is very crucial. We have consistency in our execution, and our customers admire that Kapiva\u2019s focus on purity and quality in sourcing of ingredients has not deterred at all,\u201d Badhani adds.\r\n\r\n\r\n\r\n\r\n\r\nThe Industry Landscape\r\nWith growing urbanisation and changing lifestyle, the ayurvedic market in India is already seeing a lot of growth and investment opportunities. This segment is poised to grow at a CAGR (compound annual growth rate) of around 16% over the next decade. With the market for pure, natural products expanding rapidly, a lot of startups have started entering this space, such as The Ayurveda Experience, The Vaidya\u2019s etc. Then there are of course giants such as Dabur, Patanjali, Himalaya, and Sri Sri.\r\n\r\nHaving a strong customer base not just in India, but overseas as well, Kapiva too has become a popular brand both online and in the modern trade.\r\n\r\nTo be up to par with the market\u2019s growth, Kapiva follows an omnichannel sales strategy with its products available in over 2000 outlets in 10 cities. It also has a very strong presence online through its own website and marketplaces such as Amazon, Big Basket, 1mg, Medlife, Q-Trove and others. The startup is further working on expanding its distribution through all channels is a challenge which Kapiva is still working on.\r\n\r\n\u201cIn today\u2019s world when fake claims are put forward so easily, customers take comfort in Kapiva\u2019s strong quality practices and rich heritage. People are willing to pay a premium to ensure that their family consumes only natural and authentic products,\u201d explains Sharma.\r\nNeed Of The Hour: Health And Care\r\nNutrition and organic products seem to be the need of the hour for the ailing population in the urban context. Kapiva is aiding this section of the population and has seen great response so far. Kapiva has more than 500K customers since its launch and is seeing a good traction from both India and international geographies. Taking the baton of health even further, Kapiva wishes to expand to the Canadian and European markets in the coming months.\r\n\r\nMajor health issues such as malnutrition as well as obesity in India are a result of unhealthy eating habits, reliance of junk food in cities, and the image of healthy food as being plain and under-seasoned. It is also one of the major contributors to growth stunting, cardiovascular issues, anaemia in women of reproductive age, etc. There are various organisations and publications that are trying to warn us regarding pollution and unhealthy lifestyle being a major threat to us.\r\n\r\nAccording to UN\u2019s Food and Agriculture Organisation, in 2017 alone, more than 600 Mn people were classed as obese. Air pollution is also a grave environmental risk to health in 2019, by the WHO, killing 7 Mn people prematurely every year from diseases such as cancer, stroke, heart and lung disease.\r\n\r\nThe distinguished medical journal \u2018The Lancet\u2019 has also issued warnings regarding the food more urban residents are eating. According to the journal, the modern western diet is highly damaging and the report suggests a complete removal to save humans from potential ecological and epidemiological catastrophe.\r\n\r\nKapiva was a gifting partner at Inc42\u2019s tech event \u2014\u00a0Pulse42.