RETAIL PEOPLE 2021-09-06

How Kapiva Became Rs 50 crore Brand in 3 Years

The brand has been able to disrupt the traditional Ayurvedic industry, by presenting the benefits of Ayurveda in modern, more accessible, and convenient formats.

By Content Writer
How Kapiva Became Rs 50 crore Brand in 3 Years

Kapiva was launched in 2016 as a modern Ayurvedic nutrition brand focused on bringing selectively sourced, Ayurveda-inspired, natural foods to modern-day consumers. The brand, which combines Ayurveda with the latest technology to create a quality product range that is both convenient and healthy, was founded by Shrey Badhani and Ameve Sharma. The idea behind introducing the brands was to launch products that help make Ayurveda a part of people’s daily lives. 

The brand has been able to disrupt the traditional Ayurvedic industry, by presenting the benefits of Ayurveda in modern, more accessible, and convenient formats. Ayurveda has always been at the heart of Indian tradition. However, somewhere along the way, the true essence of it has been lost. People approach Ayurveda with a curative lens but it is in fact, a way of life. One of the major reasons for Ayurveda not being mainstream in India is the lack of awareness about its benefits and values among the millennial population.

“At Kapiva, we aim to create awareness and show how Ayurveda can be incorporated into modern lives without drastic changes to the lifestyle. All products are created keeping in mind the busy and on-the-go lifestyle of millennials. They are conscious about their health but seek easy-to-use and convenient options, without having to compromise on taste or experience. Hence, we designed Kapiva Gummies - on-the-go nutrition with the power of Ayurvedic herbs, in a yummy gummy format, which is convenient as well as a joy to consume,” states Ameve Sharma, Co-Founder, Kapiva.

Kapiva has a diverse range of modern and accessible Ayurvedic products. Currently, the product lines cater to 11 therapy areas - major ones being gut health (Probiotic Gummies, Kapiva DigestiCare Juice), immunity (Tulsi Giloy Juice, Immune Care Juice), skin (Acne Ease Juice), and hair health (Hair Care Juice), weight management (Kapiva Aloe Garcinia Juice, Kapiva Meal Replacement Slim Shakes), chronic condition management (Dia Free Juice), and daily wellness.

“In the past year, we’ve launched 50+ products in 5 categories, namely Breakfast Oats - with Ayurvedic Herbs, Slim Shakes, Gut Health, Effervescent Powders, and Teas. We are planning to launch around 20 products in the next 3-6 months,” he states.

Sourcing Strategy

The brand is on a mission to make Ayurveda a part of people’s daily life by offering authentic and nutritious products. It uses research and science-backed approaches for the development and innovation of its products. 

“As a company, we source the finest and the best-in-class ingredients from their source. The unique sourcing story behind each product ensures that utmost care and detailed thought has gone into bringing the product to the consumer. In today’s world where quality is compromised for cost-effectiveness, customers take comfort in Kapiva’s strong quality practices and rich heritage. For instance, Amla is sourced from Ajmer, Noni Juice from the Indian Mulberry, South India & Himalayan Shilajit from the higher altitude of Himalayan mountains,” asserts Sharma. 

People are willing to pay a premium to ensure that their family consumes only natural and authentic products. Kapiva has been a disruptor in the Ayurvedic industry by introducing innovation in the product formats that can be easily integrated into people's daily diet and is also India’s first brand to launch super grains oats with ayurvedic herbs for daily wellness. 

Retail and Marketing Strategy

The brand is currently present in 6,000+ general trade outlets across 12 cities. This is set to expand 10,000+ outlets and cover more cities by the end of this financial year. 

Apart from this, the brand is also betting big on the D2C approach as it has always followed a consumer-first approach.

“The idea behind betting big on D2C was to provide convenient solutions to consumers within the comfort of their homes. In the past few years, digital has become a pivotal part of the lives of Indian consumers and with the advent of technology, more and more people are becoming digital-savvy with each passing day. Therefore, our products are available across all major online platforms such as Amazon, Flipkart, Big Basket, and others along with our website,” explains Sharma.

“Riding on the digital wave, we revamped our website as well to provide a new, modernized e-commerce website to our consumers to make Ayurveda a part of their daily life. Our strong retail presence with 6,000+ stores across the country, combined with an aggressive D2C strategy is helping us scale the business,” he adds.

Future Plans

As one of the fastest-growing ayurvedic food startups in India, the brand has witnessed 10x growth in the span of the last 30 months. 

“The future holds strong growth trends as well. Ayurveda is a Rs 30,000 crore industry in India. As per the current estimates, the company is expected to cross Rs. 300 crore in revenue in 5 years, to capture a considerable share of this market. We are also aiming to be profitable within the next 2 years. Our current revenue numbers speak for themselves as we’ve witnessed tremendous growth of Rs 0 to Rs 50 crore in less than 3 years,” he concludes.

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