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Back To The Roots

Kapiva aims to revive traditional Ayurvedic practices and make them essential in people’s daily lives

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Ameve Sharma

Ayurveda has always been at the heart of Indian tradition. Its origin dates back to the Vedic era, with historians claiming it to be a part of the Atharva Veda. However, with the advancements in medical science, its true essence got lost somewhere. Ameve Sharma and his venture Kapiva aim to revive ayurvedic practices and make them essential in people's daily lives.

Hailing from the Baidyanath family, a legacy player in this industry, ayurveda has been an integral part of Sharma's life. He incorporated practices that helped him maintain a healthy lifestyle. Knowing very well the benefits of ayurveda, Sharma decided to start his entrepreneurial journey with Kapiva to disrupt the traditional ayurvedic industry. "As an entrepreneur, I strive to help Indian households eat better and improve their health by including ayurveda in their daily life," says Sharma.

Kapiva initially started as a chain of ayurvedic clinics but soon transformed into the current FMCG model. It presently has more than 100 SKUs in its portfolio which caters to skin and hair, weight management, diabetes and everyday nutrition. These product segments address various lifestyle problems faced by modern Indian consumers in convenient and easy-to-use formats.

Omnichannel Presence

It has an omnichannel sales strategy with presence in more than 8,500 general trade outlets across 20 cities and an online presence on its website and marketplaces like Flipkart, Amazon, Big Basket etc. As regards funding, it completed its series B fund-raise in January 2021 and raised a total of Rs 80 crore in equity.

Sharma describes generating interest for ayurvedic products, especially among millennials, as the biggest challenge for Kapiva. To enable consumers to understand its benefits, the company started doctor consultations on its website to clarify this science's doubts.

Moving forward, Kapiva plans to tap the multi-billion-dollar skincare market in India by expanding its ingestible skincare range and its current range of skin foods. Sharma has the vision to make Kapiva the number one brand for millennials.

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magazine 12 March 2022 ayurveda Kapiva