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New-Age Ayurveda

IDAM House of Brands’ business model is about creating ayurvedic, and effective products for new-age consumers

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The wellness industry has seen a boom, especially in the last two years when everyone has taken their fitness goals a notch ahead. One such brand that offers high-quality products to its consumers is IDAM House of Brands, better known as Bella Vita Organic.

“I have always believed that I have an entrepreneur within me. Hailing from a business family and after trying my luck in multiple ventures across real estate, outdoor advertising, hospitality etc., I am finally grateful to the universe for making my dream project ‘Bella Vita Organic’ a success!” says Aakash Anand, Founder & CEO, IDAM House of Brands.

Bella Vita Organic was started as a chain of Salons, by Anand’s mother and sister. In September 2018, he joined them as he recognised the need for natural Ayurveda products by Indian consumers. It is then that they started getting products manufactured in bulk from various professional manufacturing facilities and selling them online to consumers. They saw this picking up and reaching great heights and becoming what it is today.

“Our business model is about creating ayurvedic, and effective products for new-age consumers in India and across the globe. We rely on our direct to consumer and  
e-commerce channels to drive our revenues and ensure our reach to the consumers,” says Anand. The enterprise has received funding from Ananta Capital, a VC firm, in July 2021 for $10 million. Since then, IDAM House of Brands has been able to acquire six new brands in its portfolio ranging from pet care, chocolates, beverages, makeup, etc.

However, the journey was not an easy one, with multiple issues coming along the way. “The major challenges we faced were in scaling products across various platforms like Amazon, Flipkart, Nykaa and in competing against the giant FMCG companies existing in the space. Another one was also to find the right talent,” says Anand. Today it is a successful profitable business that aims to take Indian Ayurveda to the international market.