New Delhi Domestic direct-to-consumer Ayurvedic nutrition brand Kapiva has found a brand ambassador and investor in model and television personality Malaika Arora, a fitness enthusiast known for her penchant for exercise and yoga.
As a strategic investor, Arora has demonstrated his belief in the product solutions of Ayurveda and Kapiva, which address the lifestyle issues of millennials, the company said in a release.
Started by Amiev Sharma and Shrey Badhani, Kapiva has a gross trading value of more than ₹100 crores and above ₹110 crores led by investors like Vertex Ventures, Fireside and 3one4 Capital.
The announcement comes at a time when consumers are turning to Ayurvedic products to boost immunity and general health after the pandemic.
Kapiva is also doubling down on its innovative offerings by adding Ayurvedic solutions for healthy skin and hair, digestion and weight management through formats like juices, puddings and gummies. Arora announced his association with Kapiva on his Instagram handle.
As the brand ambassador, the celebrity model will also be a wellness mentor at Kapiva Academy of Ayurveda. Kapiva Academy of Ayurveda is an initiative formed by Kapiva with a long term vision to increase the awareness of people about Ayurveda as a solution to their lifestyle problems. It includes doctors, nutritionists, food technologists and innovators in the field of Ayurveda.
On her association with Kapiva, Malaika Arora said that the company has been able to bring research-backed Ayurvedic solutions in delicious and convenient formats. “I am delighted to be a part of this empowering journey where I can simplify Ayurveda for the majority of Indians and enable them to understand preventive healthcare solutions,” she said.
Shrey Badhani, co-founder of Kapiva, said that Arora had placed his faith in the brand as an equity investor. He added, “We serve over two million consumers with research-backed cutting edge ayurvedic solutions and with Malaika’s partnership we hope to take this to 10 million consumers soon.”
Funded by recent Series-B funding led by Fireside Ventures, Madhu Kela, GITS Foods and Vertex Ventures and 3One4 Capital, the Ayurveda startup has seen 10x growth in the last 30 months.
Meanwhile, Arora, who is known for her workout videos, is also the co-founder of Sarva- a wellness ecosystem based on yoga. She has also launched her own food brand called Nude Bowls – an acronym for Nutritious Undisputed Delicious Food.
All Arora’s business ventures are covered under Malaika Arora Ventures.
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