How Kapiva Became Rs 50 crore Brand in 3 Years
  • IR
  • IR
  • IR
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.
 

 
Stay on top – Get the daily news from Indian Retailer in your inbox
Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
  • IR
  • IR
  • IR
Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
 

Subway, the global leader in freshly made, customizable sandwiches, has achieved a significant milestone in India by opening 100 new stores in 2024. This expansion underscores the brand’s rapid growth trajectory in one of its fastest-growing international markets. With a renewed focus on modernization, localization, and customer-centric innovations, the brand is strengthening its position in India’s highly competitive Quick Service Restaurant (QSR) industry.

A Landmark Achievement in India's Growth Journey

India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.

“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.

The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.

Strategies Driving Rapid Expansion

The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:

  1. Leveraging Market Trends: Consumers today are more health-conscious and seek fresh, nutritious, and made-to-order food. Subway’s offering of fresh ingredients and customization aligns perfectly with this trend.
  2. Penetrating Tier II and III Cities: Recognizing the potential of India’s smaller cities, Subway has expanded beyond metropolitan areas. “Our innovation team closely follows local and international trends to offer an exciting menu to consumers. Our current menu already features multiple localized options, such as Paneer Tikka and Tandoori Chicken, which are very popular as they offer familiar tastes while maintaining Subway’s global sandwich-making approach,” Bhasin stated.
  3. Modernized Store Design: To enhance customer experience, Subway has introduced a refreshed store design that is more inviting, convenient, and modern. The response from customers has been overwhelmingly positive. “The new look aligns with what today’s new-age consumers seek – a smart and inviting ambiance that reinforces the freshness associated with Subway,” added Bhasin.

Subway’s Focus on Tier II and III Markets

While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.

“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.

Menu Innovations Catering to Evolving Preferences

The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.

“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.

Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.

Technology-Driven Growth and Customer Engagement

Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:

  • Customer Engagement: Tools like Net Promoter Score (NPS), Online Reputation Management (ORM), and Customer Relationship Management (CRM) are used to interact with customers and gather insights.
  • Retail Expansion Support: Specialized technology tools aid in identifying potential store locations, ensuring efficient supply chain management, and optimizing operations.
  • Digital Transformation: Enhanced online ordering, loyalty programs, and AI-driven recommendations are being integrated to provide seamless customer experiences.

“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.

The Road Ahead: Making Subway India’s Largest QSR Chain

Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:

  1. Fresh, Customizable Offerings: Subway remains committed to delivering high-quality, made-to-order food that aligns with consumer health trends.
  2. Localized Menu Innovation: Expanding its menu to include more regional flavors and healthier options will be central to sustaining growth.
  3. Wider Retail Presence: Strengthening its footprint in metros and Tier II and III cities will ensure greater accessibility.
  4. Digital and Technological Integration: Embracing digital platforms for seamless ordering, loyalty programs, and data-driven decision-making will be critical to scaling operations.
  5. Overcoming Challenges: While competition, supply chain complexities, and shifting consumer preferences pose challenges, Subway’s strategic focus and adaptability will be key to its continued success.

“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.

 

Next Story
Also Worth Reading