Kapiva, a homegrown Ayurvedic D2C brand, announced that it is foraying into the ingestible Skin Foods category with the launch of Glow Mix, a plant-based supplement in a ready-to-go convenient sachet.
By launching this revolutionary product, the brand aims to give glowing skin to consumers through the right nutrition based on Ayurvedic principles.
Aimed at nourishing the skin from within, Glow Mix will empower people to address skin dullness, anti-aging, pigmentation, dark circle, and UV damage concerns adding a natural glow to their skin.
Available as a 30-day regime package, Glow Mix is a vegan, gluten-free, soy-free, and non-GMO (genetically modified organisms) product, targeted at women in the age group 21-40. In addition to this, it is also preservative-free, has no added sugar, and is available in rose flavor. With this launch, Kapiva strengthens its vision of integrating Ayurveda into India’s daily lifestyle and promoting holistic living.
Glow Mix is designed to be effective on various skin types - sensitive, dry, oily, or combination. Its primary ingredients include - Pomegranate, Rose, Shatavari, Aloe Vera extracts that reduce hyperpigmentation by reducing melanin synthesis and increasing pro-collagen and hyaluronic acid.
Ameve Sharma, Founder - Kapiva, said, “Our aim has been to enable our consumers with alternate Ayurvedic solutions that they can incorporate in their life to make it better and holistic. Hence, realizing the need-gap for holistic solutions in the skincare industry, we decided to venture into the Skin Food segment with the launch of Glow Mix.”
“It is a one of its kind product that aims to enable Indian consumers to experience the best natural look with Ayurvedic ingredients. Just like all our products, we’ve used extensive consumer research and conducted innumerable consumer tests to ensure the efficacy of our product. It addresses all the primary skin concerns such as dark circles, skin pigmentation, fine lines, UV damage, and not just that, it also helps them get more radiant skin in 3-5 weeks of usage. What makes this product unique is that it enhances the skin’s natural look and is not dependent on topical applications which will give a temporary effect. Therefore, we believe it’ll be a go-to solution for consumers to improve their skin health,” he added.
Kapiva’s brand ambassador and wellness advisor to the Kapiva Academy of Ayurveda Malaika Arora added, “Our skin is a mirror to what happens inside our bodies. I am glad that finally, a brand has thought about enhancing Skin’s natural look through the right Skin foods based on Ayurvedic principles. Hence, I truly believe Kapiva Skin Foods Glow mix is a game-changer.”
Kapiva recently roped in Malaika Arora as the brand ambassador and strategic investor. She has partnered with the brand showcasing her trust towards Ayurveda and Kapiva’s product solutions across various lifestyle issues faced by millennials. Kapiva, Series-B funded startup, has witnessed a GMV of over Rs 100 crore and has raised over Rs 110 crore led by investors like Vertex ventures, Fireside, and 3one4 capital.
Kapiva, a homegrown Ayurveda brand operating in the direct-to-consumer space, has revealed the reconfiguration of its founding team. In this announcement, Shantanu, currently COO, and Anuj Sharma, CRO, will be elevated to Co-Founders. This strategic move aims to tap into the vast potential within the Ayurveda and wellness sector. Shantanu's primary focus will be on advancing the brand as a strategic asset, along with curating science-backed products. Meanwhile, Anuj will concentrate on integrating technology to seamlessly deliver comprehensive health outcomes.
The adoption of Ayurvedic offerings has surged globally, particularly in the post-pandemic era. This demand has been fueled by factors like heightened awareness about preventive measures, increased disposable income, and government initiatives supporting traditional medicinal systems. According to industry reports, this market is projected to grow by $6.81 billion from 2021 to 2026, with a compound annual growth rate (CAGR) of 15.32 percent.
Shantanu brings extensive experience in marketing and e-commerce from his roles at Uniqlo and P&G across India, Southeast Asia, and China. Collaborating closely with Ameve, he will accelerate Kapiva's growth by penetrating deeper into the Indian market. Joining Shantanu is Anuj Sharma, a seasoned growth leader who has previously worked with brands like Myntra and Disney+ Hotstar. Anuj has been spearheading the brand's journey as the Chief Revenue Officer (CRO) for the past 2.5 years.
He will be focused on enhancing the tech infrastructure, developing innovative solutions to enhance health outcomes, and driving profitability and sales across different regions. Their collective expertise, combined with Ameve's vision, is poised to elevate Kapiva's standing in the wellness industry.
Ameve Sharma, Co-Founder of Kapiva, stated, “Shantanu and Anuj have made significant contributions to Kapiva’s journey over the last 2 years. Their expertise and experience have propelled the brand's sales fourfold during this period. I'm thrilled to join forces with them to further enhance awareness and adoption in this industry. We strongly believe this is just the beginning, with substantial untapped potential waiting to be unlocked."
Shantanu, Co-Founder of Kapiva (Formerly COO), expressed, "Kapiva is one of the fastest-growing startups in the country. I am thrilled to be part of its journey and contribute to its success. I believe Ayurveda has the potential to positively impact lives, similar to the way Yoga has worldwide. We are gearing up to reshape the narrative of Ayurveda."
"We are entering an exciting phase in an industry that is shaping the future. I am immensely thrilled to join visionaries Ameve and Shantanu on this journey. Together, we can empower global consumers with holistic and contemporary solutions, and align with the government's vision to position India on the global stage by elevating Ayurveda as a significant export," added Anuj Sharma, Co-Founder, Kapiva (Formerly CRO).
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