Ayurvedic nutrition brand, Kapiva has announced model and television personality, Malaika Arora as its brand ambassador. Besides advocating the brand, Arora will be investing in the company.
“As a strategic investor, Arora has demonstrated her faith in Ayurveda and Kapiva’s product solutions for lifestyle issues faced by millennials,” the company said in its official statement.
Healthy Offerings for Customers
Kapiva was founded by Ameve Sharma and Shrey Badhani. The company has a gross merchandise value of more than Rs 100 crore and has raised over Rs 110 crore led by investors such as Vertex Ventures, Fireside, and 3one4 capital.
“We serve over two million consumers with research-backed modern format Ayurvedic solutions and with Malaika Arora’s involvement we hope to soon take it to 10 million consumers," Badhani said.
The announcement comes at a time when consumers are turning to ayurvedic products to boost immunity and general health in the aftermath of the pandemic.
The company is also doubling down on its innovative offerings by adding ayurvedic solutions for healthy skin and hair, digestion, and weight management through formats such as juices, effervescents, and gummies.
Educating Masses About Ayurveda
Arora announced her association with Kapiva on her Instagram handle. As the brand ambassador, the celebrity model will also be a wellness mentor at the Kapiva Academy of Ayurveda, which is an initiative formed with the long-term vision to raise people’s awareness about Ayurveda. It consists of doctors, nutritionists, food technologists and innovators in the field of Ayurveda.
In her association with Kapiva, Arora said the company has been able to bring research-backed ayurvedic solutions in tasty and convenient formats.
“I am happy to be a part of this empowering journey where I can simplify Ayurveda for majority Indians and enable them to understand preventative healthcare solutions," Arora said.
Funded by Fireside Ventures, Madhu Kela, GITS Foods, and the recent Series-B funding led by Vertex Ventures and 3One4 Capital, the ayurveda startup has seen 10x growth over the last 30 months.
Arora, meanwhile, known for her workout videos, is also the co-founder of Sarva—a wellness ecosystem based on yoga. She has also launched her food brand called Nude Bowls—an acronym for Nutritious Undisguised Delicious Eats.
All of Arora’s business ventures fall under Malaika Arora Ventures.