Kapiva’s Brand Story – A Modern Wellness Journey

Kapiva, "India's First Modern Ayurvedic Nutrition Brand," has built a wellness community that thrives from the synergy of the 3 doshas focuses in Ayurveda for overall health and well-being.


Kapiva is one of the leading Ayurvedic nutrition brands in India. It offers a wide range of plant or herb-based products solely inspired by the principles of holistic health to suit the needs of the modern lifestyle. Revolutionizing the industry with its nutrition products, Kapiva seamlessly blends tradition with innovation with the guidance of Ayurvedic experts, nutritionists and food experts.

Mission and Vision

At the heart of Kapiva is a profound mission to inspire individuals to lead healthier lives through the power of Ayurveda. The brand envisions becoming a trusted companion in every individual’s wellness journey, promoting balance, vitality, and longevity.

Ayurvedic Philosophy

Guided by the timeless principles of Ayurveda, Kapiva embraces the holistic approach to well-being. The brand believes in the interconnectedness of the body, mind, and spirit, offering products crafted from authentic Ayurvedic herbs and formulations to promote balance and harmony.

Kapiva’s Founding Story

Kapiva’s journey began with a deep-rooted belief in Ayurveda and a passion to make its benefits accessible to all. The founders embarked on a quest to revive the practice of this ancient science. Infusing it with a contemporary touch to address the evolving health needs of today’s generation.

The Founders Journey:

Kapiva's Brand founder

Mr Ameve Sharma, a scion of the renowned Baidyanath Group from Kolkata, and Shrey Badhani, a seasoned sales and marketing professional, joined forces. Together they breathed new life into the ancient Ayurvedic tradition. 

Mr Sharma, Former Chairman of the Western region at the Indian Chamber of Commerce and President of the Baidyanath Group, brought with him a legacy deeply rooted in Ayurveda. His grandfather, the founder of Baidyanath, laid the foundation for a family dedicated to the principles of holistic health. Shrey, an adept strategist with a background in Consulting and Private Equity, enriched Kapiva with his expertise in sales, marketing, and operations.

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Inception of Kapiva:

Kapiva was born out of a vision to bridge the gap between traditional Ayurveda and the modern lifestyle of India. The founders identified a lack of awareness, particularly among the millennial population, about Ayurveda’s benefits. To address this, Kapiva took on the mission of creating awareness and educating the youth about the profound values of Ayurveda, positioning itself as “Your simple guide to everyday Ayurveda.”

Kapiva stands out as “India’s 1st Modern Ayurvedic Nutrition Brand,” blending the wisdom of traditional Ayurveda with contemporary nutritional innovations. The brand is backed by a diverse team, ranging from seasoned professionals to fresh talents, bringing a mix of experiences that positively influences major business decisions.

Inspiration Behind the Brand:

The founders shared a common concern – the dilution of Ayurveda in contemporary society. Despite Ayurveda’s integral place in Indian tradition, it was often misunderstood as merely a curative science rather than a holistic way of life. Observing the global surge in appreciation for Ayurveda, especially in the West with trends like turmeric lattes and moringa cereals, Ameve and Shrey recognized the need to reintroduce Indians to their rich heritage.

Understanding the fast-paced lives of modern Indians, Kapiva designed its products to cater to the on-the-go lifestyle, offering convenient options without compromising on taste. The brand’s name itself, Kapiva, is derived from the three doshas – Kapha, Pitta, Vata – symbolizing balance and overall wellness in Ayurveda.

Kapiva’s Brand Product Line

Kapiva's Brand Product Line

Rooted in Ayurvedic principles, Kapiva offers a wide array of products addressing various health needs, from daily wellness to men’s health, weight loss, digestion, skincare, and more. The brand continuously innovates, bringing traditional Ayurvedic wisdom to consumers in modern, easy-to-use formats, delivering not just products but a holistic approach to wellness.

Health Concerns Addressed by Kapiva

  1. Weight Management
  2. Meal Replacement
  3. Metabolism Boost
  4. Men’s Health
  5. Skin Care
  6. Dehydration
  7. Dullness
  8. Lifestyle Diseases (Blood Pressure, Bone Health, Cholesterol, Diabetes, Digestion, Thyroid)
  9. Hair Care
  10. Daily Wellness (Detoxification, Digestion, Immunity)
  11. Women’s Health

Moreover, the products are offered as standalone and in combos curated to address specific needs such as immune boosting, weight management, metabolism regulation, etc. 

Quality Assurance and Ingredients

Kapiva’s commitment to quality begins with sourcing the finest natural ingredients in the country. With access to the best suppliers, the brand has curated a compelling sourcing story for all its products. The founders’ exposure to diverse markets has further honed their understanding of modern consumers’ needs. 

Kapiva product Quality Assurance and Ingredients

Kapiva prioritises sourcing, ensuring that all products are made with natural and organic ingredients. 

Hero Ingredients at Kapiva

Aloe VeraGiloySpirulina
GarciniaShilajeetPlant Protein

Innovation & Research

Kapiva’s innovation in Ayurvedic nutrition has disrupted the traditional industry. The company has created a new category of modern Ayurvedic nutrition, specifically designed for the current fast-paced lifestyle. Investing significantly in research and development, Kapiva has established a top-of-the-line R&D setup. 

Also, collaborating with renowned food technology experts, including former heads of R&D at companies like Britannia and HUL, Kapiva focuses on sourcing better ingredients, developing convenient product formats, and creating consumer-friendly packaging.

Kapiva’s commitment to innovation extends to ensuring better quality and more convenient products for consumers. For example, the Kapiva Wild Amla Juice is not only made from ripe, yellow Amlas for enhanced nutrition. But also cold-pressed to retain all nutritional content. The juice serves as an easy source of vitamin C and a digestive juice boosting immunity readily available to consume. Each product in Kapiva’s range shares a unique sourcing story, showcasing the brand’s dedication to bringing the best to its consumers.

Kapiva’s USP

Kapiva has carved its niche as the preferred choice for addressing health concerns, distinguishing itself through a robust portfolio of 20 patents dedicated to Ayurvedic solutions and 50+ products from this research. 

This distinctive approach places Kapiva in a league where it competes alongside conventional medical practices. The brand’s commitment to resolving health issues through Ayurveda offers a compelling reason for consumers to choose Kapiva over traditional alternatives.

Marketing and Outreach

Kapiva is on a mission to reach 5 million households and consumers within the next three years. The brand’s strategic marketing initiatives extend beyond borders, as reflected in its wholly-owned subsidiary in the United States, marking a bold move to make Ayurveda accessible globally. Kapiva has positioned itself to cater to the modern Indian consumer’s need for accessible and convenient Ayurveda.

The company follows a direct-to-consumer (D2C) business model. The brand’s success story goes beyond the digital realm; its offline success in Ayurvedic clinics laid the groundwork for scaling rapidly in online markets. Kapiva competes with industry giants like Patanjali, Dabur, and Himalaya, showcasing its resilience and competitiveness.

Digital Presence and Target Audience

One cannot ignore Kapiva’s digital footprint. They have a diverse range of 50+ products available in top online marketplaces like Amazon, Flipkart, Big Basket, and PharmEasy

The brand caters to a diverse target audience, primarily spanning from mid-20s to late 40s. Also, their consumer-centric approach aligns with the changing global perspective on herbal products and Ayurveda as a proactive, holistic health solution.

Kapiva’s Milestones

Kapiva’s grew from a startup to a Rs 50 crore brand in just three years (by 2021). A key milestone includes expanding its presence to 6,000+ general trade outlets across 12 Indian cities. They also have plans to further increase this footprint.

The accolade of being awarded The Economic Times Emerging Consumer Brand of the Year 2020 shows Kapiva’s impact on the industry. Notably, Kapiva crossed the 100 crore mark last year (2022-23) with a total revenue of 116 crores

Future Prospects

As the global Ayurvedic market expands, Kapiva is well-positioned to scale greater heights. The Ayurvedic market is projected to surge from Rs 62,600 Cr. (2022) to a whopping Rs 1,82,400 Cr. (2028). It indicates a remarkable combined annual growth rate of 19.3%.

The brand is backed by prominent investors, including 3one4 Capital, Oyo’s Maninder Gulati, and Marico’s Rishabh Mariwala. Kapiva is expanding its global footprint with a $2 million investment in its US-based subsidiary. And has strategically appointed Nicholas Kelley as CEO of the United States branch.

Moreover, the brand’s collaboration with Bollywood sensation Tiger Shroff and its substantial funding of over $22 million in October 2022, highlights Kapiva’s global outreach. This only highlights their ascent as a leader in the booming Ayurvedic market.


Kapiva has emerged as a guiding light on the journey to embrace Ayurveda in our lives. The Ayurvedic products market has experienced unprecedented growth in recent times. Where, Kapiva’s remarkable achievements, strategic collaborations, and international expansions make it a standout player in this flourishing landscape.

With its diverse range of products, dedication to authenticity, and a mission to bridge tradition with modernity, Kapiva has not only carved a niche for itself but has also become a beacon for those seeking a balanced and holistic approach to wellness. 

Join Kapiva on this transformative journey. Be a part of a community that celebrates the harmony of Ayurveda and modern living. Here’s to Kapiva – a job well done in making Ayurveda accessible, relevant, and indispensable in our everyday lives. Cheers to a healthier, happier you with Kapiva!

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Written by Dr Janani Arvind

Janani Arvind is a Dental Surgeon from Tamil Nadu with 5+ years of clinical experience. Her favourite past time is reading books and writing poetry. Her passion for writing began in her undergraduate days and has 2 years of experience now, writing on Health, Wellness and Beauty-related topics.

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