We are dwelling in a time in which dangerous way of life and meals picks are easy to succumb to. Consumers are exposed to bad food and dangerous substances, if not willingly via bad choices, then unknowingly via adulteration in food products, especially in a large marketplace like India. Add to this troubles consisting of pollutants and pressure-associated life-style diseases, you can see why deadly diseases are on the upward thrust today.
The World Health Organisation (WHO) has diagnosed non-communicable diseases — which include diabetes, cancer and cardiovascular illnesses — as one of the ten threats to international health in 2019. The primary elements attributed to the rise of these are the increase in the use of tobacco, lack of physical health, abuse of alcohol and other materials, unhealthy diets and multiplied air pollutants. These sicknesses are collectively responsible for over 70% of all deaths globally.
Such threats have, in turn, led to the inception of numerous startups operating to fulfill the goals of the WHO and the United Nations (UN). In India, most startups are that specialize in presenting fitness or exercising solutions for weight reduction, providing nutrients pointers and recipes, however there are also some which are trying to bring all-natural, ayurvedic alternatives to Indians to allow healthier dwelling. Mumbai-based totally Kapiva is doing precisely that with its range of merchandise developed on the ideas of ayurveda.
Kapiva was founded in 2015 by using Ameve Sharma, who was later joined by Shrey Badhani as a cofounder, because of the important position that ayurveda has performed in both their lives. While Badhani got introduced to it owing to chronic health problems for the reason that age of 4, Sharma is the scion of the 100-12 months antique Baidyanath Group, a famend organisation in the ayurveda space. Kapiva’s vision is to no longer most effective to offer ayurveda-primarily based vitamins products, however also to bring stability into purchasers’ lives through these products.
Kapiva Believes Ayurveda To Be The “Mother Of All Healing”
The call Kapiva is derived from the 3 doshas or faults within the human body according to the ideas of ayurveda – Kapha, Pitta, Vata. When those doshas are in a balanced nation within the body, it consequences in holistic health and well being for an character. “People see ayurveda as a curative answer, however in truth, it’s miles extra about keeping the frame in balance,” says Sharma.
The startup pursuits to provide a healthful opportunity to all and sundry’s needs, be it through meals or splendor merchandise. With production in Jodhpur and Kolkata, Kapiva resources substances for its products from numerous places, relying on the product itself.
It focuses especially at the metro or Tier 1 cities in India for income, which have a higher incidence of ailments from air pollutants and adulteration. Kapiva merchandise attraction most to folks who take pleasure within the Indian traditions of food and health, and are inclined to experiment with products which can be natural or sourced in keeping with ayurvedic concepts.
There are a whole lot of names within the marketplace for herbal ayurvedic products and all of them claim to have the most actual merchandise. There is, hence, lots of confusion among consumers as to which products are pleasant applicable for them.
Kapiva units itself apart due to the particular sourcing and manufacturing story of all its products. Its hyperlinks to Baidyanath Group have ensured that it has get right of entry to to the high-quality farm produce and organic elements. Its most important focus is on great manage and sustainability. Its strategy for the former is production merchandise in small batches, even as it guarantees sustainability by using tying up at once with small farmers and presenting top credit terms.
“In our entrepreneurial adventure up to now we’ve got learnt that having the proper crew with the right focus could be very essential. We have consistency in our execution, and our customers respect that Kapiva’s attention on purity and fine in sourcing of substances has no longer deterred in any respect,” Badhani provides.
The Industry Landscape
With developing urbanisation and converting life-style, the ayurvedic market in India is already seeing a number of growth and funding possibilities. This phase is poised to grow at a CAGR (compound annual boom rate) of around sixteen% over the next decade. With the marketplace for pure, natural merchandise increasing swiftly, quite a few startups have started entering this area, including The Ayurveda Experience, The Vaidya’s etc. Then there are of route giants such as Dabur, Patanjali, Himalaya, and Sri Sri.
Having a robust purchaser base not just in India, but distant places as well, Kapiva too has turn out to be a famous emblem both on line and within the modern-day exchange.
To be as much as par with the marketplace’s boom, Kapiva follows an omnichannel income approach with its products available in over 2000 stores in 10 towns. It also has a totally robust presence on-line through its own website and marketplaces inclusive of Amazon, Big Basket, 1mg, Medlife, Q-Trove and others. The startup is in addition working on increasing its distribution thru all channels is a assignment which Kapiva remains operating on.
