Kapiva

Positions itself as "India's 1st Modern Ayurvedic Nutrition Brand" offering "food-based innovations to help build healthier lifestyles."

Three core commitments: "Natural is good" (natural/organic products), "Here for your health" (ancient Ayurvedic knowledge backed by modern science), and "No shortcuts" (ingredients sourced in their purest form).

"Our amlas are ripe-yellow, our wheatgrass arrives only on the 8th day of harvest and our aloe vera juices are fresh born 4 hours old."

Consumers are "typically in their mid-20's to late 40's, residing in Metros, Tier 1, and Tier 2 cities."

Target consumers "who take pride in the Indian traditions of food and wellness," concentrated in metro and Tier 1 Indian cities.

Offers a "free 15 min session with certified practitioners and doctors" for personalized Ayurvedic guidance based on individual constitution and mind-body balance.

Direct-to-consumer platform sales as part of an omni-channel D2C strategy.

Sells via Amazon, Flipkart, Big Basket, Nykaa, and other online marketplaces.

General Trade and Modern Trade outlets; company has a reach of about 40,000 stores across India.

Overseas subsidiaries currently generate 5-10% of Kapiva's revenue.

Emphasis on ingredient freshness, e.g. "our amlas are ripe-yellow, our wheatgrass arrives only on the 8th day of harvest and our aloe vera juices are fresh born 4 hours old."

Focus on "sourcing better ingredients, convenient product formats, and consumer-friendly packaging" across a portfolio of 50+ products.

Advertising/promotional spend rose 53% to Rs 188 crore in FY25 (from Rs 123 crore in FY24) to drive revenue growth.

R&D team includes "former heads of R&D at companies like Britannia and HUL," focused on sourcing better ingredients, product formats and packaging.

Manufacturing facilities in Jodhpur and Kolkata.

Founder Ameve Sharma is "the scion of the 100-year old Baidyanath Group," lending Ayurvedic heritage credibility to the brand.

Present in top cities through traditional retail and modern trade outlets "such as Reliance Retail and Nature's Basket."

Backed across rounds by Fireside Ventures, OrbiMed / OrbiMed Asia, Vertex Ventures, 3one4 Capital, 360 ONE Asset and Vertex Growth.

Direct-to-consumer platform sales of ayurvedic nutrition products (juices, ghee, honey, capsules, gummies, teas, oils).

Sales through Amazon, Flipkart, Big Basket, Nykaa and other online marketplaces.

Revenue from General Trade and Modern Trade retail outlets across India's top cities, part of an omni-channel FMCG sales model.

Advertising and promotional expenditure rose 53% to Rs 188 crore in FY25, from Rs 123 crore in FY24 — the biggest driver of Kapiva's widening losses.

Total expenses rose 44% to Rs 418 crore in FY25 from Rs 290 crore in FY24; the company spent Rs 1.22 to earn a rupee of revenue in FY25 (vs Rs 1.27 in FY24).