The brand making Ayurveda mainstream again might just be Kapiva.

Ayurveda, an ancient Indian system of medicine, is experiencing a resurgence, becoming a sought-after approach in the wellness industry. Several brands are capitalizing on this trend, but Kapiva appears to be a frontrunner in revitalizing and modernizing this traditional practice.

Kapiva's Approach

Kapiva can be regarded as "India's 1st Modern Ayurvedic Nutrition Brand". Founded by Ameve Sharma and Shrey Badhani in 2016, Kapiva has a rich legacy from the Baidyanath Group, using traditional Ayurveda with modern forms of nutrition. The brand offers food-based innovations to help build healthier lifestyles for Indians. Kapiva's name is derived from the three doshas in Ayurveda – Kapha, Pitta, Vata – which, when balanced, promote overall wellness.

A key element of Kapiva’s strategy is to make Ayurveda accessible and convenient for the modern consumer. They focus on selectively sourced, natural functional foods. This approach acknowledges that modern food often lacks the nutritional value it once held.

Market and Growth

The Ayurvedic market in India is substantial, estimated at ₹30,000 crores. Kapiva aims to capture a significant portion of this market, projecting revenues to cross ₹300 crores by 2025. The brand initially gained traction on online marketplaces like Amazon, where the herbal juices category was underrepresented. By capitalizing on this gap, Kapiva acquired a loyal customer base.

Kapiva's reach extends beyond India, with operations in the US and plans to expand to Canada and Europe. This global expansion reflects the increasing worldwide interest in Ayurveda and natural wellness solutions.

Other Key Players

While Kapiva has made significant strides, other brands are also contributing to the mainstreaming of Ayurveda:

• Patanjali: Founded by Baba Ramdev, Patanjali promotes Ayurveda as a lifestyle choice. They have invested heavily in research and development to validate traditional formulations.
• Himalaya Herbals: Himalaya Herbals focuses on natural ingredients and offers a wide range of products. They combine traditional Ayurvedic formulations with modern formats.
• Dabur: Dabur is a household name in India, known for its Ayurvedic products like Chyawanprash.
• Apollo AyurVAID: Apollo AyurVAID is expanding into the Ayurveda product segment with classical formulations and OTC products.

Challenges and Future

Despite the growing popularity of Ayurveda, challenges remain. These include the need for standardization, rigorous scientific evidence, and effective regulatory oversight. Brands like Kapiva and others are addressing these challenges by investing in research, quality control, and transparent practices.

The wellness market in India is projected to exceed $72 billion by 2025. This growth is driven by changing lifestyles, increased health awareness, and a focus on holistic well-being. As consumers increasingly seek natural and sustainable health solutions, Ayurveda is poised to play an even more prominent role in the future of wellness.