Kapiva, an Ayurveda brand, has made a strong entry in the U.S. market, where there is a growing demand for its wellness products.
Talking to The Hindu , Ameve Sharma, founder and CEO of Adret Retail Pvt. Ltd., the start-up that owns the Kapiva brand, said there is substantial demand for its products like ghee, juices and edible oils in the U.S.
“If we can service this market, it could account for 50% of our turnover within the next few years against 20% now... it can perhaps become a larger market for us than India,” he said. The products are retailed under the brand name Kapiva — drawn from the three ayurveda doshas — kapha, pitta and vata. Doshas, according to ayurveda, are believed to be the three operating agents present in every human, controlling their mental and physical states.
The two-year-old start-up is targeting a ₹30 crore turnover by this fiscal against ₹20 crore in 2018-19. It markets 90 ayurveda food products (known as functional foods) under five categories — juices, ghee, honey, oil and tea.
“Selling under the brand Kapiva, we do not leverage the over 100-year-old family name, but their retail network,” he said.