News · Healthcare & Life Sciences

Kapiva builds science-backed ayurvedic brand

By Startup Enthusiast · 31 January 2026

What they do

Kapiva sells ayurvedic supplements for wellness, diabetes, heart health and gym nutrition

Founded in 2016, it raised nearly $120 Mn from investors including Fireside Ventures and OrbiMed

It focuses on clinical trials and R&D to attract younger consumers wary of heavy metals

Kapiva was launched as a D2C ayurvedic brand in 2016, with its first products rolled out in 2017.
It initially sold supplements for diabetes and heart ailments through contract manufacturing, later moving to own formulations.
The company opened ayurvedic clinics in Mumbai but shut them down by 2018 due to high costs and limited reach.
It pivoted to an online-first D2C model, selling through its own website, Amazon and Flipkart.
From 2019 to 2021, it hired a dedicated R&D head and built a team of 15-20 researchers.
It began clinical trials including in vitro and in vivo studies, and products now undergo up to 10 levels of testing.
In 2022, it raised a $28 Mn Series C from OrbiMed, which brought global healthcare expertise and DNA fingerprinting.
Last year, it raised a $60 Mn Series D from 360 One Asset and Vertex Ventures to bolster R&D, manufacturing and marketing.

India's ayurveda market is one-fourth of the $40 Bn pharma market, while China's traditional medicine market is a $50 Bn opportunity in an $80 Bn pharma market.
India's ayurveda lacks rigorous evidence-based scientific research, and heavy metals in ayurvedic drugs exceeding safe limits put off younger consumers.
Younger consumers prefer quick relief, while ayurveda demands time and patience.
India's D2C market is a $100 Bn opportunity with over 50,000 digital-first brands, and India has 427 Mn ecommerce users.

Kapiva sells ayurvedic supplements across wellness, diabetes care, heart health and gym nutrition.
It sells through its own website, Amazon and Flipkart.
Products undergo up to 10 levels of testing, and clinical trials and certifications are mentioned on packaging.
Revenue in FY25 was INR 342 Cr, and it targets INR 600 Cr in the current fiscal.
Since FY23, revenues have nearly doubled every year, driven by repeat consumption.
Losses are narrowing to single digits.

Fireside Ventures (existing) — First institutional investor in Kapiva.
3one4 Capital (existing)
360 One Asset (existing) — Led the Series D round last year.
Vertex Ventures (existing) — Co-led the Series D round last year.
OrbiMed (existing) — New York-based healthcare-focused investor; led the Series C round in 2022.

Product: D2C ayurveda brand
Customers: Consumers seeking evidence-based ayurvedic nutrition and wellness products
How it makes money: Direct-to-consumer brand selling ayurvedic supplements, gummies and skincare online
What sets it apart: Modern positioning of ayurveda with clinical validation and wide retail reach