Revolutionizing Wellness: Mihir Gadani and Aarti Gill Lead Oziva’s Transformation in the Ayurvedic Industry

In the dynamic landscape of Ayurveda and holistic health, Mihir Gadani and Aarti Gill stand at the forefront of innovation and transformative growth with Oziva. Their strategic prowess has not only propelled the brand to new heights but has also attracted substantial investments, marking a pivotal moment in the evolution of Ayurvedic start-ups.

The recent triumph in Oziva‘s funding journey stands as a testament to Mihir Gadani and Aarti Gill’s vision. The series B funding round, which saw a substantial $12 million infusion, was led by prominent investors, including Eight Roads Ventures, Matrix Partners India, and F-Prime Capital. This funding injection not only validates the brand’s potential but also positions it for further expansion and product diversification, particularly in the vitamins and minerals category.

Oziva’s success is not solely attributed to a digital sales strategy, a common trend among contemporary startups. Mihir Gadani and Aarti Gill have masterfully blended modern methodologies with an old-school distribution network boasting 6,000 outlets across 12 cities. This dual approach ensures that Oziva’s Ayurvedic products reach consumers through various channels, leveraging the strengths of both digital platforms and traditional retail outlets.

Another noteworthy venture in the Ayurvedic realm is Kapiva, co-founded by Ameve Sharma and Shrey Badhani. Ameve Sharma, a third-generation entrepreneur from the venerable Ayurvedic company Baidyanath, has steered Kapiva toward impressive growth. The company witnessed a threefold increase in monthly revenue between March 2019 and March 2020, achieving a robust revenue run rate of ₹80 crore per annum by April 2021.

In January, Kapiva successfully concluded a series B fundraising round, securing a total of ₹80 crore in equity. Led by Vertex Ventures and 3One4 Capital, along with existing investors Fireside Ventures, Sharrp Ventures, and Jetty Ventures, this funding positions Kapiva for extensive expansion and heightened market penetration.

Venture capitalists, including Devang Mehta of Anthill Ventures and angel investor Abhilash K Ramesh from Kairali Ayurvedic Group, express unwavering enthusiasm for Ayurvedic startups. Mehta highlights that Ayurveda startups occupy a strategic intersection between next-gen technology and traditional Indian wellness. The global recognition of holistic wellness using traditional Indian sciences presents a vast and attractive market for investors.

Ashish Venkataramani, Principal at Eight Roads Ventures, emphasizes the sector’s long-term promise, driven by the under-penetration of consumer health and the rapid spread of the internet. Abhilash K Ramesh acknowledges the significant potential within the FMCG category, estimating the Ayurveda and related products market to be in the $5-10 billion range.

Despite the burgeoning success of Ayurvedic startups, challenges persist. The lack of standardization and international licensing norms complicates overseas acceptance and sales. Ameve Sharma of Kapiva recognizes the need for global standards of clinical validation and trials, citing the substantial costs associated with these processes.

Olympian Abhinav Bindra, an investor in Add Veda, remains optimistic about the international potential of Ayurvedic products. He foresees considerable growth in the preventive care sector and underscores the vast scope for the Indian Ayurveda industry to flourish both domestically and internationally.