Growing affinity towards Ayurveda in 2022, millennials hop on the bandwagon: Kapiva Consumer Health Survey
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Ayurveda is the new vogue amongst millennials in 2022, reveals Kapiva Health and lifestyle survey
- Lucknow faces hair & gastric concerns the most, while Kolkata deals with stress
- Women are more prone to hair issues while married people deal with digestive issues the most
- Close to 90% people believe that Ayurveda has no side effects
- 4 out of 5 believe that Covid has increased their willingness to embrace Ayurveda
National, 16th Feb: Kapiva, a homegrown D2C brand empowering Indian consumers with modern, accessible, and everyday Ayurveda, released a 2022 health and lifestyle survey in collaboration with CrownIt, a trusted market research platform. The survey conducted across 10 cities including Mumbai, Delhi NCR, Bengaluru, Hyderabad & Kolkata revealed that 88% of the people amongst the age group of 25-45 are facing one or other lifestyle issues such as digestion, acne, hair fall, weight management or stress with an average of 3 issues per person. In fact, 9 out of 10 people suffer from one or the other health-related issues.
The results also revealed that there’s a significant uptick (95%) in the awareness and adoption of Ayurveda in the aftermath of the pandemic. 4 out of 5 believe that Covid has increased their willingness to embrace Ayurveda. They believe that an easy-to-use format that can fit in their daily lifestyle will increase the usage of Ayurvedic products in life. In fact, close to 90% people believe that Ayurveda has no side effects.
According to the survey, while Lucknow is majorly dealing with hair and digestion concerns, Mumbai is facing skin and weight management issues and Kolkata is dealing the most with stress. Critical illnesses like blood pressure, cholesterol, blood sugar/diabetes, liver health issues, and heart disease are directionally higher in top metros and among heavy smokers and drinkers. Interestingly, digestive issues are more common in married people vs others. Women are more prone to hair and skin issues and for the same, they prefer ayurvedic solutions.
Ameve Sharma, Founder - Kapiva, said, “Lifestyle issues are very common these days amongst millennials but it is crucial for us to understand the root cause and the depth of the impact to solve it. With this survey, we want to help millennials realize the potential of Ayurveda and how easily they can adopt it in their daily routines for a better lifestyle. We want to enable them to break through stereotyped perceptions of Ayurveda and are happy to see that a majority of people have already started taking their steps towards it. Our endeavor would be to keep innovating our offerings and make them as convenient to use as possible to drive widespread adoption.”
Kapiva’s brand ambassador and investor, Malaika Arora, said, “The pandemic changed our lifestyle in numerous ways. If we look closely, we can see its impact on both our physical and mental health. I strongly believe that we can all take proactive steps for a holistic lifestyle and to achieve that Ayurveda is my go-to solution. It is exciting to see people adopt this practice and I want to do my bit in encouraging more people to try it by helping Kapiva further its vision.”
Kapiva recently roped in Malaika Arora as the brand ambassador and strategic investor. She has partnered with the brand showcasing her trust towards Ayurveda and Kapiva’s product solutions across various lifestyle issues faced by millennials. Kapiva, Series-B funded startup, has witnessed a GMV of over 100 crores and has raised over 110 crores led by investors like Vertex ventures, Fireside, and 3one4 capital.
About Kapiva:
Kapiva is a modern ayurvedic nutrition homegrown D2C brand making Ayurveda simple, modern, and accessible for everyone and enabling everyday wellness. They are on a mission to make Ayurveda a part of people’s daily life. It offers authentic and nutritious products using the research and science-backed Ayurveda, and the finest ingredients available. Kapiva has been a disruptor in the Ayurvedic industry by introducing innovation in the product formats that can be easily integrated into people's daily diet and is also India’s first brand to launch super grain mixes.
Funded by Fireside Ventures, Madhu Kela, GITS Foods, and the recent Series-B funding led by Vertex Ventures and 3One4 Capital, the startup has witnessed 10x growth over the last 30 months. Kapiva offers an innovative range of products that is popular across E-Commerce platforms and is also present on-ground in 6,000+ stores across the country. The company has been awarded the Emerging Consumer Brand of the Year 2020 by ET Brand Equity, Preferred Modern Ayurvedic Nutrition Brand 2020 by ET Industry Leaders MSME West & Best Nutrition Brand 2020 by CMO Asia. Website: www.kapiva.in
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