Bella Vita Organic raises $10 million from Ananta Capital

Bella Vita Organic, a direct-to-consumer (D2C) personal care brand, has raised $10 million (Rs 74.7 crore) in its first institutional round of funding from Ananta Capital, a private equity platform backed by the Mumbai-based Taparia family of Famy Care Group.

Run by Gurugram-based Idam Natural Wellness Pvt Ltd, offers a range of face, body, and hair care products, as well as ayurvedic makeup.

"This investment will further help us scale our brand & product offerings and continue to be a source of delight for our customers,” said Aakash Anand, founder of Bella Vita Organic.

Aakash Anand founded the company in 2018, and it now has over 55 products, including fragrances and essential oils.

According to the startup, it is on track to surpass Rs 100 crore in annualized revenue run rate. The brand sells on Amazon, Nykaa, Flipkart, Purplle, and other marketplaces in addition to its app and website.

Aakash Anand, founder, Bella Vita Organic, said “We’ve been fortunate to see our customers love our products right since our launch in late 2018, and today we’re elated to see our investors placing their confidence in our young brand. Bella Vita Organic has its genesis in making the best products for our consumers for all their beauty and personal care needs.

Bella Vita Organic has been profitable since its inception, with a portfolio that includes face care, body care, hair care, and soon-to-be-launched Ayurveda-enriched make-up, and plans to continue doing so while stepping up growth with this fund-raise.

Ananta Capital is a sector-agnostic fund that focuses on long-term business partnerships. The fund considers both control and minority transactions. It recently invested in PG Electroplast, a consumer durables manufacturer and provider of electronics manufacturing services.

“We at Ananta have a singular focus on investing in passionate founders who are trying to build large enterprises with a sharp focus on unit economics. Aakash and Bella Vita Organic tick all the boxes for us,” said Lovkesh Kapoor, managing partner at Ananta Capital.

Bella Vita Organic is on track to become the fastest D2C Indian skincare brand to reach Rs 100 crore in annualized revenue run rate in less than three years in business.

Over the last few years, the broader beauty and personal care segment has attracted a slew of investors.
Marico, the maker of Parachute hair oil and Saffola cooking oil, acquired a majority stake in a D2C personal care brand earlier this month.

Bella Vita Organic, or 'The Good Life,' offers handcrafted organic solutions infused with earth's natural elements and ancient skin and hair care practices. Bella Vita Organic impersonates authentic Indian traditional herbs, backed by cutting-edge technology and a legacy of expertise — creating pure, authentic, natural, and eco-friendly products.

They believe in guiding and protecting our customers through our natural and organic products, which are proudly organic and unadulterated, as per their website.

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