The global market for herbal supplements has experienced significant growth in recent years, driven by increasing consumer awareness of the potential health benefits provided by natural remedies. As more individuals actively seek alternatives to conventional medicine, there has been a surge in demand for high-quality herbal supplements. According to market research and studies conducted by the Nutrition Business Journal, the herbal supplements industry is expected to reach an astounding market value of $40 billion.
Taking note of this expanding trend, Kapiva is thrilled to announce its strategic plans for market expansion. Kapiva, a domestic direct-to-consumer brand that promotes accessible and contemporary Ayurveda, is strengthening its presence in the United States through the strategic appointments of industry veterans Nicholas Kelley as Chief Executive Officer and Maria N. Lacher as Chief Marketing Officer. With a robust consumer base of half a million, Kapiva aims to introduce modern Ayurveda to households worldwide, thereby enhancing their daily wellness.
Nicholas brings over 15 years of rich experience as an entrepreneur, Chief Revenue Officer, and CEO to his role at Kapiva. Throughout his career, he has successfully scaled three mission-driven health and wellness startups, including DripDrop Hydration, Northern Quinoa Production Corporation, and Alive and Radiant Foods. With a proven track record of driving growth and innovation, Nicholas has demonstrated his ability to navigate the competitive landscape and propel companies to new heights. His educational background includes a degree from Wharton, known for its prestigious business programs, and he has also earned the distinction of being a former CFA charter holder. As the CEO of Kapiva’s US operations, Nicholas will leverage his extensive expertise to lead and oversee the brand’s overall operations in the country, positioning Kapiva for continued success in the dynamic herbal supplements market.
Nicholas Kelley, CEO at Kapiva, said, “Herbal supplements have gained worldwide recognition as a global phenomenon, driven by the increasing focus on holistic wellness. I am glad to join Kapiva- a company that has recognized the immense potential and is redefining traditional science with a modern twist. Their innovative thinking and in-depth understanding of consumers is truly exceptional. With our innovative thinking and in-depth understanding of consumers, we aim to become not just India’s but one of the leading global herbal and Ayurvedic brands. Together, we are dedicated to making Ayurvedic practices a seamless part of people’s lives, empowering them to achieve holistic wellness. I am honored to be a part of Kapiva’s mission and excited about the positive impact that we can create.”
Maria, a skilled brand marketer and seasoned businessperson, brings a profound dedication to the health and wellness sector. Throughout her impressive career, she has worked on notable projects for esteemed companies such as JP Morgan, The Clorox Company, Schiff Nutrition, Latcher Ventures, and Pecto Health and Wellness. At Pecto Health and Wellness, Maria successfully managed the marketing activities for a portfolio of owned brands worth $1.4 billion.
With a remarkable 17 years of experience under her belt and a finance degree from The Wharton School, Maria excels in various areas, including cross-functional team leadership, product innovation, marketing initiatives, and category management. Her expertise allows her to navigate complex business landscapes with ease, consistently driving results.
Now, Maria’s primary focus lies in enhancing Kapiva’s presence in the US market. Leveraging her skills, she aims to implement targeted marketing strategies, drive customer acquisition, and foster revenue growth for the brand. Maria’s unwavering passion for the health and wellness sector, combined with her exceptional track record, positions her as a valuable asset in Kapiva’s pursuit of success in the highly competitive market.
Maria N. Lacher, CMO, Kapiva, said, “I am elated to be a part of the Kapiva family and contribute to simplifying Ayurveda for global audiences. From brand building, I am looking forward to making Ayurveda and Kapiva appealing to the US market, implementing strategies with target-oriented campaigns, and bringing innovation in the product category.”
Ameve Sharma, Founder of Kapiva, said, “We are excited to expand our teams and tap into newer markets. Nicholas and Maria joined us as pillars when the market opportunity was immense in the United States. They bring a breadth of leadership experience and have been instrumental in driving growth and managing healthcare brands. We look forward to improving health by unleashing the power of holistic wellness with Kapiva.”
Over the past three years, Kapiva has experienced an astounding 7.5x growth, marking a significant milestone for the brand. During this time, the company has achieved a remarkable global revenue of INR 100 crore. This exceptional growth can be attributed to Kapiva’s innovative approach to Ayurveda, which has garnered recognition from esteemed figures, including the Honourable Prime Minister Narendra Modi. In fact, Kapiva’s dedication to advancing Ayurvedic practices earned them a special mention on the 87th episode of Mann Ki Baat, a testament to their impactful contributions in the field.
Kapiva has set ambitious targets for the upcoming three years, aiming to achieve a combined revenue of INR 600 crore from both the Indian and global markets. Building on their strong presence in India and successful expansion into international markets, the brand is determined to sustain its growth trajectory. Looking even further into the future, Kapiva’s vision extends to the next five years, with a goal to double their combined revenue to approximately INR 1200 crore. To accomplish this, Kapiva plans to leverage its expertise in Ayurveda, expand its diverse product portfolio, and foster strategic partnerships. By executing these initiatives, Kapiva is committed to driving success and solidifying its position as a prominent player in the global wellness industry.
