As Fireside exits its investment in Kapiva, my mind goes back to 2018, when I first sat down with Ameve and Shrey to understand the business they were building. Their ambition was bold: to make Ayurveda relevant for the modern Indian consumer- in form, function and language. Having spent a few years at Dabur, I knew first-hand the deep connect Indians have with Ayurveda, and I felt that if they could execute on their vision, the opportunity was immense. And moreover, with his Baidyanath heritage, Ameve brought both credibility and conviction to this mission.
Even the name — Kapiva — reflected this intent, derived from the three doshas at the heart of Ayurveda: Kapha, Pitta and Vata. The business started with the launch of juices — Amla, Aloe Vera, Giloy, and more — crafted with care in sourcing, processing, and nutrient preservation. I still remember being poured a shot of their Amla juice. Unlike the muddy-brown versions the market was used to, Kapiva’s was crisp and pink-hued, refreshing to taste, striking in its sensory differences. It wasn’t just another product; it was a signal of intent — that Ayurveda could be reimagined for a new generation.
Early challenges and hard resets
In the early months, Kapiva encountered the inevitable hurdles that come with building something new. By early 2019, offline distribution issues had surfaced. A joint market visit with the founders and Fireside revealed the underlying problem: the sales system lacked focus and discipline. Sales reps were managing only a few productive calls each day. The channel was clogged with products that weren’t moving, stock rotation had stalled , creating a serious squeeze on cash flow.
It was an inflection point in many ways. Together, we agreed to reset the offline business — pulling back inventory, writing off some receivables, and streamlining the sales team to concentrate on a few priority markets. Painful in the short term, this reset gave Kapiva the clarity to rebuild in many ways. Offline expansion since has been gradual with a sharp eye on receivables, retail assortment and inventory in the channel. At the same time, the team launched their D2C platform and doubled down on Amazon — both moves that quickly gained traction and proved to be pivotal in shaping the next phase of growth.
This phase also marked the beginning of a deeper brand repositioning. The original packaging wasn’t doing justice to the vision, so the design was completely overhauled- to create packaging that looked modern, explained the benefits clearly, and projected quality.
More importantly, consumer research shifted the lens. Instead of “selling Ayurvedic juices,” Kapiva started thinking consumer out: Why are consumers buying? What outcomes are they seeking? What everyday health concerns can Ayurveda help address? The answers — immunity, gut health, diabetes, digestion — became the anchors, replacing product thinking with consumer use case focus. It was a powerful shift that widened the canvas for Kapiva and laid the foundation for the brand we see today, with solutions that now span diabetes, men’s health, heart care, and more.
Riding the pandemic wave
When COVID hit, Kapiva found itself at the centre of an unexpected surge. A high-profile endorsement of Giloy juice as an immunity booster sparked a nationwide run on the product. Kapiva’s sales spiked dramatically, attracting attention from new investors.
But alongside the momentum came caution: what happens when the immunity wave subsides? Here again, the resilience of the founders showed. By having already broadened their portfolio around multiple use cases, Kapiva was able to hold ground even as Giloy demand softened. Growth flattened temporarily, but it did not collapse. The business had legs beyond a single use case.
Building for scale
As Kapiva began to find its footing, the challenge was no longer proving the idea but preparing the company for scale. Ameve and Shrey leaned into this next phase with the same clarity that had defined their earlier pivots. They knew that building a modern Ayurveda brand wasn’t just about great products — it also meant building an organisation that could carry the weight of their ambition.
As the business scaled, Kapiva strengthened its leadership bench — bringing in experienced professionals to oversee finance and revenue, and instilling sharper discipline in areas like marketing and governance. Around this time, Shrey chose to step back from an operating role. We respected his decision, though with regret, given the integral part he had played in shaping Kapiva’s early journey.
Through these transitions, our role at Fireside remained that of an involved partner — making introductions, sharing playbooks, supporting the growth of their D2C and marketplace businesses, and offering an informed perspective when difficult decisions had to be made.
What struck us most during this phase was the founders’ openness: their ability to absorb feedback, act quickly, and recalibrate without losing sight of their larger purpose. That rare mix of conviction and humility has been central to Kapiva’s ability to grow from a young challenger into one of the most recognised wellness brands in India today.
Looking forward
Kapiva’s journey is still very much in motion, but what Ameve has already built is extraordinary. The brand has demonstrated that Ayurveda can be more than a legacy practice — it can be modern, aspirational, and truly consumer-first. With the launch of a R&D centre, Kapiva is adding further muscle to this vision — strengthening its commitment to quality, initiating clinical trials, and developing the next generation of products that will carry modern Ayurveda into the future.
For us, it has been a privilege to walk alongside Kapiva on this journey — to be with the team not only in times of momentum, but also through the tougher calls that shape a business. Our role has simply been to support Kapiva with the capabilities, knowledge and experience we’ve built at Fireside, and to put our core values of Founder First and One Fireside into action in support of the Kapiva team.
As Kapiva steps into its next chapter, we look forward to watching, with a deep sense of pride, as the brand continues to redefine wellness for India and beyond.
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