Kapiva, a homegrown D2C brand today released insightful statistics on the consumption patterns of immunity juices in India. The statistics throw light on how Indians took to immunity-boosting products, with juices being the focus, in the first half of 2021. In the same period, Maharashtra (31%), Karnataka (10%) and Delhi (10%) became the major contributors to the category. In fact, non-metro cities registered a 22% growth in demand (50% in April 2020 to 72% in April 2021) further showcasing increased interest.
Kapiva aims to cater to this demand by offering millennials everyday Ayurveda in a convenient manner, within the comfort of their homes, potentially solving for the Ayurveda industry that stands at a massive Rs 30,000 crore. As per the data, while the months of March and April 2021 saw major traction for immunity, healthy foods as a category have been growing tremendously as people seek to actively be healthy rather than treat illnesses later. While Delhi registered maximum growth in sales of immunity juices (2 folds), Mumbai and Bangalore followed close with 1.3 folds and 1.2 folds growth, respectively. In the same months, Tier 2 cities registered a 3 folds average monthly growth in demand. The cities were namely - Lucknow, Thane, Jaipur, Nagpur, Kanpur, Indore, Guwahati, Vadodara, Ludhiana, Patna, Dehradun, Ranchi, Varanasi, Meerut, Raipur, Agra, Jamshedpur, Mohali and Allahabad.
Elaborating further, Ameve Sharma, Co-Founder, Kapiva, said, “At Kapiva, we want to empower Indians to live a holistic lifestyle. By integrating Ayurveda into their everyday lives, we want their every meal to be nutritious and immunity-building. While the numbers are exciting, what makes us happy is to see the change in behavior. Young India’s inclination towards a conscious lifestyle and the demand for Ayurveda from smaller cities further reinstates our belief in the potential of the industry in India.”
Dr Anand R Dwivedi, Ayurvedic practitioner with 33 years of experience and Consulting Doctor at Kapiva, said, “Ayurveda has always been an enabler for people - guiding them to live a holistic life. It offers solutions that can be incorporated into the day-to-day routines. Immunity is one of the pivotal things that Ayurveda has been solving for ages. However, most of us only realized its paramount importance as the pandemic hit us. This led to an increased inclination towards ayurvedic products. It is a welcome change. I would wish for people to continue to make Ayurveda a part of their everyday life. It is only then that it will yield the desired results.”
The data also showcased how young India is leaning towards Ayurveda. Millennials in the age group 25-34 bought maximum immunity juices (39%). This was followed by the age group 35-44 (24%). The data suggests that approximately 1.5L searches per month were made for Ayurveda ingredients like Amla, Giloy, Tulsi Drops and Chyawanprash. The gender-wise comparison showed that 61% of males over 39% of females bought immunity juices.