Mumbai: Bella Vita Organic, a direct-to-consumer personal care startup, has raised $10 million from Ananta Capital in a Series A funding round. The investor is a private equity platform backed by Mumbai-based Taparia family of Famy Care Group.

Started by Aakash Anand in 2018, Bella Vita Organic manufactures and sells natural skin care, haircare, and wellness products. At present, it has more than 55 products, including a range of fragrances and essential oils, that are sold on major e-commerce platforms as well as its own app and website.

“This investment will further help us scale our brand and product offerings and continue to be a source of delight for our customers,” said Anand in a statement on Wednesday.

According to the company statement, Bella Vita Organic is on track to achieve Rs 100 crore in annualised revenue run rate. The company has been profitable since inception.

Bella Vita Organic joins a list of beauty and wellness brands that have recently raised capital from investors such as
MyGlamm,
Purplle,
Sugar Cosmetics,
Mamaearth,
Juicy Chemistry,
Plum Cosmetics among others.

The pandemic has boosted the business of online-led brands as it has hastened the digital adoption by consumers and led them to increasingly buy these products.

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