Wharton graduate Nicholas comes with in-depth knowledge and expertise in the healthcare industry

In recent years, the global market for herbal supplements has experienced significant growth, driven by increasing consumer awareness of the potential health benefits offered by natural remedies. As more individuals seek alternatives to conventional medicine, the demand for high-quality herbal supplements has skyrocketed.  Market research and studies from Nutrition Business Journal reveal that the projections estimating the value of the herbal supplements industry stand at a remarkable $40 billion market. 

Responding to this growing trend, Kapiva is thrilled to announce its strategic expansion plans in the market. A homegrown D2C brand empowering consumers with modern, accessible, and everyday Ayurveda, Kapiva is strengthening its presence in the United States with the strategic appointment of notable industry veterans Nicholas Kelley as Chief Executive Officer and Maria N. Lacher as the Chief Marketing Officer. With a strong consumer base of half a million, Kapiva aims to introduce modern ayurveda to households across the globe to improve their daily wellness quotient. 

With 15 years of rich experience as an entrepreneur, CRO, and CEO, prior to Kapiva, Nicholas has scaled three mission-driven health and wellness startups including DripDrop Hydration, Northern Quinoa Production Corporation, and Alive & Radiant Foods. A graduate of Wharton, he is also a former CFA charterholder. In his new role at Kapiva, Nicholas will be leading the US Business as its CEO and spearheading the overall brand operations in the US.

Maria, a skilled brand marketer and seasoned businessperson, is dedicated to the health and wellness sector. She formerly worked on projects for JP Morgan, The Clorox Company, Schiff Nutrition, Latcher Ventures, and Pecto Health and Wellness, where she oversaw marketing for the $1.4 billion portfolio of owned brands. With 17 years of experience and a finance degree from The Wharton School, she has played a key role in putting strategies for a variety of businesses and difficulties into practice. Her primary areas of expertise are cross-functional team leadership, product innovation, marketing initiatives, and category management. Overall, she will be responsible for boosting Kapiva’s presence in the US market through targeted marketing strategies, customer acquisition, and revenue growth.

On the appointment, Nicholas Kelley, Chief Executive Officer 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. He added, "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 honoured to be a part of Kapiva’s mission and excited about the positive impact that we can create.”

Maria N. Lacher, Chief Marketing Officer, 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." 

Commenting on the appointment, 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." 

Kapiva has witnessed 7.5x growth over the last 3 years. The brand has amassed a global revenue of INR 100 Cr in a span of three years. For its innovative approach to Ayurveda, Kapiva was recognized by the Honourable Prime Minister Narendra Modi on the 87th episode of Mann Ki Baat. 

Over the next three years, Kapiva aims to achieve a combined revenue of INR 600 Cr from both the Indian and global markets. With a strong presence in India and successful expansion into international markets, the brand wants to continue on the path to sustainable growth. Looking ahead to the next five years, the goal is to double their combined revenue to reach around INR 1200 Cr. by leveraging their expertise in Ayurveda, expanding their product portfolio, and nurturing strategic partnerships. Kapiva is committed to drive success and establish themselves as a prominent player in the global wellness industry.