Anveya Living raises INR 8 Cr in its seed round with Rukam Capital


February 2022

Anveya Living Private Limited, the company behind premium beauty and personal care brands Anveya and ThriveCo, has raised INR 8Cr from Rukam Capital in its seed round. The company plans to use the capital to further research and development, enter new categories and markets, and to build the team to power further expansion. 

Founded by Vivek Singh (ex-SVP Marketing at FirstCry) and Saurav Patnaik (ex-cofounder at Kenscio) in 2018, the company aims to close the large gap between much-coveted international beauty brands and beauty offerings in the Indian market.

“The D2C movement was a disruption for the consumer industry. We’re taking it to another level by working to disrupt the D2C segment itself, by breaking some of the long-standing assumptions in the traditional FMCG and D2C industry. And in the process, customers are loving our honest, uncompromising and straight-talking brands,” said Vivek Singh, Co-founder and CEO of Anveya Living. 

Archana Jahagirdar, Managing Partner, Rukam Capital says, “Customers are far more aware, conscious and demanding today than they have ever been. This is fuelling the high demand for quality beauty and wellness products. We are very excited to partner with Anveya. The team’s obsession with customer experience – both on the product & eCommerce front – has resulted in impressive love from the discerning customers of today. Their upcoming launches will continue to excite customers, and we’re thrilled to be a part of the journey”. 

Now a buzzword in the industry, Anveya Living ventured into the multi-brand strategy very early on. Its first brand, Anveya, launched in early 2019 is a premium beauty brand delivering hair and skin care solutions through natural active ingredients. Its second brand, ThriveCo, launched in 2020 focuses on providing solutions for deep skin and hair-related causes. Both brands are clean labels and do not use parabens or sulfates and are 100% transparent about their ingredients. The company also boasts of launching Anveya Curls, one of the first ranges exclusively dedicated for curly hair – a customer segment overlooked by the traditional market. 

“Our brands are pushing the frontiers of the beauty and personal care space in India with our no-compromise formulations. We want to see Indian beauty brands become the most cutting-edge and respected brands both domestically and internationally,” says Saurav, Co-Founder and COO. 

While Anveya and ThriveCo are present on major marketplace platforms like Amazon, Flipkart, Nykaa and others, the company generates the majority of its sales from its own ecommerce stores and On its own stores, Anveya Living maintains an ingredient directory where customers can read all about the ingredients used in their products. Going forward, the company will continue to bet on creating a direct channel with customers.