Mumbai: Growth marketing and analytics company ET MediaLabs has announced its collaboration with Kapiva, a modern Ayurvedic D2C nutrition brand. The association will strengthen Kapiva’s performance branding services with an aim to build awareness and eventually amplify and retain the loyal customer base for the brand, it said in a statement.

Alongside the multiple categories, Kapiva has it is now growing and has forayed into the ingestible skin foods category with its latest product: Skin Foods Glow Mix, a plant-based supplement in a ready-to-go convenient sachet. 

“We are glad to have achieved a steady rate of growth. However, to cross the chasm and to become a household name, we will first need to reach the right audience with the right messaging," said Kapiva COO Shantanu. "We look forward to leveraging the power of performance branding and its impact in driving sustainable growth to our business. We hope to benefit from ET Medialabs’ knowledge in reaching the right audience using branding campaigns for Kapiva Skin Foods - Glow Mix.”

Kapiva has recently roped in Malaika Arora as its brand ambassador and strategic investor. She will also be seen promoting Kapiva Skin Foods in brand campaign ads and digital films.

“The brand intends to provide its consumers with modern and accessible Ayurvedic nutrition and therefore is revolutionising the category," remarked ET MediaLabs founder Raghav Kansal. "Our goal for Kapiva is to build strong brand awareness in the minds of consumers, and to serve larger business objectives like high NCAs at lower costs.”