Aakash Anand, founder, and CEO of Idam Wellness said in a statement that the acquisition gives the company an entry to enhance its reach in providing ayurvedic solutions for pets and their well-being. The financial details of the transaction were not disclosed.

Post the acquisition, Petveda, founder, Kamakshi Kumar, will remain in her position as its founder and CEO. The company will continue to develop pet care solutions while also launching a range of supplements for pets.

Before founding Petveda, Kumar worked with KLM airlines for four years and at Mizuho Corporate Bank for nine years.

“When humans have the choice to opt for chemical-free products, our voiceless furry friends should have natural and Ayurvedic health care and grooming solutions too,” said Kumar.

Bella Vita Organic was launched in 2018 by Anand. Earlier in July this year, the company raised $10 million (Rs 74.7 crore) in its first institutional round of funding from Ananta Capital, a private equity platform backed by the Mumbai-based Taparia family of Famy Care Group.

The company has over 55 products including a range of fragrances and essential oils. It claims to be on track to cross Rs 100 crore in annualized revenue run rate. Apart from its app and website, the brand sells on Amazon, Nykaa, Flipkart, Purplle, and other marketplaces.

There have been a few deals activity in the per care space in the past years.

For instance, just in August, Heads Up For Tails (HUFT) raised Rs 277 crore ($37 million) in a Series A funding round led by Verlinvest and Sequoia Capital India.

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The investor is a private equity platform backed by the Mumbai-based Taparia family of Famy Care Group. Started by Aakash Anand in 2018, Bella Vita Organic manufactures and sells natural skincare, 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 annualized revenue run rate. The company has been profitable since its 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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