Bellavita

Bellavita is an Indian beauty and personal-care brand based in Gurugram, Haryana, known mainly for affordable perfumes sold alongside bath-and-body products, cosmetics and skincare. It is owned by IDAM Natural Wellness Pvt. Ltd. [1] and trades online as Bella Vita Organic. The name derives from the Italian phrase for "beautiful life." The company positions itself around value-priced fragrance, summed up in its tagline, "Light on the pocket and heavy on the fragrance."

The brand operates chiefly in India as a direct-to-consumer business, selling through its own website, Amazon and Flipkart, and reaches Nordic shoppers through retailer listings. It remains active, with continued press coverage and reported revenue growth through 2025.

Bellavita grew out of a small salon in Gurugram. According to a December 2025 feature in News24, Anju and Aashima Anand made homemade natural remedies for salon clients using ingredients such as eggs, curd and oils; when customers asked to buy the products for home use, the family decided to turn them into a business. Aakash Anand, who had been working in a marketing job, left it in 2018 to scale the venture full-time. [4] The three are listed as the brand's founders. [5]

The founding date is recorded differently depending on what is being measured. News24 traces an informal salon origin to 2012, while dating the official consumer-brand launch to 2018 — the year Aakash Anand quit his job to build it out. [4] The business database Tracxn also lists 2018 as the founding year. [5] Glowpedia uses 2018 as the brand's founding year, with the 2012 salon activity noted as the earlier, informal predecessor.

In its first year as a consumer brand, Bellavita reported revenue of about Rs 6.4 crore, which the company says grew roughly fivefold the following year. In July 2021 it raised $10 million in a Series A round led by Ananta Capital, a private-equity platform backed by the Taparia family associated with the Famy Care group. [3] In December 2023 the brand moved beyond online sales by opening kiosks in Delhi, its first step into offline retail, and it ran its first IPL cricket advertising campaign around 2023–2024.

Reported revenue figures vary by source and date. News24 described the business as a "Rs 100 crore" brand in its 2025 feature, while Tracxn reported annual revenue of more than Rs 1,000 crore for the financial year ending March 2025. [4][5] Tracxn also lists a headcount of 712 employees as of August 2025.

The brand's legal entity is IDAM Natural Wellness Pvt. Ltd. Its sole disclosed outside funding is the 2021 Series A from Ananta Capital. According to Tracxn, the company itself has not been acquired, and has instead made two investments in other companies, Anveya and Bevzilla. [5]

Bellavita describes its aim as making "luxury perfumes and aromatic bath and body ranges accessible to all at value-driven prices." [1] The brand emphasises gender-neutral products and a cruelty-free stance, stating on its site that no animals are harmed in making them. Its pricing is aimed at the lower end of the market, with much of its fragrance range positioned in the Rs 199–499 band and a customer base concentrated in India's Tier-2 and Tier-3 cities. In the founder feature it is framed as a homegrown challenger to established mass-market fragrance names such as Fogg, Engage and Yardley. [4]

The brand's catalogue spans perfumes for men, women and unisex wear, attars, bath-and-body lines, cosmetics and skincare. Among its most-promoted items are the CEO Man Perfume, the WHITE Oud unisex perfume, the Beast Mode perfume gift set and a Kiss-Proof liquid lipstick. The company says its fragrances are IFRA-certified for safe skin use, use oils imported from France, Spain and Italy, and are formulated to last six to eight hours. [1]

Bellavita has been profiled in Indian business and lifestyle media, including a founder-story feature in News24 and coverage cited from outlets such as YourStory; the brand also lists publications including Hindustan Times and Elle among those that have featured it. The Indian actor Pulkit Samrat has been associated with the brand as an endorser. [6]

Bellavita is an active, India-based direct-to-consumer brand. Its most recent visible activity includes the December 2025 News24 feature and 2025 figures reported by Tracxn covering revenue and staffing. Its operational base and primary market are in India; it appears on Glowjakt through Finnish retailer listings.