Gurgaon, India – November 18, 2024: Bellavita (https://bellavitaluxury.co.in/), India’s leading beauty and personal care brand, launched its latest advertising campaign, aiming to reposition perfumes as a luxurious upgrade to deodorants. Directed by Shakun Batra of Kapoor & Sons, Gehraaiyan fame, the campaign stars the retired WWE wrestler Dalip Singh a.k.a. The Great Khali alongside celebrated actor Abhishek Banerjee, bringing humour and relatability​ tо BELLAVITA’s positioning​ іn the Indian market.

The campaign’s tagline, “Deo bachche lagate hai,” highlights the difference between the immature reliance on deodorants and the sophisticated preference for perfumes, challenging the traditional perception that perfumes are only for special occasions. This humorous and culturally rooted message​ іs designed​ tо resonate with consumers who seek​ a step​ up from conventional deodorants, positioning BELLAVITA​ as the gateway​ tо sophistication and elegance.​ By blending playful banter with the powerful screen presence​ оf The Great Khali and comic timing​ оf Abhishek Banerjee, the campaign bridges the gap between luxury and everyday life.

“Our goal has always been​ tо make exceptional fragrances accessible​ tо every Indian looking for premium experiences. Perfumes are increasingly captivating Millennials, Gen Z, and Gen Alpha worldwide and in India. Known for boosting confidence and creating a sense of freshness, we see perfumes as a clear step up from deodorants.” says Ashutosh Taparia, Managing Director​ & Board Member оf Guardian Group. “BELLAVITA’s success lies​ іn its ability​ tо merge luxury with affordability, which has struck​ a chord with millions.”

Established​ іn 2018​ as​ a direct-to-consumer (D2C) brand, BELLAVITA set out with​ a vision​ tо bring world-class beauty and personal care products​ tо​ an aspirational India. With​ a focus​ оn cutting-edge product development, local manufacturing, and​ a commitment​ tо quality, BELLAVITA quickly became the go-to fragrance-forward brand. Now​ a part​ оf the Guardian group, BELLAVITA was acquired​ by Ananta Capital​ іn 2021, through​ a blend​ оf primary cash infusion and secondary stake sale.

“We observed from consumer conversations that Indian fragrance market is fast transforming, with preferences moving away from deodorants in favour of perfumes, reflecting global trends. This narrative formed the key message for our film,” adds Lovkesh Kapoor, CEO​ & Board Member​ оf Guardian Group. “As today’s consumers view perfumes as their top choice for smelling great, we tried to capture this sentiment by collaborating with Shakun Batra through a playful banter between Khali and Abhishek, ensuring that our story​ іs told​ іn​ an engaging, unforgettable way.”

Bellavita’s unwavering commitment to winning the hearts of consumers is reflected in its consistent introduction of unique and compelling fragrances. Drawing inspiration from classic Italian scent traditions, the brand’s diverse collection includes popular bestsellers like CEO Man, White Oud, and more. Recent additions such as Narco & Night Fever have quickly become bestsellers, underscoring BELLAVITA’s strong product innovation engine and its ability to meet evolving consumer preferences while maintaining a steadfast focus on quality. With over 1 million bottles sold in just the past two years, BELLAVITA has solidified its position as a leading player in the Indian fragrance market.

“This campaign embodies the core message that BELLAVITA was built on. Our customers value the thought and artistry behind their fragrance, and we believe Indians deserve high-quality products that elevate their confidence and lifestyle.” says Aakash Anand, Founder​ оf BELLAVITA and Board Member​ оf Guardian Group. “We take pride​ іn crafting scents that not only evoke emotions but also fit seamlessly into our customers’ lifestyles. With love from customers across all groups, we hope this ad spreads our message even further. Our mission is simple: we want India to always smell its best.”

The newly launched​ ad film was conceptualised​ by Sidhant Mago​ оf Dastar Films and produced​ by Jouska Films. With the perfect blend оf humour, cultural references, and star power, the film brings BELLAVITA’s message​ tо life​ іn​ a way that appeals​ tо both younger and mature audiences.

YouTube link of the Ad film: https://www.youtube.com/watch?v=pjchL5lnYTU

For media inquiries, please contact:

Amrita Singh, amrita.singh@idamwellness.com, +91 98187 66037

About Bellavita:

Bellavita is a leading Beauty & Personal Care company headquartered in Gurgaon. Founded in 2018 by Aakash Anand, Bellavita is the market leader for perfumes in India. It has fast emerged as the preferred fragrance-forward brand on the back of its strong product development, local manufacturing & quality-consciousness. Bellavita, housed under the Guardian group, was acquired by Ananta Capital in 2021 through a mix of primary cash infusion & secondary stake sale.

About Ananta Capital:

Ananta Capital is private equity firm headquartered in Mumbai. With a diverse portfolio and a track record of successful investments, Ananta Capital is committed to partnering with visionary entrepreneurs to unlock value and drive sustainable growth. Ananta Capital’s portfolio includes Bellavita, Bevzilla, BetterAlt, Springwel Mattresses, Sleepycat, Open Secret, Pickrr (exited) and Stovekraft.

Ashvin@agpworld.com

In the bustling lanes of Meghwadi, Sher-e-Punjab, Andheri East, lies a property that was once the heart and soul of 80 families, each building their lives around a shared space. The residents had created memories, celebrated milestones, and weathered hardships in that old building. But over time, cracks began to appear, and the walls grew weaker. The BMC deemed the structure unsafe, forcing it to be demolished in 2018. The families were left without a place to call their own. What was once home now lay in ruins.

To make matters worse, the original builder, who had promised to redevelop the property, abandoned the project. There was no compensation, no rental support — just uncertainty and the heartbreak of displacement. Months turned into years, and what was left of their old home stood as a painful reminder of broken promises.

Then, in 2023, a glimmer of hope arrived. One of the building’s longstanding residents, who served as the Secretary, had heard about Satra Corp, a real estate developer with a different story. Known for their commitment to people, Satra Corp had a reputation for keeping promises, finishing projects on time without depending on institutional loans or market borrowings. Their projects were debt-free, self-funded, and built with the dedication to fulfill every commitment made to the people who put their trust in them. Inspired by this dedication, the few Committee Members of the Society reached out to Satra Corp with a heartfelt plea: “Could you help us find our way back home?”

Rushabh and Vrutika Satra, a Promoters at Satra Corp, listened carefully to their story. He heard about the sleepless nights, the missed festivals, and the countless struggles these families endured after being displaced. More than a business opportunity, he saw this as a chance to restore faith — in real estate and in the idea of home itself.

For Satra Corp, taking on the Satra Nexus project wasn’t about financial gain. It was a promise they wanted to keep for the people who had been let down for so long. Rushabh made a decision that Satra Corp would not only rebuild the structure but also take full responsibility for supporting these families until they could return. In a move rare in real estate, Satra Corp committed to paying for each tenant’s rent until they could move back into their new homes. It was a bold, compassionate step, driven by a desire to rebuild lives and not just a building.

With no reliance on institutional loans, Satra Nexus has become a project that is truly debt-free. Satra Corp funded it themselves, choosing the slower but more sincere path of self-financing, as they had done in the past. This approach allowed them to remain free of external pressures, keeping their focus entirely on the families they had pledged to support. They could work at their own pace, prioritizing quality and the unique needs of the residents over profits. Each brick laid down, every floor constructed, was a testament to the commitment that Satra Corp made to those families who once called this land home.

As construction began, the tenants watched in amazement. What had once been a haunting sight of demolition turned into a symbol of hope. Families, especially the elderly, would visit the site, some with tears in their eyes. They saw not just walls going up but also a promise taking shape — a promise that, after years of waiting, they would finally have a place to return to.

Among them was an elderly gentleman in his 80s, a man who had seen this community evolve over the decades. He once thought he would not live to see the day he would have a home again there. Watching the structure of Satra Nexus grow each day, he shared his feelings with Rushabh: “I thought I’d never see the day we’d live in our new home. Today, it feels like God answered our prayers and sent us angels.”, Rajan Rewendkar, Chairman of existing Society.

For Satra Corp, his words meant everything. They reminded them why they chose this debt-free path, why they invested in communities without shortcuts or compromises. They didn’t just want to complete a project; they wanted to create homes that would stand for generations, buildings that held a story of resilience, community, and trust.

As New Year has approached, the excitement builds among the families. Each one eagerly anticipates the day they will walk through the doors of Satra Nexus, a place they can once again call their own. What makes Satra Nexus truly unique isn’t just the architecture or location — it’s the spirit with which it is built. It stands as a testament to a company’s belief that business isn’t just about buildings; it’s about people, their dreams, and their right to a place they can call home.

With Satra Nexus, Satra Corp has shown that real estate can have a heart, that it can be rooted in principles of integrity and empathy. It’s a story that will inspire not only those who move into Satra Nexus but also others in the industry, reminding them that while blueprints and budgets are part of building, the true foundation of any project is the trust of the people it serves.

“There is no profit in this project. For us giving them their homes back is a priority.”, says Vrutika Satra, Promoter.

When the doors finally open, it won’t just be the culmination of years of hard work and investment; it will be the fulfilment of a dream deferred but not forgotten, a homecoming long overdue, and a beautiful new chapter for families who never stopped believing in the promise of home.

Gurugram, Nov 2024: In a significant development for distribution in India’s FMCG sector, Badho – the B2B marketplace for channel distribution has crossed ₹1000 Crore in Gross Merchandise Value (GMV) with current ~₹100+ crore monthly GTV and with 22% user growth every month.

Founded in 2022 by IIT and ISB alumni, Badho’s HQ is based in Gurugram and the marketplace connects retailers with local distributors, enabling them to place orders without payment constraints and set business terms for payment, delivery, and returns on their terms. This flexibility allows brands to maintain sales momentum, even in regions where their field sales teams might not be active, while also generating leads for distributors to expand their networks.

The Badho App has seen rapid adoption across India’s Hindi Belt, with over 5 lakh retailers and 7,000 distributors now trading secondary orders of more than 1000+ Brands through its marketplace. Market observers attribute this as a sign of growing digitization in traditional Kirana Markets, which still account for over 73% of India’s retail distribution.

Rishi Singhal, CEO of Badho, sees this as just the beginning. “The real opportunity lies in making traditional channel distribution more efficient, not replacing it,” he told reporters. Industry veterans agree, pointing to the vast untapped potential in India’s 13 million+ kirana store network.

The opportunity is particularly notable for emerging brands. For example, Shark Tank India participant Zoff Foods leveraged Badho to establish its offline presence and connected with 6,000+ retailers and generated 250+ distributor leads. They scaled to an impressive ₹13-₹15 Lakhs monthly order volume within months of partnering up with Badho. Also, such brands report an increase in average order values and higher participation in trade schemes, indicating improved engagement with retailers.

The development comes as India’s FMCG sector shows strong growth potential, with increasing consumption in tier 2-3 cities driving market expansion. According to Invest India by GOI, the Indian retail market is estimated to reach $2 Tn by 2032, driven by socio-demographic and economic factors such as urbanization, income growth and rise in nuclear families

“What’s noteworthy is the platform’s approach to digitization,” says Saurabh Shivhare, MD & CEO at Kapila Krishi Udyog Ltd. “Unlike earlier attempts that tried to bypass traditional distribution networks, this model enhances existing distribution, making it more palatable for the industry.”

Gyanendra Bharti, Co-founder of Badho, also emphasizes the platform’s role in preserving traditional business relationships: “By digitizing order processes while maintaining existing distributor-retailer relationships, we’re helping the industry evolve naturally.”

The development also signals growing investor interest in B2B retail tech. While Badho has been bootstrapped so far, industry sources suggest strong investor interest. Also, the platform’s ability to reduce market entry costs to under ₹50,000 has made it particularly attractive for brands looking to expand in the Hindi Belt. This cost efficiency, combined with rapid retailer connectivity, addresses a crucial gap in traditional channel distribution models.

For more information about how Badho is transforming channel distribution while preserving traditional networks, visit www.badho.in.

About Badho:

Badho is India’s leading B2B marketplace for channel distribution, optimizing costs and efficiency for FMCG brands while enhancing traditional distribution networks through innovative technology. The platform connects 5 lakhs retailers with 7,000+ distributors across the Hindi Belt, processing orders worth ₹1000+ crore GMV.