Heard of a bodycare brand that invests time, resources and energy in deep-nature-tech? That’s Anveya. The Indian homegrown brand’s products are based on the most advanced R&Ds in the world, where natural ingredients beat their synthetic alternatives on effectiveness and are more sustainable for the people and the Planet.
Co-founded by Vivek Singh (CEO) and Saurav Patnaik, Anveya stands for harmony. As a team, they believe that being in harmony with nature will help people find their healthiest, happiest selves. The brand focuses on beauty, personal care and wellness products which have a daily impact on our lives and the Planet. 
Saurav says, “Anveya invests time, resources and energy in deep-nature-tech, to promote and develop the most cutting-edge natural ingredients and formulations for our beauty and personal care products. We obsessively choose organic and natural and have zero tolerance for the nasties. For every ingredient and product we bring to you, we reject more. We don’t test on animals. We avoid the use of chemicals that are questionable about their impact on the environment and people. Our products promise purity, combined with the wisdom of nature and beat their synthetic counterparts on results.”
Doing it differently
Bringing some of the world’s best quality products to Indian consumers had several challenges to begin with. Saurav explains, “Firstly, the Indian consumer has historically been served with much poorer quality products than some of his international counterparts. Ingredients that have been rejected by several countries are still being served to Indian consumers. When this was the norm, we decided to do it differently. We wanted to make sure that we get for our customers, the best and most effective products possible in the entire world. Secondly, and leading from the first challenge, was a consumer perception that Indian products don’t work as well as some of the international brands do. This is a perception we have changed with what we bring to our customers.”
Thirdly, the internet medium helped Anveya a great deal here. Saurav adds, “We wanted to have an open channel of communication with the customers. This enabled us to communicate transparently to them about our solutions and to hear from them their needs and their feedback. This was a very different approach from the celebrity-showcasing, big-budget approach the traditional brands have been taking. Lastly, as an online-first brand, we wanted to leverage internet and all its strengths against the massive offline distribution strength that traditionally was being used by beauty and personal care brands.”
Obsessive about quality
Anveya works with some of the best R&D labs across the world producing some of the most cutting-edge ingredients from nature. Saurav points out that they are obsessive about the quality of their ingredients and products and hence buy the key ingredients directly and own the intellectual property of their formulations. The brand reaches to and sells directly to its customers, ensuring that complete transparency and integrity is maintained during the entire process.
Anveya has a growing range of 35 products in Hair Care, Skin Care, Cold-pressed Oils and Essential Oils categories. The hair-care range takes care of the deepest hair concerns – tackling dryness, damage, frizz, breakage, hair fall, scalp health and hair growth. Anveya’s recent launch – the Curls hair range, created especially for Indian curly hair, has been well received by the curly hair community. The advanced skin-range, which comprises Vitamin-C based facial serum, under-eye and skin-rejuvenation creams, brings the most effective care for skin goals.
The brand’s formulated products have been created together with some of the most advanced labs across the world working on natural active ingredients and with some of the top formulators and manufacturers in the country. Anveya’s range of pure natural essential oils and organic cold-pressed oils includes some of the finest beauty and wellness gifts that come straight from nature, with an obsession on the origin, their purity and their certificates of analysis.
Commenting on the impact of Covid 19, Saurav opines that when it comes to beauty and personal care, people have been increasingly making choices for themselves, have been becoming less dependent on what is being advertised by the big media. They have been choosing to educate and equip themselves based on their own sensibilities. He says, “The pandemic accelerated people’s use of the internet and ecommerce and created a large bridge between creators and people. We welcome these opportunities of conversations between the brands and the customers. As a brand, we have found a great adoption before and after the pandemic and the internet way to engage with our customers through our message and products has only accelerated. This trend of online adoption has strengthened the position of many other brands and businesses dependent on the internet. Large traditional brands that considered online market as secondary can also be seen shifting gears in favour of the internet.”
For a premium online-first direct-to-consumer brand, ensuring a great end-to-end experience for the customer is paramount. Anveya participates at each step of the supply chain and logistics to ensure excellent experience – right from sourcing of the ingredients to the delivery of the product at the customer’s doorstep. The brand’s products are warehoused in multiple regions to be closer to its customers. Anveya uses some of the top names in logistics to ensure a smooth and fast order delivery experience. Except for the period of lockdown in March to May last year, the e-commerce penetration and services across the country have been getting smoother with time.
Anveya caters to customers in India through key marketplaces and through our own-commerce store. While the brand does not service locations outside India, the team is seeing a growing demand and orders from outside India as well. They plan to expand to other geographies in this year.
Saurav sums up, “The journey has just begun. We will be launching new categories and growing the range from our current set of 35 products to about 70 products in the coming year to cater to the needs and goals of our customers. We will be looking at expanding the reach of our e-commerce stores and also reach our customers through targeted marketplaces. We are also working on enriching the experience of our customers through content, consultation and solutions to their needs.”
