Some reels just stay with you.

Like the one where Bella Vita Organic’s CEO, Aakash Anand, strolled into a store, asking sales executives to guess the perfume he was wearing.

They said Ralph Lauren Romance and Bvlgari AQVA—luxury fragrances priced at INR 6,000+.

The twist? Aakash was wearing a Bella Vita Luxury perfume, priced under INR 1,000.

Now that’s how you make a statement.

But Bella Vita Organic isn’t just about affordable luxury fragrances. It’s a fragrance-forward brand that also dominates the bath, body, and skincare space.

Before Bella Vita Organic became the powerhouse it is today, it was a salon chain run by Aakash’s mother Anju and sister Ashima in Gurugram. But, customers loved their  handmade, organic, toxin-free beauty products so much that the family decided to pivot.

By 2018, Bella Vita Organic transitioned into a full-fledged D2C brand, keeping the salon’s legacy alive in its ethos.

Aakash took charge as CEO, combining his entrepreneurial drive with his family’s expertise to create a brand that embodied sustainability and accessibility.

🔥 INR 250 Cr GMV in FY23, up INR 100 Cr from FY22

🔥 72 SKUs across eight categories, including skincare, haircare, and fragrances.

🔥 10L+ units produced every month

🔥 60% sales from Tier 2 and Tier 3 cities

🔥 INR 200 to INR 500 ASP

🔥 7% to 10% MoM revenue rate

Bella Vita And It’s Glow-To-Market Playbook For Success 🚀

Smart Pricing For Mass Appeal

Where most beauty brands aim for a 10X profit margin, Bella Vita Organic keeps it real with a 4X range. How?

By cutting unnecessary overheads, manufacturing in-house, and focusing on affordability without compromising quality.

This strategy has made them especially popular in Tier 2 and Tier 3 cities, which now account for 60% of their customer base.

Omnichannel Excellence

ella Vita Organic’s omnichannel approach is nothing short of a masterclass:

Website Dominance: With 45% of sales coming from their site, Bella Vita Organic has invested heavily in creating a seamless, personalized shopping experience.

Marketplace Magic: Partnering with Amazon, Flipkart, and Nykaa has helped capture an additional 40% of their audience.

Retail Expansion: Their recent foray into offline retail contributes 15% of total revenue and targets customers who prefer a touch-and-feel experience before purchasing.

Martech For Meaningful Connections

Collaborating with martech platforms like MoEngage and WebEngage, they offer personalised post-purchase experiences, birthday discounts, and exclusive offers that build long-term relationships with customers.

Regular product launches keep the lineup fresh, ensuring customers always have something new to look forward to.

Just like any other D2C brand, Bella Vita was struggling with last mile deliveries. So, they took a bold step.

Delivery On Overdrive: How Bella Vita Keeps It Quick 🔥

Great products are only half the battle; timely delivery is the clincher. Bella Vita Organic tackled this with a logistics makeover in 2021, partnering with Pickrr, a leading 3PL firm.

The results?

❇️ Delivery TAT slashed from 7 days to 2-4 days

❇️ Return-to-Origin rates cut down to 15% through smart address verification and OTP-based order confirmation

A Fragnant Future With IDAM House Of Brands ⚡

Bella Vita Organic isn’t stopping at skincare. In 2022, they raised $10 Mn in Series A funding to launch IDAM House of Brands, a multi-brand venture aimed at creating eco-friendly D2C products across categories.

With Bella Vita Organic as the flagship, IDAM has already acquired niche players like Bevzilla, a brand that makes jaggery-based coffee cubes, and MeeSoGood, a premium dark chocolate D2C brand.

The vision? To become the Hindustan Unilever of D2C brands, offering masstige (premium yet affordable) products to consumers globally.

What’s On The Horizon For Bella Vita Organic?

The brand isn’t just riding the D2C wave—it’s steering it. Here’s what’s on the horizon:

Global Expansion: With plans to set up a New Jersey office, they’re gearing up to take their farm-to-face ethos to the U.S. market.

Sustainability Goals: Expect more eco-friendly packaging and a continued focus on non-toxic, ayurveda-based formulations.

Deeper Retail Penetration: As offline retail grows, Bella Vita Organic is set to capture even more walk-in customers.

With the Indian organic beauty market expected to hit INR 10,000 Cr by FY26 and the global market projected to touch INR 338 Cr by 2030, Bella Vita Organic is perfectly positioned to grab a sizable slice of this pie.

Until the next one, stay fragrant!