Bella Vita transitions to a multi-channel brand with maiden store in Punjab
01 January 2025, Mumbai
Bella Vita is executing a sophisticated transition from a digital-first enterprise to a multi-channel powerhouse, recently marking its entry into Punjab with a strategic outlet at HG Enton Plaza, Barnala. This expansion is not merely a geographic move but a calculated effort to tap into the burgeoning demand in Tier II and Tier III markets. In an industry where the Indian perfume market is projected to grow at a CAGR of 17.9 per cent through 2029, Bella Vita is prioritizing physical kiosks to facilitate ‘sensory discovery.’ Management indicates, while e-commerce accounts for approximately 85 per cent of the revenue, the offline segment provides a critical touchpoint for brand intimacy and consumer education.
Capitalizing on the premiumization trend
The brand’s trajectory reflects a broader shift in the domestic beauty sector towards ‘affordable luxury.’ Following a successful Series A funding round of $10 million from Ananta Capital, Bella Vita has reported a substantial GMV of Rs 250 crore, supported by an annualized revenue run rate that has already crossed the Rs 450 crore milestone. By focusing on high-footfall mall kiosks rather than traditional expansive storefronts, the company maintains a lean operational model while maximizing brand visibility. This strategy aligns with industry data suggesting that offline retail remains the dominant revenue share holder in the personal care space, even as digital adoption accelerates.
International ambitions and market resilience
Beyond domestic borders, Bella Vita is aggressively pursuing a global footprint, with active distribution plans for Thailand, the US, and the Maldives. The brand recently solidified its presence in Nepal through a partnership with Consumer Access, reaching over 5,000 stores. This international de-risking strategy is complemented by a product pivot - moving from general skincare to a fragrance-centric portfolio - which has allowed the brand to occupy a niche that combines traditional Indian notes like Oud and Sandalwood with modern, gender-neutral appeal.
Founded in 2018 and headquartered in Gurugram, Bella Vita specializes in high-quality, affordable fragrances and natural personal care. With a valuation of Rs 1,340 crore and a strong presence on major marketplaces like Amazon and Nykaa, the brand aims to become India’s largest perfume player by 2026 through aggressive omnichannel expansion and international distribution.
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