Ananta Capital Picks Up 55% Stake In D2C Brand Anveya Living
As part of the acquisition, institutional investor Rukam Capital and all angel investors exited the company, media reports reveal
According to media reports, Ananta Capital has acquired a 55 per cent stake in Anveya Living, a company known for its D2C brands such as Anveya, Curlvana, and ThriveCo, which offer cosmetics and haircare solutions. The financial terms of the deal were not disclosed.
The new capital will be allocated towards developing new products in the hair and cosmetics categories and expanding globally. Guardian Group, the beauty and personal care division of Ananta Capital, led the acquisition through a combination of primary and secondary transactions, as per media reports.
As part of the acquisition, institutional investor Rukam Capital and all angel investors exited the company, media reports reveal. Founders Vivek Singh and Saurav Patnaik also reduced their ownership. Ananta Capital will nominate three of the five members of Anveya Living's Board, with the remaining two seats held by the founders.
The integration with Guardian's beauty and wellness brands will enhance Anveya’s operational leverage and provide access to Guardian’s extensive distribution network in India and abroad.
Founded in 2020 by Prem Kumar, Ananta Capital is focused on long-term partnerships with businesses.
