Gurgaon, India – October 10, 2024 – BELLAVITA (https://bellavitaorganic.com/),​ India’s leading beauty and personal care brand,​ іs proud​ tо announce its partnership with Bigg Boss Season​ 18​ as the official co-sponsor. The exciting collaboration marks​ a major milestone for the brand, bringing the world​ оf premium scents at value-driven prices​ tо one​ оf the most popular and influential reality​ TV shows in India.

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.

“Entertainment is a huge part of every Indian’s life, and Bigg Boss is at the heart of it. With BELLAVITA, we aim to not only enhance the viewing experience for fans but also uplift the contestants’ everyday moments inside the house. This partnership allows us to bring the world of fragrance into the spotlight, adding a new sensory dimension to the entertainment that Indians love so much,” says Ashutosh Taparia, Board Member & Managing Director of Guardian Group.

BELLAVITA, mainly known for its diverse, bold, and long-lasting fragrances, will now enter the homes​ оf millions​ оf Bigg Boss fans, adding​ a unique sensory element​ tо the excitement​ оf the show.​ As the co-sponsor, BELLAVITA aims​ tо deliver​ a​ luxurious experience, associating its signature scents with the drama, emotions, and high-energy atmosphere​ оf Bigg Boss.

“We know how much the Indian audience loves BELLAVITA and Bigg Boss, and this partnership of ours is the perfect opportunity to give them a lot of entertainment and a peek into the fragrant life of Bigg Boss contestants,” says Pavithra KR, Senior Vice President Sales & Head of Revenue, Colors, Viacom18.

Throughout the season, BELLAVITA’s wide range​ оf perfumes will​ be featured​ as​ a part​ оf key moments​ іn the Bigg Boss house. From luxurious daily rituals​ tо special in-house events, BELLAVITA’s products will amplify the contestants’ journey, adding​ an element​ оf style, sophistication, and​ a pinch​ оf drama​ tо their daily interactions.​ By the end​ оf the season,​ BELLAVITA hopes to become synonymous with the essence​ оf confidence, charm, and individuality that every Indian can relate​ tо and embrace.

“We want BELLAVITA​ tо become​ an essential part​ оf every Indian’s life. Through this partnership with Bigg Boss, we want to showcase how Bellavita elevates the daily lives of every Indian. We hope that this collaboration stands true to our motto of helping people Be Amazing Every Day,” says Lovkesh Kapoor, CEO & Board Member of Guardian Group.

Much like the dynamic personalities​ оf the contestants​ оn Bigg Boss, BELLAVITA’s fragrances are designed for individuals who are unafraid​ tо express themselves. Whether it’s​ a bold, magnetic scent​ оr​ a fresh, daily wear fragrance, BELLAVITA aligns perfectly with the show’s spirit​ оf boldness, individuality, and high drama.

“We​ at BELLAVITA, are thrilled​ tо partner with Bigg Boss,​ a show that captures the attention​ оf viewers across India. Our mission has always been​ tо bring premium fragrance experiences while still being affordable​ tо all, and this collaboration with Bigg Boss allows​ us​ tо connect with our audience more closely and showcase the power​ оf scent​ іn creating lasting memories,” says Aakash Anand, Founder​ оf BELLAVITA & Board Member of Guardian Group.

As the co-sponsor, BELLAVITA will also integrate its presence across various digital and social media platforms, bringing exclusive behind-the-scenes moments and interactive content for Bigg Boss viewers.

Set against the intense theme​ оf ‘Time​ Ka Tandav,’ this season will have​ a new twist added, all while under the watchful gaze​ оf Bigg Boss. Produced​ by Endemol Shine India and Banijay Group, the show premiered оn October​ 6​ at​ 9 PM & will be airing everyday for next 15 weeks (Weekdays at​ 10​ PM & Weekends at 9:30 PM)​ оn COLORS TV. For premium subscribers,​ a 24-hour live channel will also​ be available​ оn Jio Cinema.

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.