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A dancer, a yogi, a chef, a coder and an angel investor wish they had NEP-like vocational courses growing up

<ul><li>The business of love is booming. In India, after Diwali and Raksha Bandhan, Valentine’s Day is the most popular occasion where people exchange gifts. </li><li>However, the way millennials express their love is constantly evolving. <keyword id="5017121" type="PERSON" weightage="100" keywordseo="sarvesh-shashi">Sarvesh Shashi</keyword>, Founder, <keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword> explores the changing concept of love in the era of dating apps. </li><li>He further pens down how marketers can take advantage of this occasion, which he says, is a virtual gold mine of opportunities to innovate. </li></ul>Love is timeless, demanding, exhilarating, in fact a multi-faceted kaleidoscope of emotions. It is a simple term that has the power to invoke complicated emotions. But in the era of Tinder, Bumble and other dating apps, love is also complicated. Today, the age-old concepts of love are slowly taking on newer avatars. And millennials are one of the primary drivers for this change. Adventurous and experiential by nature, they have the same sensibilities even when it comes to their relationships. Their approach to life involves living in the present and not being governed by anxieties over what may or may not materialize in the distant future. Compared to the previous generations which were hardier and practical, the millennials definitely value self-indulgence. They value space and independence which allows them to be themselves wholly, be it in the pursuit of their career, or cultivating hobbies and in relationships as well. Exhibiting extreme self-awareness around matters of health and well-being, for them the idea of love also includes loving and pampering oneself to feel good. The internet, smartphones and increasing connectivity have changed the entire paradigm of how love can be expressed. Valentine’s Day is the perfect example for this. And the business of love is booming, going by these statistics. In the US, the expenditure on Valentine’s Day in 2019, was a whopping $20.7 billion dollars, according to the National Retail Foundation.Even in India, after Diwali and Raksha Bandhan, Valentine’s Day is the most popular occasion where people exchange gifts. Traditionally, Valentine’s Day was known as a day where people in committed relationships celebrated their love. But the occasion is no longer the exclusive domain of couples alone. Today, anyone who has affection in their hearts for anyone else, ranging from friends, family members, teachers and classmates, to even pets can use this occasion to buy each other gifts or express their love with other gestures – why even buying gifts or taking care of yourself is love! All we need to do is to recognize, cherish, and share the feeling. While flowers, candy, jewelry and watches still remain popular choices to express affection, Valentine’s Day scope is broadening. Customers are buying gifts for a variety of people in their lives, and there are some innovative options for various age groups that are emerging. For marketers, this occasion is a virtual gold mine of opportunities to innovate and set themselves apart from the crowd. When the market is full of ‘seen that, done that before’ options, here are some ways in which you can set yourself apart in a cluttered marketplace. <ul><li>Give them options to go out together with loved ones, without overt romantic overtones, over a meal, or a movie, or a concert, since many who are single may not want to spend time along but in the company of friends or family. </li><li>You can’t really put a price on love. While jewelry and other expensive gifts are always welcomed, sometimes it is about the sentiment behind the gift rather than the price tag. And since the gift-giver may want to gift a number of other people, do include some affordable options as well. </li><li>Keep your online presence (campaigns, websites, social media) simple and clean so that the message is not lost amid heavy jargon or imagery. Also, ensure that your digital touchpoints are fast and optimized. </li><li>Young people are a leisure conscious lot who don’t mind investing in their own leisure. In fact, according to the RBI, the number of personal loans and credit cards applications from those the age group of 25-35 actually goes up around Valentine’s Day. So, customize vacation package deals and spa getaways accordingly. </li><li>Encourage more people to indulge in self-love over the long term by caring for their health and wellness. Memberships for yoga studios or gyms, or dance and hobby classes can thus be a great option. </li></ul>After all, by encouraging people to #ChooseLoveEveryday and reclaim the joy from small everyday gestures and activities, we are giving them a wonderful gift that lasts more than a day! - By Sarvesh Shashi, Founder, Sarva

Reinventing love in a cluttered market

<ul><li>In an interview with Business Insider, <keyword id="5017121" type="PERSON" weightage="20" keywordseo="sarvesh-shashi">Sarvesh Shashi</keyword>, founder of <keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword>, talks about how he got J-Lo and A-Rod to invest in his startup. </li><li>Sarva is a chain of yoga and fitness studios and also has digital community. </li><li>Founded by the 27-year-old entrepreneur, Sarva is currently present in 91+ studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities</li></ul>An Indian yoga and wellness startup Sarva has raised funds from singer and actor Jennifer Lopez and baseball star <keyword id="23712" type="PERSON" weightage="20" keywordseo="Alex-Rodriguez">Alex Rodriguez</keyword>. Bollywood actress Malaika Arora has also invested in the company, along with Zumba, a branded fitness program in the world. Lopez and Rodriguez, a former star American baseball player, have led an undisclosed amount of investment in the Chennai-based Sarva. However, reports suggest that the couple have <a href="https://tech.economictimes.indiatimes.com/news/startups/jennifer-lopez-alex-rodriguez-back-yoga-and-wellness-startup-sarva/69137713">invested</a> $6 million in the startup. Founded by the 27-year-old entrepreneur Sarvesh Shashi, Sarva is a chain of yoga and fitness studios and also has digital community. Sarva is currently present in over 91 studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities. Chennai-based Sarva has over 55,000 customers and 220 employees. Part of the funding is aimed at helping the company expand its footprint. It is also evaluating a global entry into the UK, US and Middle East. David Giampaolo, CEO of Pi Capital, who is also the chairman of Sarva, was the lead investor in this round. He roped in his close friend Mark Mastrov, the founder of 24 hour fitness. Mastrov then got in his business partner is Alex Rodriguez. “When we were doing this round, Mark spoke to Alex and Jennifer. They met me and we told our story to them. Jennifer said that my energy is infectious,” said Sarvesh, with a laugh. Sarvesh points out that mindfulness is a big trend globally, being an 80 billion dollar industry. “There is a very large opportunity here. India itself is a very large consumption story. Yoga has a global play but is still fairly an unorganised sector. We are happy to initiate the process of organising it,” he said. This would mark Jennifer Lopez’s first investment in a startup in India. "I have personally benefited from my regular practice of yoga and believe that it has made a difference to my life both physically and mindfully. The enthusiasm that Sarvesh brings to SARVA is promising and infectious. I believe in the vision of SARVA and view it as a great common ground for a brilliant investment opportunity along with co-creating and serving a global community,” said Jennifer Lopez in a statement.

Jennifer Lopez and fiance Alex Rodriguez join Malaika Arora to invest in Indian startup Sarva

<ul><li>Bollywood actor <keyword id="6355887" type="UNKNOWN" weightage="20" keywordseo="Shahid-Kapoor">Shahid Kapoor</keyword> and wife <keyword id="3046078" type="PERSON" weightage="20" keywordseo="Mira-Kapoor">Mira Kapoor</keyword> mark their foray into startup investments.</li><li><keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword> had earlier raised investment from Jennifer Lopez, Alex Rodriguez and <keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword>. </li><li>Founded by Sarvesh Shashi, the startup has over 91 studios clustering in Delhi, Mumbai and Bengaluru. </li></ul>The Indian yoga and wellness startup Sarva continues to add star power. After raising money from international stars Jennifer Lopez, Alex Rodriguez and Malaika Arora, the startup has now got an undisclosed amount of investment from Bollywood actor Shahid Kapoor and his wife Mira Kapoor. “My personal journey with fitness and wellness began over 2 decades ago when I was a fresh-faced teenager. Over the years, I’ve witnessed the benefits of fitness and holistic living first-hand so when I met Sarvesh, we could instantly connect to his vision for SARVA, “ said Shahid Kapoor in a statement. The actor added that in today’s age where stress, anxiety, depression, sleeplessness, and obesity are real challenges that so many individuals are grappling with, he believes that through SARVA, the couple will want to actively work towards improving the quality of life of people who need an intervention. “For the last few years, I’d been toying with the idea of backing ideas and ventures which I felt strongly passionate about. With Sarvesh, what started as a casual meet-up, orchestrated through a dear friend, quickly turned into a conversation of how we could jointly spread the message of yoga-based wellness to everybody,” Mira Kapoor said. Founded by the 27-year-old entrepreneur Sarvesh Shashi, Sarva is a chain of yoga and fitness studios and also has digital community. Sarva is currently present in over 91 studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities. Chennai-based Sarva has over 55,000 customers and 220 employees. Part of the funding is aimed at helping the company expand its footprint. It is also evaluating a global entry into the UK, US and Middle East. See Also: <a href="https://www.businessinsider.in/jennifer-lopez-alex-rodriguez-malaika-arora-invest-in-indian-startup-sarva/articleshow/69142424.cms">Jennifer Lopez and fiance Alex Rodriguez join Malaika Arora to invest in Indian startup Sarva</a> <a href="https://www.businessinsider.in/bollywood-star-malaika-arora-on-her-startup-investments/articleshow/69556640.cms">INTERVIEW: Why Bollywood celeb Malaika Arora doesn’t want to be just a ‘face’ for her startup investments</a>

Shahid Kapoor and Mira Kapoor invest in J-Lo and A-Rod backed Indian Yoga startup Sarva

<ul><li>Aishwaryaa R. Dhanush, director and producer and the daughter of superstar <keyword id="14509" type="PERSON" weightage="20" keywordseo="Rajinikanth">Rajinikanth</keyword>, has invested an undisclosed amount in <keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword>. </li><li>Aishwaryaa joins <keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword>, <keyword id="16036" type="PERSON" weightage="20" keywordseo="Jennifer-Lopez">Jennifer Lopez</keyword>, Alex Rodriguez, Shahid and Mira Kapoor as an investors in the startup.</li><li>The chain of yoga and fitness studios now aims to have over 100 million consumers in the next five years. </li></ul>Indian <keyword id="7748409" type="UNKNOWN" weightage="20" keywordseo="yoga-startup">yoga startup</keyword> Sarva has got the who’s who of not just Indian but also international celebrities. In its latest round of funding, Aishwaryaa R. Dhanush, director and producer and the daughter of superstar Rajinikanth. Aishwaryaa has invested an undisclosed amount into the startup. With this, Aishwaryaa joins Malaika Arora, Jennifer Lopez, Alex Rodriguez, Shahid and Mira Kapoor to invest in the startup. The director, producer is now a part of the core team of Divya Yoga, the brand of studios established by Sarvesh Shashi, founder of Sarva, and Bollywood star Malaika Arora. The startup Sarva has a chain of yoga and fitness studios, along with a digital community. It now aims to have over 100 million consumers in the next five years. “Our modern lifestyle is a cesspool of illnesses. Today, stress, anxiety, depression, sleeplessness, and obesity are the real monsters we fight daily. The world needs to be reminded of the importance of mindfulness and holistic wellness and this is my way of contributing to that larger goal,” said Aishwaryaa R. Dhanush. By the next month, the startup aims to have 100 studios across Delhi, Mumbai and Bengaluru. Sarva currently organizes over 3,500 classes every week, with a capacity of over 18,000 members a day. “The partnership with OYO Townhouses has taken off on a high note, ensuring the initial target of 500 studios in the top 15 Indian cities by 2022 is on track as well,” said the company’s official statement. Chennai-based Sarva has over 55,000 customers and 220 employees. It’s funding will also help the startup expand its footprint as it is also evaluating a global entry into the UK, US and the Middle East. Sarvesh points out that mindfulness is a big trend globally, and is an $80 billion industry. “There is a very large opportunity here. India itself is a very large consumption story. Yoga has a global play but is still fairly an unorganised sector. We are happy to initiate the process of organising it,” he had told Business Insider in an earlier interview.

From Jennifer Lopez to Shahid Kapoor to now, Aishwaryaa Dhanush – this Chennai Yoga startup has a long list of celebrities from both Bollywood and Hollywood backing it

<ul><li>Disney+ Hotstar has entered into a strategic alliance with <keyword id="9351026" type="COMPANY" weightage="20" keywordseo="brilliant-wellness">Brilliant Wellness</keyword> to introduce value-added content from top fitness experts, yoga and spiritual gurus, along with celebrity nutritionists spread across more than 100 fitness programs.</li><li>The platform will bring 3,000 pieces of content in English, Hindi and Telugu on the platform. </li><li>The category and offerings are aimed at helping viewers monitor and maintain their wellness quotient while quarantining at home, and even after, as and when they resume their normal lives.</li></ul>With the aim of strengthening the health and fitness category, Disney+ Hotstar has entered into a strategic alliance with Brilliant Wellness to introduce value-added content from top fitness experts, yoga and spiritual gurus, along with celebrity nutritionists spread across more than 100 fitness programs. Additionally, Indian start-ups and game-changers <keyword id="103133" type="COMPANY" weightage="20" keywordseo="Sarva">Sarva</keyword> and <keyword id="7829777" type="UNKNOWN" weightage="20" keywordseo="Cult-Fit">Cult.Fit</keyword>, known for their state-of-the-art workout models, have also come on board with Disney+ Hotstar to instil a healthy lifestyle and fitness regime among audiences bound by social distancing and lockdown restrictions. According to industry studies of the Indian fitness market in December 2019, India spent $350-400 towards fitness services, which amounted to a market size worth $2.6 billion. As per estimations by Brilliant Wellness, there are about 200 million people in India seeking fitness services and this market is growing at a CAGR of 10%. There has been a significant shift in outlook when it comes to health due to the Covid -19 pandemic. People are now more inclined towards virtual workouts and are on constant lookout for interactive sessions. With the endeavour to increase access and enhance the consumer experience with regards to high-intensity interval training, yoga, gym workouts, and other forms of cardio exercises, Disney+ Hotstar, along with Brilliant Wellness, Cult.Fit and Sarva, has introduced a wide variety of content to choose from the all-new health and fitness library. Disney+ Hotstar will bring 3,000 pieces of content in English, Hindi and Telugu on the platform. The category and offerings are aimed at helping viewers monitor and maintain their wellness quotient while quarantining at home, and even after, as and when they resume their normal lives. On partnering with leaders in the <keyword id="245935" type="ORGANIZATION" weightage="20" keywordseo="Health-and-Wellness">health and wellness</keyword> domain, Disney+ Hotstar spokesperson said, “The alliance with these three industry leaders in health and fitness has provided the necessary impetus to our mission to connect with our audience in ways that help them lead happier lives. Health and fitness has become extremely important in our stressful lives, and never more so than today. With free access to video offerings tailor-made to suit the staying-at-home population, workout regimes that can be done through the day and fitness mantras to suit the current times, we want to help people to be healthy. To make this relevant across India, our content will be available in English, Hindi as well as Telugu. Going forward, we will also provide content in Kannada.” Celebrity <keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword> said, "Now more than ever, people are excited about trying new modes of working out because they have realised that this is the new normal. Sarva's app is a huge step in this direction and our association with Disney+ Hotstar is to fuel this fire. We hope it'll help us reach a wider set of audience and open them up to consuming daily content on an everyday platform. We're excited to see how it'll perform and the reaction to it.” Speaking about the strategic alliance with Disney+ Hotstar, Adarsh Gupta, Found and Director, Brilliant Wellness, said, “The current pandemic has really brought fitness and immunity building to the top of the agenda. Our current estimate is that India has an addressable market of over 200 million people, who are at various levels in their journey to fitness. Over the last five years we have worked tirelessly to create the most definitive library of do-it-along home-based workout content with India’s leading experts that addresses every conceivable need of people in the space of yoga/fitness/celebrity fitness/nutrition and gym workouts. We are happy to announce a strategic tie up with Disney+ Hotstar to power this category with the intention of making a positive difference in the lives of their subscribers.” Naresh Krishnaswamy, Growth and Business Head, Cult.fit, said, “With the Covid-19 induced lockdown, we have seen a surge in the number of users on our platform. Since we also conduct online live fitness sessions, we have witnessed a 3x increase in the amount of time its users spend on cult.live. At a time when there is such a demand for health and fitness, the partnership with Disney+ Hotstar will prove to be strategically viable for both businesses. Together our objective is to expand the reach and help users avail the best content we have to offer from the comfort of their homes.” Elaborating on the collaboration, Sarvesh Shashi, Founder, Sarva, said, "The past two months have only shown us the opportunity for health and fitness as an industry and this association with Disney+ Hotstar is a huge step towards tapping that opportunity. Yoga as a category and Yoga for immunity specifically has seen a huge surge in the last two months, given the increased importance in building immunity amid the global pandemic. We're excited to see where this association is headed and how many new doors it opens for us.” From workout videos to cooking healthy recipes, the diverse repository of fitness-related content will target advanced fitness enthusiasts, and fitness dabblers as well as fence-sitters.

Disney+ Hotstar to now offer fitness training content as it enters into a partnership with Brilliant Wellness, Cult.Fit and Sarva

<ul><li><keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword> recently joined Jennifer Lopez and Alex Rodriguez to invest in Indian yoga startup Sarva. </li><li>Arora is also an investor and Style Editor for retail startup The Label Life. </li><li><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> <keyword id="6412373" type="UNKNOWN" weightage="20" keywordseo="celebrities">celebrities</keyword> like Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan among others have been investing, collaborating with Indian <keyword id="6362513" type="UNKNOWN" weightage="20" keywordseo="startups">startups</keyword>. </li></ul>Indian startups always had glitz, but now they have glamour too. Bollywood celebrities are lining up to invest in new-age companies. Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan are some of the many popular investors that startups have attracted. But Malaika Arora has been a part of this club since 2012. This fashionista has been involved with online premium retail startup – The Label Life, which offers high-end clothing, accessories and home decor and also features works of designers like Payal Singhal, Nikhil Thampi, Narendra Kumar, Malini Ramani, among others. Arora made news again earlier in May when she joined global stars like Jennifer Lopez and Alex Rodriguez to invest in an Indian yoga fitness chain startup, Sarva. Investing in passion In an interview with Business Insider, Arora talks about how her investments are linked to things she’s passionate about, and she’s not just ‘another’ investor. Arora was introduced to the startup world in 2012 after she identified it as an opportunity early on. “For me, or for anybody, opportunities are presented to you in life. And, some of them you have to grab with both hands. The kind of business that I am in, it allows me to pursue a whole host of other opportunities as well,” said Arora, referring to her main career as an actor. Arora however admits that when she started her journey with The Label Life, she didn’t have too much knowledge or information on the online industry. “I had no clue about the online space. I liked what was presented to me. Also somewhere you’ve got to follow your gut, assess the potential of the business and go ahead,” said the Bollywood star. Today, The Label Life also has offline retail stores in Mumbai, Delhi, Chandigarh among others. ‘Reflection of me’ Her latest investment has been in Indian yoga startup Sarva, a chain of yoga and fitness studios, which also boasts of pop singer and actor Jennifer Lopez and fiance and baseball legend Alex Rodriguez as co-investors. Sarva, which is building a burgeoning digital community, is currently present in over 91 studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities. It also recently partnered with OYO Hotel &amp; Homes to set up wellness studios in select properties. Arora’s association with Sarva founder Sarvesh Shashi began with the establishment of the Diva Yoga centres in 2018. “It made me so interested in what Sarva has to offer because it was about something that I already feel connected with, believe in, that is a reflection of me,” she said. Sarva’s move to help yoga and fitness reach out to many more people by introducing digital classes, was another factor that convinced Arora of the partnership. “With Diva Yoga what we are doing is absolute tangible studios. In the digital space, we can connect you with yoga and guided meditation from the comfort of your home at very affordable prices. It seemed like the perfect marriage,” said Arora. Arora has been one of India’s biggest fitness icons, and endorses multiple brands that revolve around health and wellness. But when it comes to her investments, Arora believes it’s an opportunity where she can be more than just a face. “I get a chance to endorse a dime and dozen other things in my life and I do that purely as a face. This goes way beyond just an endorsement,” she said. See Also: <a href="https://www.businessinsider.in/gully-boy-star-ranveer-singh-launches-incink-a-record-label-for-independent-indian-musicians/articleshow/68627830.cms">Bollywood star Ranveer Singh launches an independent record label amid India’s new love for hip-hop</a> <a href="https://www.businessinsider.in/baahubali-star-rana-daggubati-takes-indians-back-to-their-childhood-with-amar-chitra-katha-alive/articleshow/68879483.cms">This Baahubali star has a 10,000 square feet space to experience robotics, maths, and mythology</a>

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A dancer, a yogi, a chef, a coder and an angel investor wish they had NEP-like vocational courses growing up

Sanchita Dash

Reinventing love in a cluttered market

Guest Author

Jennifer Lopez and fiance Alex Rodriguez join Malaika Arora to invest in Indian startup Sarva

Sanchita Dash

Shahid Kapoor and Mira Kapoor invest in J-Lo and A-Rod backed Indian Yoga startup Sarva

Sanchita Dash

From Jennifer Lopez to Shahid Kapoor to now, Aishwaryaa Dhanush – this Chennai Yoga startup has a long list of celebrities from both Bollywood and Hollywood backing it

Sanchita Dash

Disney+ Hotstar to now offer fitness training content as it enters into a partnership with Brilliant Wellness, Cult.Fit and Sarva

BI India Partner

INTERVIEW: Why Bollywood celeb Malaika Arora doesn’t want to be just a ‘face’ for her startup investments

Sanchita Dash

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