The acquisition encompasses the entire Vitabiotics Group, including its Meyer Organics arm in India and operations in Egypt. While ownership shifts to the Boston-based private investment firm, the company’s core identity will remain anchored in the U.K. Tej Lalvani, who served as a judge on the BBC’s entrepreneurial show until 2021, will retain his leadership role to oversee the transition.

Bain Capital partner Pawan Singh highlighted the firm's existing expertise in the Indian market as a catalyst for the brand’s next chapter. The company, known for staples like Perfectil and Wellman, aims to leverage Bain’s logistical resources to push into new territories. For Lalvani, the partnership represents a strategic move to scale a business that has been a family fixture since 1971, moving beyond its domestic dominance into a broader global stage.