Pluckk Acquires D2C Nutrition Brand Upnourish for $1.4M

Pluckk, a pioneering digital lifestyle brand focused on fresh food, has announced the acquisition of Upnourish, one of India's fastest-growing nutrition brands, in a deal valued at $1.4 million. This strategic move marks a significant milestone for both companies, paving the way for a new vertical centred on nutrition.

Founded in 2021 by Aayushi and Kuonal Lakhapati, Upnourish, operated by 23BMI Life Sciences Pvt Ltd, is revolutionising the nutrition industry with its award-winning meal replacement products. These include delicious smoothies, hearty soups, and nutritious bars, accompanied by personalised nutrition plans. Their innovative approach effectively addresses various health concerns, such as weight management, PCOD, diabetes, and high cholesterol. Upnourish products are available nationwide through leading platforms like Amazon, Flipkart, Reliance Freshpik, and Godrej Nature’s Basket.

Upnourish distinguishes itself as the only Indian meal replacement brand offering an extensive range of smoothie flavours, including Double Chocolate, French Vanilla, Strawberry, Mango, Thandai, and Café Frappe, as well as soups in Manchow, Tomato, and Creamy Onion varieties. Their target audience spans individuals aged 28-55, both male and female, primarily in Tier 1 and Tier 2 Indian cities, making their products appealing to a broad demographic seeking convenient health solutions.

Meanwhile, Pluckk redefines the 'farm-to-table' experience by providing over 300 fruits, vegetables, meal kits, juices, dips, soups, smoothies, and salads directly to consumers, bypassing intermediaries. The brand ensures the freshest, highest-quality produce through innovations like ozone-washing and traceability.

Pratik Gupta, CEO of Pluckk, says, “We are taking our commitment to providing the best quality fresh food to Pluckk’s customers to the next level by adding a nutrition dimension. We are thrilled to welcome Upnourish into the Pluckk family, as this move directly benefits our customers. Their products have transformed lives by addressing on-the-go nutrition needs with their meal replacement options.”

Kuonal Lakhapati, Business Head and Co-Founder of Upnourish, says, “India’s share in the global nutrition category is poised to grow sixfold, from 2% to 12% by 2029. We are excited to join hands with Pluckk in this new chapter. Pluckk’s commitment to delivering clean, fresh, high-quality produce, combined with Upnourish’s innovative products, positions us to make people leaner, fitter, and bolder.”

Aayushi Lakhapati, Chief Nutritionist and Co-Founder of Upnourish, says, “With our hectic lifestyles, many people do not prioritise nutrition. We are addressing this issue with easy-to-use and tasty meal replacement options that are accessible to all. Upnourish will elevate its offerings through Pluckk’s commitment to fresh produce, enabling holistic health for a larger audience.”

Pluckk serves major urban centres such as Delhi, Mumbai, Bangalore, and Pune, ensuring fresh produce is accessible through top online and offline retailers, including Amazon, Nature's Basket, Swiggy, Zepto, and Blinkit. By fostering direct connections between farmers and consumers, Pluckk delivers over 2 million products each month to 500,000 households.

The acquisition of Upnourish positions Pluckk to expand its portfolio in the booming health and wellness sector. With consumer demand for convenient and nutritious food options on the rise, this partnership aims to cater to health-conscious consumers seeking both quality and innovation. As the competition in the nutrition market intensifies, this strategic alliance is poised to enhance brand visibility and consumer loyalty.

For those interested in exploring nutritious food options, visit Pluckk and Upnourish to discover their exciting range of products designed to support a healthy lifestyle.