Fresh food brand Pluckk buys D2C nutrition brand Upnourish for $1.4 million

Mumbai-based digital lifestyle fresh food brand Pluckk has acquired Upnourish, a direct-to-consumer nutrition brand, for $1.4 million.

With this acquisition, Pluckk aims to offer a wider range of health-focused products, integrating Upnourish’s meal replacement solutions into its portfolio.

“We are thrilled to welcome Upnourish into the Pluckk family as this move directly benefits Pluckk customers. Their products have truly transformed the lives of their customers by making it easy to solve on-the-go nutrition needs through their meal replacement smoothies, soups, and bars,” said Pratik Gupta, CEO of Pluckk.

What does Upnourish do?

Founded in 2021 by Aayushi and Kuonal Lakhapati, Upnourish, which operates under 23BMI Life Sciences Pvt Ltd., specializes in meal replacement smoothies, soups, and bars and also offers personalized nutrition plans.

The startup's approach addresses various health concerns, including weight management, PCOD, diabetes, and high cholesterol.

It offers a wide range of unique flavors, from Double Chocolate and French Vanilla to Tomato and Manchow soups, catering to a health-conscious audience across major e-commerce platforms like Amazon, Flipkart, Reliance Freshpik, and Godrej Nature’s Basket.

Pluckk's market presence

Pluckk, which delivers fresh produce directly to consumers, offers over 300 items, including fruits, vegetables, meal kits, and juices. 

The company serves major urban centers like Delhi, Mumbai, Bengaluru, and Pune, ensuring access to high-quality food through online platforms such as Amazon and Swiggy. 

By acquiring Upnourish, It is adding a nutrition-focused vertical that complements its existing farm-to-table model.

“With our current hectic lifestyles, the vast majority of people do not prioritize nutrition. We are solving this nutrition problem through easy-to-use and tasty meal replacement smoothies, soups, and bars in several exciting flavors that are convenient and accessible to all," said Aayushi Lakhapati, Chief Nutritionist and Co-Founder of Upnourish.

“With Pluckk’s commitment to clean and fresh produce, Upnourish will elevate its offerings, enabling holistic health for a larger audience,” Aayushi added.

Rising demand for nutrition solutions in India

“India’s share in the global nutrition category is poised to grow by 6X from 2% to 12% by 2029. We are thrilled to join hands with Pluckk in this exciting new chapter. Pluckk’s commitment to delivering clean, fresh, high-quality produce, combined with Upnourish’s innovative and convenient nutritional products, positions us to make people leaner, fitter, and bolder,” shared Kuonal Lakhapati, Business head & Co-Founder, Upnourish.