Pluckk Acquires D2C Nutrition Brand Upnourish
New Delhi| Pluckk, the first-of-its-kind digital lifestyle-oriented fresh food brand, has announced the acquisition of Upnorish, one of India’s fastest growing nutrition brands. The deal, valued at $1.4 million, marks an important milestone for both companies. This will now strengthen the development of a new vertical focused on nutrition.
Founded in 2021 by Ayushi and Kuonal Lakhpati, Upnourish is a venture of 23BMI Life Sciences Pvt Ltd, revolutionizing the nutrition industry with its award-winning meal replacement products such as smoothies, soups and bars, as well as individual nutrition plans. Their nocic approach addresses various health concerns such as weight management, PCOD, diabetes and high cholesterol. Their products are available across India on major platforms like Amazon, Flipkart, Reliance FreshPunk and Godrej Basquette.
Upnourish is the only Indian meal replacement brand to have a wide range of soups in smoothie flavors like Double Chocolate, French Vanilla, Strawberry, Mango, Thandai and Cafe Frappe and Muncho, Tomato and Creamy Onion flavors. Upnourish’s target customers are generally in the 28-55 age group, including both male and female and are mainly from Tier 1 and 2 Indian cities.
Meanwhile, Pluckk has redefined ‘farm-to-table’ by offering more than 300 fruits, vegetables, meal kits, juices, dips, soups, smoothies and salads directly to consumers, bypassing middlemen. Pluckk ensures the freshest, highest quality products through innovations such as ozone-washing and traceability. Commenting on the acquisition, Pluck CEO Prateek Gupta said, “We are taking our commitment to provide Pluckk’s customers with the best quality fresh food to the next level by adding a nutritional dimension”. We are thrilled to welcome Upnourish to the Pluckk family, as this move will directly benefit Pluck’s customers. Their products have really changed their customers’ lives by making it easier to meet their nutritional needs on the go through their meal replacement smoothies, soups and bars.”
Kuonal Lakhpati, business head and co-founder of Upnaurish, said, India’s share in the “global nutrition category is expected to increase 6-fold from 2 to 12 percent by 2029. We’re thrilled to join hands with Pluck in this exciting new chapter. Pluckk’s commitment to delivering clean, fresh, high-quality products, combined with Upnourish’s innovative and convenient nutrition products, puts us in a position to make people slinky, fit and bold.
Ayushi Lakhpati, chief nutritionist and co-founder of Upnorish, said, “With our current busy lifestyle, most people do not give priority to nutrition. We are solving this nutrition problem through easy-to-use and delicious meal replacement smoothies, soups and bars in many exciting flavors, convenient and accessible to everyone. With Pluckk’s commitment to clean and fresh tapestry, Upnourish will further improve its offering, to improve the health of its customers.”