Pluckk makes acquisition of D2C nutrition brand Upnourish

Pluckk, a first-of-its-kind digital lifestyle-oriented fresh  food brand, has announced the acquisition of Upnourish, one of India’s fastest-growing nutrition brands. The deal that is valued at $1.4 million, marks a significant milestone for both  companies, now enabling the growth of a new vertical focused on nutrition.  

Founded in 2021 by Aayushi and Kuonal Lakhapati, Upnourish, a venture by 23BMI Life  Sciences Pvt Ltd, is revolutionizing the nutrition industry with its award-winning meal  replacement products like smoothies, soups and bars along with personalized nutrition plans. Their innovative approach addresses various health concerns, such as weight  management, PCOD, diabetes, and high cholesterol. Their products are available Pan – India on leading platforms like Amazon, Flipkart, Reliance Freshpik, and Godrej Nature’s  Basket. Upnourish is the only Indian meal replacement brand to have an exhaustive range  of smoothie flavours like Double Chocolate, French Vanilla, Strawberry, Mango, Thandai  and Café Frappe and Soups in Manchow, Tomato, and Creamy Onion flavours. Upnourish’s target audience is typically in the age group of 28-55, both male & female &  majorly from Tier 1 & 2 Indian cities. 

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

Commenting on the acquisition, Pratik Gupta, CEO, Pluckk said, “We are taking our  commitment of 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 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.” 

Kuonal Lakhapati, Business head & Co-Founder, Upnourish, added, “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.  

Aayushi Lakhapati, Chief Nutritionist & Co-Founder, Upnourish, further added, “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 flavours that are convenient and accessible to all. With 

Pluckk’s commitment to clean and fresh produce, Upnourish will elevate their offering  thereby enabling holistic health to a much larger audience.” 

Pluckk serves major urban centers like 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.