Pluckk Acquires D2C Nutrition Brand Upnourish For $1.4mn

Pluckk, an innovative digital lifestyle fresh food business, has announced the purchase of Upnourish, a rapidly expanding nutrition brand in India. The $1.4 million contract is a major achievement for both businesses as it opens up opportunities for the development of a new nutrition-focused vertical.

Upnourish, a venture by 23BMI Life Sciences Pvt Ltd, was founded in 2021 by Aayushi and Kunal Lakhapati. With its award-winning meal replacement products including smoothies, soups, and bars along with customised nutrition regimens, Upnourish is revolutionising the nutrition sector. Their creative method tackles a number of health issues, including diabetes, PCOD, high cholesterol, and weight control. Leading online retailers including Amazon, Flipkart, Reliance Freshpik, and Godrej Nature's Basket offer their items throughout India.

The only Indian meal replacement brand with a wide variety of smoothie flavors is Upnourish. The target market for Upnourish is primarily from Tier 1 and Tier 2 Indian cities and typically consists of men and women in the age range of 28 to 55. By providing over 300 fruits, veggies, meal kits, juices, dips, soups, smoothies, salads, and other products directly to customers while avoiding middlemen, Pluckk redefines the term "farm-to-table." Pluckk uses cutting-edge techniques like traceability and ozone cleaning to guarantee the freshest, best-quality fruit.

Commenting on the acquisition, Pratik Gupta, CEO, of 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.”

Aayushi Lakhapati, Chief Nutritionist & Co-Founder, of Upnourish 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.”