In a strategic move to diversify its product portfolio, fresh fruits and vegetables platform Pluckk has acquired the direct-to-consumer (D2C) nutrition brand Upnourish for $1.4 million. This acquisition aims to enhance Pluckk’s offerings while establishing a new vertical focused on nutrition.
About Upnourish
Founded in 2021 by the husband-wife duo of Aayushi Lakhpati and Kuonal Lakhapati, Upnourish specializes in on-the-go meals, including smoothies, soups, and bars, as well as personalized nutrition plans.
Statements on the Acquisition
Pratik Gupta, founder and CEO of Pluckk, expressed enthusiasm about welcoming Upnourish into the Pluckk family, stating that the acquisition directly benefits Pluckk customers by addressing their on-the-go nutrition needs through Upnourish’s innovative products.
Overview of Pluckk
Founded in 2021 by Pratik Gupta, Pluckk operates on a farm-to-table model, offering a wide array of products, including:
- Fresh fruits and vegetables
- Meal kits
- Juices
- Dips
- Soups
- Smoothies
- Salads
Pluckk serves customers in Delhi, Mumbai, Bengaluru, and Pune through its app and website, as well as through platforms like Amazon, Swiggy Instamart, Zepto, Blinkit, and Flipkart Minutes. The company claims to deliver over 2 million products monthly to approximately 500,000 households.
Upnourish’s Vision
Kuonal Lakhapati, co-founder and business head of Upnourish, shared excitement about the partnership, highlighting that Pluckk’s commitment to providing clean, fresh, high-quality produce, combined with Upnourish’s convenient nutritional products, positions them to help consumers lead healthier lifestyles.
Recent Funding and Market Context
Last year, Pluckk received funding from Bollywood actress Kareena Kapoor Khan and is also backed by Exponentia Ventures.
This acquisition comes at a time when the Indian health-focused D2C sector is experiencing growth, driven by increasing consumer health consciousness post-pandemic. The rise of smartphone penetration and affordable internet access has further propelled India’s D2C economy, with the market expected to reach $100 billion by 2025, according to an Inc42 report. The food and beverage (F&B) sector alone is projected to reach $68 billion by 2030.
In recent weeks, other D2C brands have also attracted investment, including The Health Factory, which secured $3.5 million (approximately INR 29.2 crore) in a seed funding round led by Peak XV Partners’ accelerator program, Surge. Similarly, the health food brand Alpino raised $1.2 million from actress Shilpa Shetty and various angel investors.
Important Points Summary:
- Acquisition Amount: Pluckk acquires Upnourish for $1.4 million.
- New Vertical: The acquisition enables Pluckk to focus on a new nutrition vertical.
- About Upnourish: Founded in 2021, specializes in on-the-go meals and personalized nutrition plans.
- CEO Statements: Pluckk’s CEO emphasizes the benefits of Upnourish’s products for customer nutrition.
- Pluckk’s Offerings: Products include fruits, vegetables, meal kits, juices, dips, soups, smoothies, and salads.
- Geographic Reach: Operations in Delhi, Mumbai, Bengaluru, and Pune.
- Market Context: Increasing consumer health consciousness post-pandemic; D2C market expected to reach $100 billion by 2025.
- Recent Investments: Other D2C brands like The Health Factory and Alpino are also securing significant funding.
This acquisition underscores Pluckk’s commitment to enhancing its product range while responding to the growing demand for nutritious and convenient food options in India.
