Upnourish by Pluckk's growth reflects changing consumer preferences towards clean-label, science-backed nutrition and plant protein-based products.

In 2024, Pluckk acquired functional nutrition and wellness brand Upnourish as part of its portfolio expansion. Over the following 18 months, Upnourish recorded 5X overall growth, with its plant protein range growing 10X during the same period.

Shifting consumer preferences

The growth comes amid changing consumer preferences in India’s health, wellness and nutrition market. Consumers are increasingly seeking clean-label and science-backed products as part of their daily routines, while plant protein continues to gain attention as a source of fibre, nutrients and other dietary benefits.

Product growth

The brand’s Plant Protein Bar, made from a pea-and-rice blend, contains 15 grams of protein and is free from refined sugar and preservatives. Available in three flavours across more than 50 Indian cities through retail, digital and D2C channels, the product line is expected to expand with a fourth flavour following the brand’s entry into the UK market.

Expansion across categories

The brand’s personalised nutrition services and functional foods portfolio, including meal-replacement shakes and soups, have each recorded 3X growth. Upnourish’s products are developed in collaboration with nutritionists and form part of Pluckk’s broader portfolio spanning fresh foods, salads, functional nutrition and preventive wellness.

Consumer trends

For nutrition programs, women consumers have been a primary growth driver, seeking support for fat loss, PMOS, thyroid, diabetes, and metabolic health. Notably, while 70% of users come from India’s top metros, a fast-growing 30% now belongs to Tier 2 cities, a clear sign that preventive wellness is finding new ground well beyond urban centres.

Popular products

On the product side, Shakes and Soups have gained popularity amongst working professionals and fitness-conscious consumers seeking balanced nutrition in convenient formats. In Shakes, Chocolate leads consistently across D2C and Amazon, with seasonal favourites like Thandai and Mango building a loyal following of their own.

Unlike many conventional nutrition products positioned for occasional or niche consumption, Upnourish’s offerings are for daily use, with clean-label testing and nutritionist-led development at the core.

Leadership comments

Pratik Gupta, CEO & Co-founder of Pluckk, said, “India’s approach to health today has fundamentally evolved, with consumers actively seeking clean-label and functional products that fit seamlessly into their daily routines. Pluckk has always stood for safe, fresh, and clean choices, and with Upnourish joining the ecosystem, the brand is now further strengthening its nutrition offering bringing everyday wellness without preservatives, sugar, or palm oil. Together, we are committed to building a trusted, accessible, and high-quality wellness ecosystem, and this milestone is a strong validation of that vision.”

Looking ahead

Pluckk is currently operating at an annualised revenue run rate of ₹100 crore in FY25. Upnourish forms part of a portfolio that includes cold-pressed juices, clean-label FMCG products and fresh farm produce. The company plans to continue expanding its presence across these categories in India and international markets.