Upnourish
Upnourish is a plant-based meal replacement sub-brand of Pluckk, selling 15g Plant Protein Bars and adjacent smoothie/soup products exclusively through the Pluckk e-commerce platform to health-conscious consumers in Mumbai, Bengaluru, and Delhi/Gurgaon.
- Company typePrivate
- Founded-
- HeadquartersMumbai, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Upnourish does
Upnourish is a meal replacement sub-brand operated by SAFRESH Technology Pvt Ltd, the Mumbai-based private company that runs the Pluckk fresh produce e-commerce platform. The brand is positioned in the plant-based nutrition category, with its core product being 15g Plant Protein Bars available in four flavors (Choco Peanut Butter, Cocoa Hazelnut, Cafe Mocha, and Orange Cocoa). Products are formulated as all-natural, gut-friendly, vegan-certified bars with 15g of plant protein per 50g serving. The portfolio has expanded to include adjacent meal replacement formats such as protein soups, protein smoothies, and bundled meal boxes like the Sip & Shred Box.
Upnourish products are sold exclusively through Pluckk's owned e-commerce channels — the pluckk.in website and dedicated iOS and Android mobile apps — with delivery currently limited to three Indian metros: Mumbai, Bengaluru, and Delhi/Gurgaon. The business model is direct-to-consumer one-time purchase with no subscription mechanism disclosed; products are offered as single units at ₹110, multi-packs (2, 4, or 6 bars) at scaled pricing, and the Sip & Shred Box at ₹1,999. Marketing is conducted through Pluckk's owned digital ecosystem including YouTube recipe content, social media, and email newsletters.
The brand carries third-party certifications supporting its clean-label positioning: HACCP food safety certification, Non-GMO certification, and Plastic Neutral certification via a sustainability partnership with ReCircle. Upnourish does not have a separate founding date, independent legal entity, disclosed funding, or management team in the source data; it is operated as a sub-brand line within SAFRESH Technology Pvt Ltd, which appears to be a founder-controlled private company with no disclosed external investors.
Upnourish firmographics
Firmographics- Name
- Upnourish
- Legal name
- SAFRESH Technology Pvt Ltd
- Website
- https://upnourish.co
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Upnourish is a plant-based meal replacement sub-brand of Pluckk, selling 15g Plant Protein Bars and adjacent smoothie/soup products exclusively through the Pluckk e-commerce platform to health-conscious consumers in Mumbai, Bengaluru, and Delhi/Gurgaon.
- Ownership category
- akta.pro rank
Upnourish industry classification
Industry- Product category
- Meal Replacement Nutrition
- NAICS
- Nonchocolate Confectionery Manufacturing (31134), Other Specialty Food Retailers (44529)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052), Food And Kindred Products (2000)
- akta.pro primary industry
- Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing (AFAKAGAK)
- akta.pro secondary industries
- Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged) (CRADAAAJ), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)
Keywords
Where Upnourish is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Upnourish business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Direct Product Sales: Upnourish generates revenue through direct e-commerce sales of plant protein bars and meal replacement products via the Pluckk platform. Products are sold in individual units, multi-packs (2, 6 units), and bundled meal boxes at varying price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Protein Bar (50g) - ₹110 |
| Unit Pricing | Pay-as-you-go | Protein Bar Pack of 2 - ₹220 |
| Unit Pricing | Pay-as-you-go | Protein Bar Pack of 6 - ₹660 |
| Unit Pricing | Pay-as-you-go | Sip & Shred Box - ₹1,999 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Upnourish product offering
Product offeringCore offering
Upnourish designs and sells plant-based meal replacement products — primarily 15g plant-protein bars in multiple flavors (Choco Peanut Butter, Cocoa Hazelnut, Cafe Mocha, Orange Cocoa), plus protein soups, protein smoothies, and bundled boxes such as the Sip & Shred Box. All products are vegan, all-natural, and gut-friendly, and are sold exclusively to consumers through the Pluckk e-commerce platform (web and mobile app) with home delivery in select Indian cities.
Product overview
Upnourish is a meal replacement brand sold exclusively through Pluckk, an Indian online grocery delivery platform operated by SAFRESH Technology Pvt Ltd. The product portfolio consists of 15g Plant Protein Bars available in multiple flavors (Choco Peanut Butter, Cocoa Hazelnut, Cafe Mocha, Orange Cocoa) sold as individual bars, multi-packs of 2, 4, or 6 units, and variety packs. The brand also offers the Sip & Shred Box, a bundled meal replacement solution combining high-protein smoothies and plant protein bars. All products feature all-natural, gut-friendly formulations with vegan plant protein as the core ingredient.
Differentiator
Problem solved
Functional benefit
Brands
- Upnourish: Plant-based meal replacement brand offering protein bars, protein soups, and protein smoothies with 15g plant protein per serving.
Products and services
- 15g Plant Protein Bar — Choco Peanut Butter Vegan plant protein bar with 15g protein per 50g serving, all-natural and gut-friendly ingredients, in Choco Peanut Butter flavor. Sold individually and in Pack of 2 / Pack of 4 options. Targeted at health-conscious consumers and fitness enthusiasts seeking convenient plant-based protein.
- 15g Plant Protein Bar — Cocoa Hazelnut Plant protein bar with 15g protein per 50g serving in Cocoa Hazelnut flavor. Available as a single 50g bar, Pack of 2 (2x50g), and Pack of 6 (6x50g/300g). Vegan, all-natural, gut-friendly.
- 15g Plant Protein Bar — Cafe Mocha Plant protein bar with 15g protein per 50g serving in Cafe Mocha flavor. Sold as single 50g bar, Pack of 2, and Pack of 6 (300g). Vegan, all-natural, gut-friendly.
- 15g Plant Protein Bar — Orange Cocoa Plant protein bar with 15g protein per 50g serving in Orange Cocoa flavor. Available in single bar, Pack of 2, and Pack of 6 options. Vegan, all-natural, gut-friendly.
- Protein Bars Assorted (Orange Cocoa, Cafe Mocha & Cocoa Hazelnut) — Pack of 6 Assorted multi-flavor pack containing 6 plant-protein bars across Orange Cocoa, Cafe Mocha, and Cocoa Hazelnut, with 15g plant protein per bar. Sold at ₹660 per pack.
- Sip & Shred Box On-the-go meal replacement bundle combining high-protein smoothies and Upnourish plant protein bars, targeted at fitness goals. Priced at ₹1,999 (20% off from ₹2,499).
- 15g Plant Protein Bar — Choco Peanut Butter & Hazelnut Combo Combo pack combining Cafe Mocha and Hazelnut plant-protein bars (2x50g), each providing 15g plant protein. Vegan, all-natural, gut-friendly.
Quantifiable outcome
- 15g protein per 50g bar
- +1 more outcomes
Companies that use Upnourish
Customer profileSegments2 records
Ideal customer profiles2 records
Upnourish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Upnourish partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ReCirclecoreReCircle is Pluckk's sustainability partner for the Plastic Neutral Program. Through this partnership, an equal amount of plastic used by Pluckk in its operations is collected, recycled, and offset. ReCircle works with informal waste workers to collect low-value plastic waste from landfills and communities, process it, and convert it to alternative applications like road-making or energy recovery.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Upnourish competitors and assessment
Company assessmentEmerging players
- Bold Care: Indian D2C health and wellness brand expanding into nutrition, snacking, and personal care. Adjacent to Upnourish on premium D2C health positioning and target consumer, though broader in product scope.
Broad incumbents
- Oziva: Larger Indian plant-based nutrition brand spanning protein powders, bars, and meal replacements. Comparable on plant-protein and meal-replacement positioning, but with a broader portfolio and significantly larger scale and offline presence.
- Pluckk: Parent brand of Upnourish, operating an Indian e-commerce platform for fresh produce, ready-to-cook, and meal-replacement products. Included as a peer because Upnourish's distribution, content, and customer base are entirely inherited from Pluckk.
Direct peers
- Yoga Bar: One of India's leading high-protein bar brands, offering muesli, protein bars, and breakfast snacks through D2C and offline retail. Directly comparable to Upnourish on product format (protein bars), Indian health-conscious consumer targeting, and clean-label positioning.
- The Whole Truth: Indian clean-label protein bar and snack brand built around 'no false claims' and transparent ingredient labeling. Direct competitor to Upnourish's all-natural, vegan-certified positioning, with overlapping target segments and omnichannel distribution.
- True Elements: Indian health-food brand offering protein bars, breakfast cereals, seeds, and snacks with a clean-label, no-added-sugar positioning. Overlaps with Upnourish on protein-bar SKU, gut-friendly claims, and online-first distribution.
- RiteBite (MuscleBlaze): RiteBite protein bars are sold under the MuscleBlaze sports nutrition portfolio targeting fitness-conscious Indian consumers. Comparable on protein-bar format, fitness-oriented positioning, and India D2C plus retail distribution.
- Pluff: Indian plant-based protein snack brand positioned for health-conscious consumers. Comparable to Upnourish on plant-protein snack format and India D2C distribution.
Others
- Raw Pressery: Indian cold-pressed juice and functional beverage brand, also sold through Pluckk's freshness category. Adjacent to Upnourish through health-and-convenience positioning and overlap on premium Indian urban consumers, though focused on beverages.
Regional players
- Nakd: UK-based plant-based fruit and protein bar brand with no added sugar. Comparable to Upnourish on vegan, clean-label bar formulation, but operates primarily in European and UK markets rather than India.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Upnourish social profiles
Digital presenceUpnourish compliance and trust
Trust signalCompliance3 records
Upnourish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upnourish leadership team
Management profileNumber of profiles
Upnourish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upnourish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upnourish
What does Upnourish do?
Upnourish designs and sells plant-based meal replacement products — primarily 15g plant-protein bars in multiple flavors (Choco Peanut Butter, Cocoa Hazelnut, Cafe Mocha, Orange Cocoa), plus protein soups, protein smoothies, and bundled boxes such as the Sip & Shred Box. All products are vegan, all-natural, and gut-friendly, and are sold exclusively to consumers through the Pluckk e-commerce platform (web and mobile app) with home delivery in select Indian cities.
Is Upnourish a public or private company?
Upnourish is a private company. It is classified as unknown and is currently operating.
When was Upnourish founded?
Upnourish was founded in -1. It employs 1 to 10 people.
Where is Upnourish based?
Upnourish is headquartered in Mumbai, India, in the Asia region.
How does Upnourish make money?
One revenue line is on record: direct Product Sales.
Who are Upnourish's main competitors?
Bold Care is listed as an emerging player. Broad incumbents are Oziva and Pluckk. Direct peers are Yoga Bar, The Whole Truth, True Elements, RiteBite (MuscleBlaze) and Pluff. Raw Pressery is listed as an others. Nakd is listed as a regional player.
Does Upnourish have an API?
No public API is recorded for Upnourish.
What industry is Upnourish in?
Upnourish's product category is Meal Replacement Nutrition. Its primary akta.pro industry code is AFAKAGAK, Alternative Protein Snacks, Bars & RTD Nutrition Manufacturing, with a secondary code of CRADAAAJ, Shelf-Stable Ready-to-Eat Meals & Meal Kits (Packaged). Its NAICS code is 31134 and its SIC code is 2090.