NaturUp

What NaturUp does

NaturUp Food & Beverages Pvt. Ltd is an Indian consumer packaged goods company headquartered in Thrissur, Kerala, that produces and sells freeze-dried tender coconut water powder under the NaturUp brand. Founded around 2017, the company applies lyophilization (freeze-drying) technology to convert fresh tender coconut water sourced from South Indian green coconuts into a powder form, packaged in single-serve laminate sachets that mix with 200 ml of water to deliver hydration with natural electrolytes, carbohydrates, and zero added sugar, artificial colors, flavors, or preservatives. The product line comprises a core Tender Coconut Water Powder Mix (sold in 20, 40, 60, and 100 sachet packs at INR 500-2,500) and a Festive Gift Hamper line (10-25 sachets at INR 499-999), with both SKUs emphasizing clean-label positioning and a 1-year shelf life without preservatives.

The company operates a direct-to-consumer e-commerce model through naturupproducts.com with prepaid/COD payment options, supplemented by Amazon India marketplace listings and a distribution network active in Kerala, Karnataka, UAE, and Australia. Customer segments are diversified across health-conscious consumers, fitness and sports enthusiasts, travelers, gift buyers, culinary enthusiasts, and institutional buyers (hotels, canteens, hospitals), with the company citing 125,000+ cumulative customers, 4.6/5.0 stars across 5,544 verified reviews, and 50,00,000+ glasses served. Marketing is conducted through owned social channels (Facebook, Twitter/X, Instagram), blog content, email newsletter, WhatsApp support, and earned media coverage in major Indian and international publications. The business is bootstrapped with no disclosed external funding, employs 1-10 people, and is led by co-founders Nilin Babu and Antony Pathadan. A full-coconut utilization model sells coconut flesh to ice cream companies and converts husks and shells into byproducts, while the company has adopted a Plastic-Negative Brand commitment.

Name

NaturUp

Legal name

NaturUp Food & Beverages Pvt. Ltd

Website

https://naturupproducts.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

NaturUp is an Indian CPG company that converts fresh South Indian tender coconut water into shelf-stable powder sachets using freeze-drying technology, selling direct-to-consumer online, on Amazon India, and via distributors in UAE and Australia to health-conscious, fitness, and gifting consumers.

Ownership category

akta.pro rank

Product category

Coconut Water Powder Beverages

NAICS

Dried and Dehydrated Food Manufacturing (311423)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Dried & Dehydrated Fruit & Vegetables (Freeze-Dried, Air-Dried, Powders) (AFAKAFAE)

akta.pro secondary industry

Dried & Dehydrated Foods Manufacturing (AFAKACAK)

Keywords

• Freeze-dried coconut water
• Coconut water powder
• Natural electrolyte drinks
• Tender coconut products
• Instant hydration sachets

Headquarters

HQ city

Thrissur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue from selling tender coconut water powder mix sachets directly to consumers through the company's e-commerce website and Amazon marketplace. Multiple tiered packaging options (20, 40, 60, 100 sachets) with volume-based pricing. Additional revenue from festive gift hampers. COD and prepaid order options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

NaturUp produces and sells tender coconut water in a freeze-dried powder format, packaging the powder in single-serve laminated sachets that consumers mix with 200ml of water for instant hydration. The company markets these sachets directly to consumers through its own e-commerce website and Amazon India, and also bundles them into festive gift hampers. Manufacturing takes place in Kerala using South Indian green coconuts and proprietary freeze-drying (lyophilization) technology that preserves natural electrolytes and carbohydrates without added sugar, artificial colors, flavors, or preservatives.

Product overview

NaturUp is a coconut water-based food and beverage company that converts tender coconut water into powder format using freeze-drying technology. The product portfolio consists of two main offerings: the core Tender Coconut Water Powder Mix (available in various sachet pack sizes with a Buy 2 Get 1 promotion) and the Festive Gift Hamper (a curated gift set with sachets and greeting cards). Both products emphasize natural ingredients, zero added sugar, and portability for on-the-go hydration.

Differentiator

Problem solved

Functional benefit

Products and services

• NaturUp Tender Coconut Water Powder Mix with Natural Electrolytes for Instant Energy & Hydration India's first tender coconut water powder mix, made by freeze-drying fresh water from South Indian green coconuts to preserve natural electrolytes, potassium, sodium, magnesium, and carbohydrates. Each sachet is mixed with 200ml of water for instant hydration with zero added sugar, no artificial colors, flavors, or preservatives. Targeted at health-conscious consumers, fitness enthusiasts, and travellers seeking portable coconut water hydration.
• NaturUp Festive Gift Hamper A curated gift pack that combines NaturUp tender coconut water powder sachets with decorative greeting cards in a hamper format aimed at festive and special-occasion gifting. Available in 10, 15, 20, and 25 sachet sizes, with festive-season discount pricing (e.g., INR 499 for 10 sachets and INR 999 for 25 sachets). Designed for consumers seeking a distinctive, health-focused gifting option.

Quantifiable outcome

• 50,00,000+ glasses served
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Ice Cream Companies (Unnamed)minorChannel Partner/ Reseller/ DistributorCoconut flesh from processed coconuts is sold to various ice cream companies for use in their products. This represents a byproduct revenue stream from the coconut processing operation, helping offset costs and enable competitive pricing.
• Ocean-bound Plastic Removal Agencies (Unnamed)minorOthersPartnership with agencies that remove ocean-bound plastic from the environment. NaturUp finances plastic removal by setting aside a percentage of each product sold, accounting for all plastics generated annually.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Regional players

• Paper Boat (Hector Beverages): Leading Indian D2C beverage brand with nostalgic Indian flavors. Comparable as an Indian premium D2C beverage player with similar channel mix (own site + marketplaces), though significantly better funded.
• Raw Pressery: Indian cold-pressed juice and healthy beverage brand. Competes for the same health-conscious Indian consumer wallet and uses a similar premium D2C + marketplace go-to-market model.
• Real (Dabur): Dabur's mass-market fruit juice brand including coconut water SKUs. Comparable as the dominant Indian packaged coconut water brand and the primary mass-market alternative NaturUp must position against.

Direct peers

• Harmless Harvest: US-based premium coconut water brand built on a clean-label, no-additive proposition. Comparable to NaturUp on premium positioning, zero-added-sugar story and consumer demand for natural electrolytes.
• O.N.E. Coconut Water: Established packaged coconut water brand sold globally in PET and tetra-pack formats. Directly comparable consumer proposition of natural coconut-water hydration, and a likely format-extension candidate.
• Coco Mama: Thai brand selling freeze-dried young coconut products in snack and powder form. Most directly comparable to NaturUp's freeze-dried tender coconut water powder technology and shelf-stable format.

Broad incumbents

• Vita Coco: The global category-leading coconut water brand owned by The Vita Coco Company. Competes in the same end-use occasion (natural electrolyte hydration) at vastly greater scale, and would be the natural large entrant into powder formats.
• Zico: Coca-Cola-owned coconut water brand. Competes in the same hydration occasion with the distribution scale of a global beverage incumbent, making it a key competitive threat if it extends into powder formats.
• Tropicana: Global juice and beverage giant owned by PepsiCo. Comparable as a broad-line beverage incumbent that already competes for Indian hydration occasions and could easily extend into coconut water powder.

Emerging players

• The Coconut Collaborative: UK-based brand built entirely around coconut-based products (yogurts, drinks). Comparable clean-label, coconut-first positioning and similar stage of category-building, though in dairy alternative form rather than freeze-dried powder.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/naturupindia
• Facebookfacebook.com/naturupindia
• Instagraminstagram.com/naturupindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NaturUp