In a landscape where health food often sacrifices taste for nutrition, Bengaluru-based startup Nuvie is attempting a bold reversal infusing indulgence with wellness in a way that consumers may not have seen before. Founded in 2024 by former Cult.fit leaders Prashant Paliwal and Hem Narayan, Nuvie is taking on the challenge of making healthy eating enjoyable, sustainable, and flavorful. The young venture has now secured $450,000 (INR 3.8 crore) in a pre-seed funding round led by startup accelerator PedalStart, marking its first external capital raise.

A Joyful Take on Functional Foods

At its core, Nuvie’s mission is to redefine how India consumes nutrition. The company champions a “Better-for-You” ethos by offering high-protein, low-guilt alternatives to everyday treats, from lactose-free protein shakes to protein-infused cold coffee (“Proffee”) and upcoming protein-rich chocolates. Rather than following the rigid, performance-first tone of much of the health food industry, Nuvie positions itself as approachable, fun, and lifestyle-friendly.

The founders envision a health brand where flavour and enjoyment aren’t afterthoughts but fundamental pillars. “We’re not just another nutrition brand, Nuvie is about joyful eating without the guilt,” Paliwal and Narayan said in a joint statement.

Early Momentum and Market Response

Nuvie has reported a strong debut, claiming ₹10 lakh+ in monthly revenues from its very first month of launch. This rapid traction signals growing demand from India’s urban and semi-urban population for healthier yet accessible food options. The company has already secured shelf space in 100+ premium retail outlets and is present in over 200 gyms across Delhi, Mumbai, Hyderabad, and Chennai. It also features prominently on quick-commerce platforms like Blinkit, Instamart, and Big Basket.

What the Funding Fuels

The freshly raised capital will be deployed toward product innovation, brand-building, and content creation. A portion is earmarked for expanding distribution both offline and online, as the company doubles down on its direct-to-consumer (D2C) push via its own digital platforms.

Investors backing the round include a seasoned roster of entrepreneurs and operators:

• Mukesh Bansal, founder of Myntra and Cult.fit
• Ayyappan R, founder of FirstClub and former CEO of Cleartrip
• Chanakya Gupta, co-founder of Tuco Kids and ex-SVP at Flipkart
• Arun Sharma, co-founder and CPO of Qlub UAE

Speaking on the investment, PedalStart co-founders Manas Pal and Aditya Darolia described Nuvie as a “category-creating brand” that brings taste, convenience, and nutrition into one ecosystem. “India’s nutritious food market is booming, but real innovation has lagged. Nuvie stands out for making health not just accessible, but truly desirable,” they noted.

On Track for ₹10 Cr ARR

Looking ahead, Nuvie is targeting an annual recurring revenue (ARR) of ₹10 crore by the end of CY2025. The startup is also planning to launch five new shake variants, expanding its portfolio of high-protein, fiber-rich consumables designed for India’s rising tribe of health-conscious consumers, especially first-time users who are exploring wellness not as a regimen, but as a lifestyle.

A Fresh Narrative in India’s Health Food Boom

In many ways, Nuvie is riding and reshaping, the new wave of consumer health in India. As Indians become increasingly mindful about what they eat, startups like Nuvie are stepping in to challenge the notion that health must come at the cost of pleasure.

By delivering functional yet flavorful options, Nuvie isn’t just selling nutrition, it’s attempting to change the narrative. One protein shake, chocolate bar, and “Proffee” at a time.

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