D2C food and beverage brand Nuvie has raised $450K (around INR 3.8 Cr) in its maiden pre-seed funding round led by startup accelerator PedalStart, with participation from marquee angels including Mukesh Bansal (founder of Myntra, Cult.fit), Ayyappan R, Chanakya Gupta, and Arun Sharma.
The Bengaluru-based startup, which was founded in May 2024 by Prashant Paliwal and Hem Narayan, plans to deploy the fresh capital towards product innovation, brand building, content creation, distribution expansion, and growth acceleration.
Nuvie operates in the rapidly growing “better-for-you” F&B segment and is looking to redefine healthy consumption with products that are functional yet indulgent. The brand launched with a range of lactose-free ready-to-drink protein shakes in three flavours, and is now expanding its portfolio with five new shake variants, protein chocolate bars, and Proffee — a protein-infused cold coffee targeting the health-conscious GenZ and millennials.
The company claims to be present in over 100 premium retail outlets across metros including Delhi, Mumbai, Hyderabad, and Chennai, and in more than 200 gyms. It has also built distribution via quick commerce platforms like Blinkit, Instamart, and BigBasket, while ramping up sales through its direct-to-consumer (D2C) website.
According to the founders, Nuvie clocked INR 10 Lakh+ in monthly revenue within its first month of launch, reflecting strong early traction. The startup now aims to close CY2025 with an annual revenue run rate (ARR) of INR 10 Cr.
The funding comes at a time when India’s health-first F&B segment continues to attract investor attention, with consumers increasingly prioritising nutrition, clean labels, and functional ingredients.
