GrowthStory Backed Health-tech Startup Grow Fit Acquires Drink King

Mobile health company Grow Fit, which is committed to helping more than 300 million Indians at risk of contracting lifestyle diseases achieve peak wellness, has announced its expansion into Functional Beverages with the acquisition of Drink King. The acquisition, which was made for an undisclosed consideration of cash and stock, makes Grow Fit a one-stop solution for those seeking a companion on their preventive health and wellness journey.

Grow Fit (www.getgrowfit.com) is backed by entrepreneurship platform, GrowthStory (www.growthstory.in).

Post the acquisition, Grow Fit’s offerings will span areas including expert health advice, customised diet plans, therapeutic and functional foods, and nutritional beverages.

Following the trend in the West, meal replacements are gaining popularity in India - especially among the younger generation interested in adopting a healthy lifestyle.  Analysts forecast the global meal replacement market to grow at a CAGR of 7.1% between 2016 -2020. According to a recent PWC report, India ranks among the top 10 global growth markets for nutrition F&B. With the fast paced lives of today’s generation and increasing focus on preventive healthcare, the category is expected to expand.

A nutritional beverage platform started in early 2015, Drink King provides millennials and busy professionals with wholesome beverages that could serve as a quick meal while also fulfilling daily nutritional requirements. Catering to committed gym-goers, Drink King offers customised options for special regimes like detox, muscle gain and weight loss.

Commenting on the acquisition, Jyotsna Pattabiraman, CEO at Grow Fit said, “Grow Fit combines data science, medical science and behavioural insights to guide people to a healthier, happier version of themselves. We are the only mobile health solution that goes beyond giving advice to actual implementation. Our acquisition of Drink King augments our commitment to providing our 100,000 customers comprehensive and easy solutions for all their everyday health and wellness needs”.

Ritvik Sharma and Arpit Goyal, Co-Founders, Drink King, said, “Our alignment with Grow Fit helps us expand our service offering and meet the growing demand for healthy meal replacement options in India. We started Drink King after finding a lack of healthy options available both online and on-ground. What is available today is mostly either too high in sugar, or does not have enough protein, fat, or fiber. Drink King allows customers to order custom smoothies that are prepared fresh from organic fruits, green vegetables and vital supplements.”

There are around 3 million active gym goers/ health club members in India. The key to capturing this segment is customizing the health shakes to individuals that appeal to their needs and also providing them consultations round the clock. While there are plenty of options available in the market, each body reacts differently to foods and supplements. Understanding what works well for their body is of utmost importance and this is why a scientifically engineered diet is a must. The integration of Drink King into Grow Fit’s operations is a step forward in this direction.