Prashant Paliwal, co-founder of Nuvie alongside Hem Narayan, both ex-Cult.fit leaders, is on a mission to make daily protein easy to stick to. Prashant shared how Nuvie transforms protein into indulgent treats —like sugar-free, lactose-free protein shakes and India’s first “Proffee” (protein cold coffee)—proving wellness can be fun, not punishing.
Roots in Fitness, Born from Real Pain Points
Prashant and Hem’s paths converged at Cult.fit, where they saw busy Indians craving nutrition that fits chaotic lives. After chatting with over 500 customers, they launched Nuvie in 2024 to deliver “feel-good, good food”: protein milkshakes in multiple flavors, now expanding to bars and cold brews, easy, delicious and gut friendly.
Their mantra is ‘Health shouldn’t feel like a sacrifice’. “We’re making ‘healthy’ something you crave.”
Hustle Marketing: Pitching at 35,000 Feet
No stranger to bold moves, Prashant recently went viral for standing in a plane aisle—nerves shaking—to pitch Nuvie to passengers. Admitting vulnerability (“I’m literally shaking”), he touted protein-rich indulgent foods and handed out samples on landing. This guerrilla tactic bypassed ad costs, sparking buzz in a crowded D2C space where CAC soars.
Funding Fuel and Rapid Scaling
Nuvie hit ₹10L monthly revenue early, raised $450K, and eyes ₹12 Cr ARR by year-end via Q Comm (Blinkit, BigBasket), growing gym and sports center footprint and offices where our customers actually buy and need these products.. Fresh funds target product innovation—like more Proffee variants.
Challenges they faced were, Saturated markets demand standout taste. Prashant counters, at Nuvie we do relentless blind taste testing and iterations on flavor, consistency, and sweetness. They’re bullish on listening to their customer’s feedback and continuously improving our product offerings.
Unique in this Crowded Market
While other brands are optimising for outcomes and better ingredients. Nuvie is solving for consistency which is the biggest hurdle and the most important part of achieving any health outcome.
Discipline meets Desire. Signifying the healthy meets indulgence positioning.
Vision : Make daily nutrition easy to stick to
Long-term, Nuvie aims to dominate the RTD protein shake category, blending taste, energy, and health for gym-goers and desk warriors alike. They create very cool content and are fun hip GenZ in their tone and packaging.
Nuvie isn’t dieting—it’s delighting India into better health. Relationships first, growth follows.
