Eat Right

Clean eating is no longer a fad but a necessity in the times we live in, and several startups are making sure this is a choice that is easy to make. As people take charge of their health and well-being, eating clean is one of the most important priorities. Bindu Gopal Rao features seven startups that are helping make this change, one plate at a time.

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Nutreat

Hyderabad-based Nutreat was born in 2014 out of a personal need to provide clean, wholesome food for the founder's son. Over time, this evolved into a deeper mission: to craft handmade, customised nutrition rooted in ancestral Indian food wisdom. "We handcraft each product using our signature four-step process—sprouting, sun-drying, slow roasting, and stone grinding—and tailor it to the individual's age, health condition, and dietary needs. Nutreat promotes clean eating not just by avoiding processed ingredients, but by ensuring every spoonful is mindfully made and consciously consumed. In 2023, when our business was at its peak—with franchise opportunities, foreign collaborations, and incubation offers—we made a bold decision. We stepped back. We refused to bulk produce because it was creating false demand, pressuring both our team and consumers to buy more than they needed. That turning point reaffirmed our belief in #nooverbuying and #consciousconsumerism. Clean eating, we believe, must also be mindful—free of waste, hype, or excess. While the wellness industry grows, we often see food wastage even in the name of healthy eating. Our model of customisation ensures that we make only what's needed, drastically reducing waste while offering personalised nutrition," says Jyothi Sri Pappu, Founder & CEO, Nutreat. Moving forward, their goal is to scale impact, not volume, by nurturing conscious consumers, supporting women artisans, and creating a food culture rooted in purpose.

The Kenko Life started in Bengaluru in December 2020 with the aim to change the narrative that eating healthy in India is either boring or impossible to sustain. To do this, every meal at Kenko is precisely measured, macro-counted, and tailored to each customer's goals.