How Nutrify Today is using AI in nutraceuticals to build transparent supply chains
The Bengaluru-based deeptech startup has built an AI platform that helps branded formulation companies move from idea to commercialisation in record time.
After working across India, the US and China, Amit Srivastava kept running into the same challenge: the nutraceutical supply chain remained deeply fragmented.
“On one side, branded formulation companies struggle to get the right ingredients, manufacturing technologies, and regulatory inputs to launch innovative products. On the other side, there are scientists, small innovators, and niche companies doing brilliant work with no real way to break into the networks of large brands and established supply-chain players,” he tells YourStory.
To bridge this gap, Srivastava founded Nutrify Today in 2020. It is an AI-driven, curated and audited data platform that helps branded formulation companies design differentiated portfolios, explore intellectual property (IP) potential, and back products with strong scientific evidence. Srivastava says the platform helps companies commercialise products in about nine months across 13 countries, instead of the usual two to three years.
“In parallel, the platform scans over 2,300 audited suppliers, including ingredient players, contract manufacturers, and research organisations, and intelligently matches them to relevant innovation opportunities,” he says.
In its mission to democratise the global nutraceutical supply chain, the founder claims that Nutrify Today has over 78,000 industry stakeholders globally. The Bengaluru-based deeptech startup operates with a 40-member team.
Empowering the nutrition movement
The Nutrify team built an AI platform atop a comprehensive, audited data stack tailored for the nutraceutical industry. This platform combines ingredients, clinical science, IP opportunities, manufacturing capabilities, and regulatory knowledge into one trusted ecosystem.
Its flagship feature, NutrifyGenie, acts as a science-based co-pilot that takes a nutrition idea and turns it into a market-ready product with a clear value proposition and multi-country compliance. First launched as a beta in 2022, the platform has since evolved into a full-fledged “idea-to-commercialisation” curated AI engine.
This is what helps Nutrify Today’s clients compress its developmental cycles from two to three years to about nine months, reducing go-to-market timelines by roughly 50%, Srivastava says.
“NutrifyGenie is now expanding beyond nutraceuticals and into phytopharma and genie-aided drug design. We have also launched NutriGPT that lets users create validated, regulatory-compliant formulas on demand. This gives anyone who wants to design responsible products with confidence the same level of capability as a big company,” shares Srivastava.
NutrifyGenie works on a retrieval-augmented generation (RAG) architecture. According to the founder, the real IP behind the product is not just the AI but also the audited knowledge layer underneath it. This layer is claimed to have over 12 million data points that have been curated and verified by scientists. The team also runs a stack of small language models that are tuned to specific domains and large language models that are suitable for businesses. RAG makes sure that every answer is based on verified data.
Srivastava says that his team is now turning Nutrify Today into an enterprise-level solution, where the platform works like an "AWS for nutraceuticals" by fully automating the supply chain and keeping all data private.
“In this model, buyers will only care about how the product looks. The platform will take care of commercialisation by coordinating the supply chain, manufacturing, and logistics so that finished products get to the branded company's warehouses on time with minimal human involvement,” he explains.
This model is currently being piloted with two clients and their supply-chain partners in India.
Building trust in India’s nutraceutical ecosystem
Srivastava shares that in the early days, funding and trust posed the biggest challenges. “We were asking the industry to trust a brand-new model: an AI-driven, neutral platform operating above all the current relationships and gatekeepers,” he recalls.
Its first batch of clients included Legacy Healthcare in Switzerland, followed soon after by Himalaya, Haleon, Dr Reddy's and Nestle. Since October 2024, the startup has grown its client base in India, Europe, and the US. It now works with 16 clients and has helped sell over 200 products around the world.
The prices are spread across three models: Concierge Genie (Rs 3 lakh/idea in a year), NutriGPT (Rs 15 lakh for 5 years in a year) and Gen EI (Rs 20 lakh per user per year).
The founder believes that the Indian nutraceutical sector is at an inflection point. For too long, it has been treated as an auxiliary part of health. “Like a tissue paper on a buffet table” is how he puts it.
“What is missing today is a true ‘biochemical mindset’ in product design. The dominant logic in many places is still: anyone can make a nutraceutical, combine a few popular ingredients, and put a label on it. We are trying to change that,” he says.
Funding and the road ahead
In 2022, Nutrify Today raised $500,000 in seed funding from Anand Swaroop, who then joined the company as co-founder.
“That round was very intentionally used to accelerate the core AI foundation of NutrifyGenie: building the RAG architecture, the audited data lake, and the scientific and regulatory intelligence layer that now powers our platform globally,” says Srivastava.
Swaroop mentions that he chose to invest in Nutrify Today for its vision to address the fragmented global supply chain and “often inconsistent scientific substantiation” that plagues the sector.
“As a scientist and entrepreneur, I have always believed that nutraceuticals must be science-first, not marketing-first. By building a neutral, audited, AI-driven platform that connects evidence, ingredients, and responsible brands, Nutrify Today is creating the infrastructure needed for nutraceuticals to earn trust comparable to mainstream healthcare,” he says.
Now, Swaroop is a co-founder of the startup and looks over the science research department.
In the coming years, the startup’s growth plans are anchored on two pillars: deepening its AI platform and expanding its global footprint. The startup is currently scaling operations in the US, Europe and Japan while also expanding NutriGPT as a DIY tool for small and medium-sized nutraceutical companies.
“In the next phase, our goal is to become the default global infrastructure for responsible nutraceutical and phytopharma innovation: AI-driven, data-rich, and deeply embedded in the industry’s most serious markets and leadership networks,” Srivastava signs off.
Edited by Jyoti Narayan