Nutrify Today helping farmers connect with nutraceutical firms across the globe

According to Amit Srivastava, Founder and CEO of Nutrify Today, the company’s AI (artificial intelligence) engine, Neutrify Genie AI, has been trained using 3.6 million curated data points, specific to nutraceuticals—formulations, ingredients, clinical data, and regulations across 13 countries.

“The AI engine maps ingredients to formulation trends, predicting demand (for example, quercetin from onions or lycopene from tomatoes). It guides farmers on what to cultivate based on future market demand,” he told businessline in an online interaction.

Amit Srivastava, Founder and CEO of Nutrify Today

Using the Nutrify platform, farmers can log into the AI platform just as on LinkedIn and get leads depending on the location they are in. The platform will provide leads on what kind of farming they need to follow. 

Wants to be like Amazon

“They don’t have to travel to find how to sell and where to sell, because our AI platform currently has 2,300 supply chain companies plugged into it. The best part is that the AI platform is connected to large farming zones, and small farmers would get the lead on what kind of farming they need to do, and the specifications on what they need to do,” Srivastava said. 

Farmers can upload their harvest details on the platform, and ingredient manufacturing companies can then buy them. Even a small farmer, without getting into networking with the supply chain, can directly deal with the manufacturers, said the founder and CEO of Nutrify, which wants to emerge like Amazon over the next 5-7 years. 

This will ensure them better revenue as no middleman is involved. “We don’t charge farmers. We don’t even charge the ingredient manufacturer. We simply charge the branded formulation product design companies. It is a pure transparent flow,” he said.

Nutrify, the world’s first artificial intelligence platform that helps branded nutraceutical companies design their products for different health conditions, is now part of the India Chamber’s Rural Economic Forum and One India project.

Adding value

 Srivastava, who represents the company in the forum and the project, said his company could add value to the $3 trillion food tech and nutraceutical ecosystem project.

In the nutraceutical industry, ANI (active nutraceutical ingredients), depend heavily on high-density nutrient farming or medicinal plant farming. “This kind of farming leads to a high value outcome, not only for the business, but for the entire supply chain, including the farmers. What our AI does is help branded formulation companies identify the developer of ingredients,” he said. 

The other half of the journey is that from that ingredient developer, who is a quality manufacturer, is to connect the entire farming bank of, the 52 agro-climatic zones in the country.  

“But now using this platform, the AI, which is 200 times faster than conventional ones, would be able to give a much larger perspective of which areas of the country are accessible and the product that can be derived,” said the firm’s founder and CEO.

A convergence point

Ingredient makers can commercialise their product in India and 13 other countries where it is present, he said, adding that in India, the company has its headquarters in Bengaluru. “We have a technology and operations centre in Visakhapatnam and an additional Centre in NIFTEM in New Delhi, offered by the Ministry of Food Processing for R&D. We also have a centre in New Jersey, US,” said Srivastava.

Nutrify operates at a convergence point between the agriculture and healthcare industries, he said.

Nutrify Genie AI feeds the agriculture industry from high-value, high-dense nutrient plants. For example, it not only provides access to medicinal plants such as ashwagandha, but also onion, tomato, and lady’s finger that have strong bioactives for diabetes or different health conditions, he said. These bioactives are used in functional foods, supplements and, possibly, pharmaceuticals. 

The company plans to work with non-governmental organisations (NGOs) in connecting with farmers and making sure the land they farm is compliant with industry demands. If not, the firm will join hands with the NGO to educate the farmers to meet the specific demands. 

India set to be numero uno

“I believe that in the next five years, I should be able to provide last-mile traceability on even a small farmer and the quality of land certified first by the NGOs and then audited by our team. It will then continue to be an annual audit system just to make sure that we maintain certain standards of last-mile traceability. And that typically will include the kind of soil, farming details, including the harvest,” said Srivastava.

It will be a blockchain layering on to the AI platform and provide tamper-proof data from farming to the end-product. “It will bring a lot of credibility to our country from the genuine ingredient supply to the world,” he said. 

The Genie AI platform has been exclusively designed for the nutraceutical industry and is not a typical chat platform. “It can only design a product and provide you all the techno-commercial information. The data on its platform have been vetted by pharmacists and biochemists. The platform has been trained to give a specific pattern and pick data from pre-defined locations, the founder and CEO said. 

Srivastava said India was bound to become the number 1 or 2 in the world of nutraceuticals. “After undergoing various revolutions, it is now mimicking the US gold rush for nutraceuticals in the early 2000s, and is on the same plane now. From $2 billion, the industry has become $22 billion now and is poised to take the centre stage as the global community is seeing the Indian market and is planning to enter,” he said, adding that the country would soon meet the $100 billion target for the nutraceuticals industry.

Published on July 31, 2025