Built quietly. Dosed loudly.
POP UP is a small Kolkata-born nutrition brand on a stubborn mission: make daily vitamins something you actually want to take — without cutting a single corner on what's inside.
The founder
"Wellness shouldn't feel performative."
I'm Sourav. I started POP UP after watching my sister, my cousin and a close friend all go through the same thing — bitter tablets, fishy capsules, and prenatal routines they dreaded.
I couldn't find an Indian brand that combined a clean formula, honest dosing, and a daily ritual that felt good. So we built one in Kolkata, with practising OB-GYNs, a paediatric nutritionist, and an Ayurvedic doctor at the table from day one.
"POP UP is the brand I wish the women in my life had — and the one I want my future kids to grow up with."
— Sourav Agarwal, Founder · Kolkata
What we believe
Four non-negotiables. No exceptions.
Real doses, not pixie dust
Every ingredient is in a clinically meaningful amount. If it's on the label, it's enough to actually work.
Bioavailable forms only
Methylated folate, algae-sourced DHA, gentle ferrous bisglycinate — the forms your body knows what to do with.
Indian bodies, Indian context
We dose for the deficiencies real Indian women have (D3, iron, B12) — not the ones a US brand assumed.
Better quality, friendlier price
We cut out the middleman, the glass bottle and the airport-magazine marketing. The savings go into the formula.
From the source
Real food, real roots.
Shatavari from Maharashtra. Ginger from Kerala. Beetroot and spinach from organic farms in Karnataka. Algae-grown DHA from a certified facility in Bengaluru. We source as locally as quality allows — and we tell you exactly where everything came from.
The journey
Two years. Twenty-three batches.
2024
The idea
After watching three women in his family struggle with bitter prenatal tablets, Sourav started prototyping in his kitchen in Kolkata.
2025
The formulas
Six months with an OB-GYN, a paediatrician and an Ayurvedic nutritionist. Twenty-three reformulations. One pouch we finally loved.
2026
POP UP launches
Five gummies. Five quiet chapters. Made in India, for Indian families, at a price that doesn't punish you for caring.
Built in India. Built for you.
Five gummies. One mission. We'd love for you to try the one for the chapter you're in.
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