Clean label health, made simple.
Why we started
Everyday food and drink should not need a long ingredient list or a lot of guesswork. Purova is being built as a clean-label brand for health and nutrition, where each product has few ingredients, clear labelling and facts we can point to.
We are starting with sweetness, because sugar is part of almost every Indian day, from the first cup of chai to the evening mithai. Our first two products keep it to two ingredients each: monk fruit with erythritol in Classic, and monk fruit with allulose in Amber. More health and nutrition products will follow, and they will be held to the same standard.
Get Pure. Feel Nova.
Purova comes from pure and nova, new. Pure because our labels are short and open. Nova because small, simple changes can make everyday food and drink feel new.
Our promises
Short lists
Few ingredients per product. If we ever change a recipe, we'll say so here first.
Labels you can read
Ingredients, nutrition, MRP and seller details on every product page.
No claims we can't back
Our facts come from FSSAI, WHO and other official bodies, with links.
We listen
Every message reaches a real person. Tell us what works and what doesn't.