Health and fitness startup Cure.Fit acquires cold-pressed juice brand Rejoov

Key Highlights

Cure. Fit acquired cold-pressed juice brand Rejoov.

Cure. Fit owns about 75 Cult. fit and centers and focuses to enhance this to over 500 centers in three years.

Cure. Fit provides its services in Bengaluru, Delhi NCR, and Hyderabad and is pointing eyes to expand in more Indian cities.


Raising funds and acquiring other company are two major deeds needed for expansion of business to enhance revenue and profitability. In present’s heroic era of innovation where new startups with innovative ideas and approaches are emerging in the market with the will to bring a revolution in the present market. These startups are acquiring other small start-ups to accelerate their business. In the same move recently a health and fitness startup Cure Fit has acquired cold-pressed juice brand Rejoov for an undisclosed amount. 

Bengaluru based Startup Rejoov initiated its business in 2015 Anu Berry, Anju Sood, and Angie Mahtaney. The firm extracts juices from fruits and vegetables using the cold-pressed technique, and uses various programmes and plans to deliver juices to customers’ homes.

Curefit came into action in 2017 by former Flipkart executive Ankit Nagori and Myntra co-founder Mukesh Bansal. It launched its Curefit mobile application in May 2015. The firm is backed by Kalaari Capital, Accel Partners, and Chiratae Ventures. Curefit has acquired various startups to accelerate its business and enhance the velocity of expansion. It has bought online food delivery firm Kristy’s Kitchen, Bengaluru-based a1000yoga, integrated mental wellness platform Serenity and premium gym chain Fitness First India. Apart from Curefit company operates several other branches including, a subscription-based food delivery vertical,, a digital platform for doctors and health checkups,, which runs offline centers providing equipment-less workouts and, a yoga and meditation service.

Recently Curefit provides its services in Bengaluru, Delhi NCR, and Hyderabad. It claims to have more than one lakh active users on its platform. Presently the company owns about 75 Cult. fit and centers and focuses to enhance this to over 500 centers in three years.

Cold-pressed juice market is enhancing in market and folks are highly interested in buying these products. Major players in this segment include Delhi-based MyGreens, which had acquired Food Ideas Pvt. Ltd-backed JusDivine in an all-stock deal in 2017, Fresh Food Concepts Pvt. Ltd, which sells its products under the brand Juice Up and Mumbai-based RAW Pressery. Curefit is now going to become a giant competitor to these firms in cold-pressed juice business.

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