In a No-Wearables Approach, Britannia Harnesses Mobile Tech to Promote Daily Wellness

On World Health Day, as global attention turns to building healthier societies, Britannia’s NutriPlus App offers a timely example of how technology can support everyday wellness at scale. In Britannia’s NutriPlus App – Dataquest, Archana Balaraman, General Manager – Marketing at Britannia Industries, shares how the company’s mobile-first approach—developed in partnership with Aktivo Labs—is helping users across India track key lifestyle habits without the need for wearables. By translating daily behaviors like movement, sleep, hydration, and fibre intake into a single Nutri+ Score, the app has already logged over 158,000 sign-ins and demonstrated measurable improvements in user wellness. As health becomes increasingly digital, NutriPlus stands out for its simplicity, accessibility, and focus on long-term behavior change.

Excerpts:

What inspired Britannia NutriChoice to develop the NutriPlus App, and how does it help users improve their health habits?

Britannia NutriChoice has consistently prioritized making small, easy decisions that lead to a higher quality of life. This fundamental idea—making daily wellbeing simpler and more intuitive—was the motivation for NutriPlus.

NutriPlus, a smartphone software created in collaboration with Aktivo Labs, allows users to monitor their wellness using a single, scientifically supported Nutri+ Score. Without the need for wearable technology or complicated inputs, the app helps users track important lifestyle parameters like movement, sleep, fiber consumption, and hydration. This helps users make steady, long-lasting gains.

With 158,000 sign-ins and a 50% activation rate, what factors have driven user engagement and retention?

The app has seen strong organic traction, with over 1.5 lakh user sign-ins—despite no consumer-facing promotional campaigns. Its intuitive design, smartphone-only interface, and science-backed scoring make it highly accessible. The simplicity of enabling users to track everyday wellness through a single score, paired with weekly wellness assessments and actionable insights, has resonated with users and driven both engagement and retention.

The app has led to a 10.7% rise in daily steps and a 16.7% increase in exercise time—how does it encourage these positive lifestyle changes?

NutriPlus nudges users towards improvement by translating multiple wellness parameters into a single Nutri+ Score. This clarity empowers users to identify areas that need attention—such as steps or sleep—and make small, manageable changes.

Tracking and Measurability play a critical role in achieving wellness goals, and NutriPlus makes this easier by offering users a simple way to monitor their progress every day. By tracking daily habits and offering evidence-based feedback, the app motivates users to stay consistent and build better routines over time. These small shifts, over the past year, have resulted in a measurable increase in physical activity and better daily habits.

How is the Nutri+ Score calculated, and what does its improvement from 60 to 62 indicate about user wellness?

The Nutri+ Score is an  evidence-based metric developed by Aktivo Labs. It considers key lifestyle factors—such as physical activity, sleep duration, fibre intake, and hydration to generate a daily wellness indicator, which is an easy-to-understand number.

An increase in the average score from 60 to 62 within a year reflects a 2 improvement in user wellness, highlighting a steady shift towards more active, better-rested, and better-nourished routines among users.

What role does technology and AI play in tracking and enhancing user health without requiring wearables?

NutriPlus harnesses technology and AI to transform basic smartphone sensor data into meaningful lifestyle insights, helping users track key behaviours, and eliminating the need for additional wearable devices.

By analysing movement patterns and behavioural inputs, the app generates a personalised Nutri+ Score. Its mobile-first design ensures that wellness tracking remains seamless and intuitive—delivered through a device that’s already a natural part of most users’ daily lives.

This approach makes NutriPlus inherently more accessible, tapping into the widespread reach of smartphones across the country.

What are the future plans for the NutriPlus App—any upcoming features or expansion strategies?

NutriPlus will continue to evolve in line with Britannia NutriChoice’s commitment to leveraging technology to simplify wellness choices for millions across India. As part of this journey, the app has already introduced a customised diet chart feature, offering users personalised plans aligned to their individual wellness goals—making NutriPlus an even more comprehensive wellness companion.