About

We stopped.

Align existed before this, with a different range. It stopped because the products stopped being ones we wanted to defend. Somewhere between what we set out to make and what reached a shelf, the thing had drifted. There were two honest options: keep selling it, or pull all of it and start again.

We pulled it. Everything Align made before is discontinued, and none of it is coming back.

What Align is now

Plevy Foods and Beverages, in Mumbai. Two directors, a small team, and a range being rebuilt from the first ingredient up.

Three territories, chosen because they are jobs the body actually asks for rather than shelves a brand can fill:

• Align Hydration — water, salts, and getting them in. For ordinary heat and long commutes, for hard effort, and for children who will not drink enough.
• Align Gut — fibre, satiety and digestion. The quiet daily habit, and the ten minutes before the largest meal of the day.
• Align Metabolism — everyday support for how the body handles sugar and fat, for adults in their thirties, forties and fifties.

And one sub-brand that runs across them: Align Jr, made for ages 7 to 15.

That is the whole plan. Not a new category every quarter. Three jobs, held for a decade.

What we hold ourselves to

Doses you can read. Every active declared at its amount per serving. No proprietary blend hiding a pinch of something behind a long name.

Claims we can stand behind. We will say what a product supports. We will not promise what it cannot do, and we will not borrow a medicine’s reputation to sell a food.

Sourced with a point of view. Where a plant does the job as well as a lab ingredient, we take the plant — where it holds up, and without making a slogan of it.

A short range, held long. Three territories and a handful of products. Nothing added to fill a shelf.

Who is behind it

Parth Mehta — Founder & Director
Nishtha Mehta — Director

Plevy Foods and Beverages Private Limited, Mumbai, India.

Where rituals begin.

We are not selling anything yet. When there is something worth telling you, we would like to be able to tell you. Join the list.