For many years, Indian households have faced a common challenge when purchasing  fruits and vegetables online—trust. Despite the surge in quick commerce and rapid  delivery services, worries about freshness, quality, and sourcing remain prevalent.  While speed has enhanced convenience, it hasn’t fully resolved concerns about food  safety or transparency. 

In 2021, Pratik Gupta chose to take a different route. This decision led to the  establishment of Pluckk, a Mumbai-based food-tech startup dedicated exclusively to  fruits, vegetables, and healthy food products. Rather than competing on discounts or  delivery speed, Pluckk emphasizes clean sourcing, traceability, and a lifestyle-oriented  approach to eating. 

Meet the Founder: Pratik Gupta 

Pratik Gupta brings over two decades of experience in digital platforms, e-commerce,  FMCG, and grocery retail. Throughout his career, he has collaborated with major  consumer brands and rapidly growing startups, contributing to the development of  supply chains, digital ecosystems, and online-first businesses. 

His profound understanding of the food supply chain—from farms to households— uncovered numerous inefficiencies, including multiple intermediaries, inconsistent  quality, and a lack of accountability. These revelations inspired him to establish SAFresh  Technology Pvt Ltd in 2021, the parent company of Pluckk, with the vision of creating a  fresh produce brand that consumers could genuinely trust.

Bridging the Trust Gap in Fresh Produce 

As Indian consumers become increasingly health-conscious, fruits and vegetables have  evolved from mere daily essentials to significant lifestyle choices. However, much of the  produce is still sold without proper identification, quality standards, or clarity on  sourcing. 

“Today, consumers want to enjoy their food while being mindful of what they eat,” Gupta  explains. “Pluckk is designed to cater to this shift by providing a curated selection of  fresh produce that aligns with lifestyle choices.” 

Prior to Pluckk, online orders often arrived with inconsistent quality and ambiguous  safety claims. To address this, the company adopted a direct-from-farm sourcing  model, minimizing unnecessary handling and ensuring better control over freshness,  safety, and consistency. 

Pluckk: A Lifestyle-First Food-Tech Venture 

Pluckk positions itself as India’s inaugural lifestyle-focused food-tech brand, exclusively  dedicated to fresh produce and healthy foods. Unlike traditional grocery platforms, it  does not offer packaged staples or household items. 

Currently, the company boasts over 400 products, including everyday vegetables,  premium fruits, exotic imports, hydroponic greens, and convenient options like pre-cut  vegetables, salads, juices, dips, and meal kits. All produce is ozone-washed, certified  non-GMO, and fully traceable back to the farm. 

What distinguishes Pluckk is its lifestyle-oriented shopping experience. Customers can  select products based on health requirements such as vegan diets, low-carb plans, gut  health, or immunity support, making healthy eating more accessible for busy urban  households. 

Kareena Kapoor Khan Joins as Strategic Investor 

In 2023, Pluckk gained significant visibility when actor and fitness advocate Kareena  Kapoor Khan became a strategic investor. Renowned for her commitment to mindful  eating and wellness, her partnership aligns seamlessly with Pluckk’s brand philosophy. 

“Kareena embodies the Pluckk consumer—someone who prioritizes quality, health, and  conscious choices,” Gupta remarks. Her involvement has bolstered consumer trust and  broadened the brand’s reach. 

Business Performance and Future Growth Plans 

Pluckk surpassed ₹100 crore in Annual Recurring Revenue (ARR) in FY24, with audited  revenues rising from ₹34 crore in FY23 to ₹42.8 crore in FY24. The startup currently 

processes over 2 million orders monthly across Mumbai, Bengaluru, Delhi-NCR, and  Pune. 

Approximately 20 percent of sales originate from Pluckk’s own app and website, while  the remainder is generated through platforms like Amazon, Blinkit, Swiggy Instamart,  and Zepto. 

Supported by Exponentia Ventures, Pluckk has secured ₹85 crore in Series A funding led  by Euro Gulf Investments. The company is now setting its sights on achieving ₹200 crore  ARR in FY25, propelled by city expansion, increased basket values, and enhanced waste  reduction systems. 

Looking Ahead 

Pluckk plans to expand into cities like Hyderabad and Chennai while strengthening  partnerships with farmers and improving quality controls. With a strong emphasis on  clean food, transparency, and modern lifestyles, the brand aspires to become a trusted  name for healthier fruits and vegetables in Indian households.