For many Indian households, ordering fruits and vegetables online has often felt risky. Even with quick delivery options, concerns about quality and safety linger. In 2021, Pratik Gupta saw this need for change and founded Pluckk, a Mumbai-based startup focused on fresh produce.
Rather than racing to deliver quickly or offering the lowest prices, Pluckk prioritizes safety, transparency, and adapting to modern eating habits. With over 20 years in digital and e-commerce, Gupta has witnessed firsthand how food reaches consumers and the pitfalls along the way. His background inspired him to launch SAFresh Technology Pvt Ltd, the company behind Pluckk, to create a trusted source for fresh food.
As consumers became more health-conscious, the demand for quality in fruits and vegetables increased, but the system was still riddled with issues. Many items passed through numerous middlemen, making it hard for buyers to know the origins of their food. Pratik noted, “The biggest change today is that consumers not only want to enjoy food but also to know what they’re eating.”
Before Pluckk, online shoppers often received produce of mixed quality. Gupta highlighted, “Consumers were struggling to trust the freshness of their orders.” To tackle this, Pluckk adopted a model that sources produce directly from farms, reducing handling and increasing transparency.
What sets Pluckk apart is its focus on lifestyle. Unlike other grocery platforms, it exclusively offers fruits, vegetables, and healthy products, all traceable to their farms. Customers can choose items based on dietary needs—like low-carb or vegan—making it easier to make healthier choices.
Pluckk gained significant attention in 2023 when Bollywood star Kareena Kapoor Khan became a strategic investor. Known for her healthy lifestyle, her involvement has boosted the brand’s credibility and reach. Gupta reflected, “Kareena perfectly represents the Pluckk consumer—someone who values quality and mindful eating.”
Financially, Pluckk is thriving. It achieved an annualized revenue run-rate (ARR) of ₹100 crore in FY24, up from ₹34 crore the previous year. The company processes over 2 million orders monthly in major cities like Mumbai and Delhi-NCR. Approximately 20% of its orders are made through Pluckk’s own app, while the rest are via platforms like Amazon and Swiggy Instamart.
Looking ahead, Pluckk aims to expand into cities like Hyderabad and Chennai and is improving its quality control systems. By strengthening its ties with farmers and introducing more ready-to-eat products, Pluckk is positioning itself as a go-to source for safe, fresh produce in India.
