With support from Kareena Kapoor, this founder founded Pluckk, India’s first lifestyle focused food tech company with a 200 Cr ARR objective in FY25
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India's first lifestyle focused food tech company. CREDIT: Pratik Gupta, Pluckk
Learn How India’s first lifestyle focused food tech company. With Kareena Kapoor Khan’s support, Pratik Gupta, the creator of Pluckk, is developing a lifestyle-driven food-tech company that focuses on traceable and safe fruits and vegetables with an aim of 200 crore ARR in FY25. Purchasing fruits and veggies online has long been a source of concern for many Indian households. Even in the era of rapid commerce, trust is still poor, origin is still uncertain, and quality fluctuates frequently. Although quick delivery has increased convenience, freshness and safety issues remain.
- Entrepreneur Pratik Gupta founded Pluckk with support from Kareena Kapoor Khan, positioning it as India’s first lifestyle-focused food-tech company.
- Pluckk focuses on traceable, safe, and high-quality fruits and vegetables, addressing trust and quality issues in online grocery shopping.
- The company is targeting an ambitious ₹200 crore ARR in FY25, aiming to redefine how Indian households buy fresh produce.
Introducing Pratik Gupta, the founder of Pluckk
India’s first lifestyle focused food tech company. Pratik Gupta has more than 20 years of expertise in groceries, FMCG, e-commerce, and digital. He has developed and scaled digital operations, supply chains, and online platforms while working closely with big consumer companies and rapidly expanding startups over the years.
He had a thorough understanding of the food supply chain and the points at which the system frequently fails thanks to his previous positions. His decision to launch Pluckk’s parent firm, SAFresh Technology Pvt Ltd, in 2021 with the intention of creating a trustworthy fresh produce company was influenced by this event.
Pluckk’s Story: Resolving Fresh Produce Trust Issues
Fruits and vegetables continued to be sold without defined standards or identity as Indian customers grew more picky about what they ate. The majority of produce went via multiple middlemen before it reached consumers, and quality varied greatly. As a result, consumers have little insight into the origins or handling of their food.
“The biggest consumer change we are seeing today is that people want to enjoy food, but they are also very careful about what they eat,” Pratik Gupta remarked in reference to this change in eating habits. By providing a large and carefully chosen selection of fresh food with a lifestyle focus, Pluckk hopes to become the platform of choice.
Purchasing fruits and vegetables online frequently contributed to this uncertainty before to Pluckk. Orders varied in quality, and it was challenging to confirm safety claims.
“Before Pluckk, sourcing fresh produce online was often a challenge, with consumers struggling to trust the quality and freshness of the fruits and vegetables they ordered,” Gupta said, explaining this disparity.
Pluckk used a direct-from-farm approach to address this. The company improved control over sourcing, safety, and freshness from the beginning by collaborating closely with farmers and minimizing unnecessary handling.
Pluckk is a lifestyle-focused food technology startup
Pluckk bills itself as the first food-tech firm in India with a lifestyle focus that is only focused on fruits, vegetables, and other healthful foods. Packaged groceries and household goods are not sold there. Rather, it oversees the procurement, cleaning, packing, and delivery of produce.
More than 400 products are available from the company, including daily veggies, unusual items, hydroponic greens, premium fruits, and ready-to-use options including meal kits, cut mixes, salads, juices, and dips. Every product is verified non-GMO, ozone-washed, and traceable back to the farm where it was produced.
Kareena Kapoor Khan is supporting Pluckk, India’s first food-tech company with a lifestyle focus. Pluckk’s shopping experience is a feature. Items can be selected according to dietary requirements, such as low-carb, vegan, immunity-boosting, or gut health. This method makes it easier for busy homes to choose healthier foods.
The Contribution of Kareena Kapoor Khan to Pluckk’s Development
When Kareena Kapoor Khan became a strategic investor in 2023, Pluckk attracted more notice. She was well-known for emphasizing clean eating and fitness, which fit in nicely with Pluckk’s emphasis on making thoughtful and safe food choices.
Through the relationship, the firm was able to reach more homes and gain the trust of customers who were searching for better food options.
“Kareena Kapoor Khan perfectly embodies the Pluckk consumer, someone who prioritizes quality, health, and mindful choices,” Pratik Gupta remarked in reference to the association.
Financials of Pluckk: Income, Capital, and Business Plan
In FY24, Pluckk’s annualized revenue run-rate (ARR) surpassed 100 crore. Between FY23 and FY24, its audited revenue increased from 34 crore to 42.8 crore. In Mumbai, Bengaluru, Delhi-NCR, and Pune, the company currently processes more than two million orders each month.
Pluckk uses a hybrid approach to sales. About 20% of orders are placed via the company’s website and app. Platforms like Amazon, Blinkit, Swiggy, Instamart, and Zepto account for the remaining orders.
Exponentia Ventures is supporting the firm, which secured ₹85 crore, or around $10 million, in a Series A round headed by Euro Gulf Investments. According to Pluckk, it is aiming for ₹200 crore ARR in FY25, which will be bolstered by city expansion, greater order values, and improved waste reduction planning.
The Path Ahead for Pluckk
Hyderabad, Chennai, and other developing urban areas are among the cities where Pluckk intends to flourish. Additionally, the business is developing technologies that enhance quality assurance and cut waste by as much as 40%.
Pluckk is striving to become a reputable food-tech firm for Indian households who desire safer and healthier fruits and vegetables every day through improved farmer partnerships, an expanding selection of ready-to-eat products, and a consistent focus on clean food.
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