Mumbai-based food-tech startup Pluckk, positioned as India’s first lifestyle-focused fresh produce platform, is targeting an ₹200 crore annualised revenue run-rate (ARR) in FY25, as it expands product offerings, geographic reach and consumer engagement in key urban markets.

Founded in 2021 by Pratik Gupta, Pluckk addresses longstanding trust and quality gaps in the online fruits and vegetables market by emphasising safe, traceable sourcing, direct-from-farm procurement, and curated produce aligned with modern lifestyle preferences. Prior to launching Pluckk, Gupta brought over two decades of experience in digital commerce, grocery, FMCG and supply-chain operations, informing the company’s farm-to-consumer strategy.

Unlike traditional quick-commerce models that prioritise speed or discounts, Pluckk has built its platform around a broad catalogue of more than 400 products, including premium, exotic and health-driven items such as hydroponic greens, ready-to-eat salads, juices and meal kits , all ozone-washed, non-GMO and traceable to specific farms.

A strategic milestone for the company came in 2023 when Bollywood actress Kareena Kapoor Khan joined as a strategic investor and brand ambassador, enhancing Pluckk’s visibility and aligning its brand with consumer aspirations for quality, health and mindful eating.

Pluckk’s growth trajectory has been supported by backing from Exponentia Ventures and a Series A fundraising round of approximately ₹85 crore ($10 million) led by Euro Gulf Investments. The startup reported an ARR of over ₹100 crore in FY24 and now fulfils over 2 million orders per month across major cities including Mumbai, Bengaluru, Delhi-NCR and Pune, with plans to extend into Hyderabad, Chennai and other urban hubs.

The company also operates through a mixed sales model, combining its own app and website with marketplace partnerships on platforms such as Amazon, Blinkit, Swiggy Instamart and Zepto.

As consumer preferences continue shifting toward transparency, health, and convenience, Pluckk is positioning itself as a differentiated food-tech player focused on long-term sustainable growth and elevated customer experience in the fresh food segment.