This founder built India’s first lifestyle-focused food-tech startup Pluckk, backed by Kareena Kapoor Khan, targeting ₹200 Cr ARR in FY25
For many Indian households, buying fruits and vegetables online has always involved uncertainty. Even in the age of quick commerce, quality changes often, sourcing remains unclear, and trust is still low. Fast delivery has improved convenience, but it has not fully solved the problem of freshness and safety.In 2021, Pratik Gupta decided to change this situation.That decision led to Pluckk, a Mumbai-based food-tech startup focused only on fruits, vegetables, and healthy food products. Instead of chasing speed or discounts, Pluckk focuses on safety, clear sourcing, and eating habits shaped by modern lifestyles.Meet Pluckk Founder Pratik Gupta Pratik Gupta brings over two decades of experience across digital, e-commerce, grocery, and FMCG. Over the years, he has worked closely with large consumer businesses and fast-growing startups, building and scaling digital operations, supply chains, and online platforms.His earlier roles gave him a clear view of how food moves from source to consumer and where the system often breaks down. This experience shaped his decision to start SAFresh Technology Pvt Ltd in 2021, the company behind Pluckk, with the goal of building a fresh produce company that people could trust.Also Read: Meet Harish Ashok, the 17-YO Chennai entrepreneur, whose voice-based assistant makes Hardware development as easy as SoftwarePluckk’s Story: Fixing Trust Issues in Fresh ProduceAs Indian consumers became more careful about what they eat, fruits and vegetables continued to be sold without clear standards or identity. Quality varied widely, and most produce passed through several middlemen before reaching customers. This left buyers with little visibility into where their food came from or how it was handled.Speaking about this shift in eating habits, Pratik Gupta said, “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. Pluckk aims to be the platform of choice by offering a wide and curated range of lifestyle-based fresh produce.”Before Pluckk, buying fruits and vegetables online often added to this confusion. Orders arrived with mixed quality, and safety claims were hard to verify. Explaining this gap, Gupta noted,“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.”To solve this, Pluckk adopted a direct-from-farm model. By working closely with farmers and reducing extra handling, the company built better control over sourcing, safety, and freshness from the start.Also Read: 25-YO Jaipur Woman Quit Her Job At Amazon, Invested Rs 10k From Savings To Start An Exotic Salad Startup – Clocked Rs 3 Lakh In 3 MonthsPluckk - A Lifestyle-Based Food-Tech StartupPluckk positions itself as India’s first lifestyle-focused food-tech startup built only for fruits, vegetables, and related healthy foods. It does not sell packaged groceries or household items. Instead, it manages how produce is sourced, cleaned, packed, and delivered.The company offers more than 400 products across daily vegetables, exotic items, hydroponic greens, premium fruits, and ready-to-use options like cut mixes, salads, juices, dips, and meal kits. All items are ozone-washed, certified non-GMO, and traceable to the farm where they are grown.A key India’s first lifestyle-focused food-tech startup Pluckk, backed by Kareena Kapoor Khanfeature of Pluckk is how customers shop. People can choose items based on food needs such as low-carb, vegan, immunity support, or gut health. This approach helps busy households make better food choices without confusion.Kareena Kapoor Khan’s Role in Pluckk’s GrowthIn 2023, Pluckk received wider attention when Kareena Kapoor Khan joined as a strategic investor. Known for her focus on fitness and clean eating, her association matched well with Pluckk’s focus on safe and mindful food choices.The partnership helped the startup reach more homes and added trust among consumers looking for better food options.Speaking about the association, Pratik Gupta said,“Kareena Kapoor Khan perfectly embodies the Pluckk consumer, someone who prioritises quality, health and mindful choices.”Also Read: “We make exclusive high-street fashion you won’t find anywhere else,” say young startup founders of Farda, a brand clocking Rs 10L/monthPluckk Financials: Revenue, Funding, and Business ModelPluckk crossed ₹100 crore ARR, or annualised revenue run-rate, in FY24. Its audited revenue grew from ₹34 crore in FY23 to ₹42.8 crore in FY24. The company now handles over 2 million orders every month across Mumbai, Bengaluru, Delhi-NCR, and Pune.Pluckk follows a mixed sales model. Around 20 percent of orders come through its own app and website. The remaining orders come from platforms such as Amazon, Blinkit, Swiggy Instamart, and Zepto.The startup is backed by Exponentia Ventures and raised ₹85 crore, or about $10 million, in a Series A round led by Euro Gulf Investments. Pluckk has stated that it is targeting ₹200 crore ARR in FY25, supported by city expansion, higher order values, and better planning to reduce waste.The Road Ahead for PluckkPluckk plans to expand into cities like Hyderabad, Chennai, and other growing urban markets. The company is also working on systems that improve quality checks and reduce waste by up to 40 percent.With stronger farmer partnerships, a growing range of ready-to-eat products, and a steady focus on clean food, Pluckk is working toward becoming a trusted food-tech startup for Indian households that want safer and healthier fruits and vegetables every day.Also Read: “We made the Saiyaara kurti & it was sold out,” Best Friends From Jaipur Started A Kurti Brand With Rs 17k – Clocked Rs 15 lakh In 6 months
