What Pluckk does

Pluckk (legally SAFresh Technology Pvt Ltd) is an India-based direct-to-consumer fresh produce platform operating a farm-to-fork supply chain that sources non-GMO produce from 1,000+ partner farmers and delivers to 50 cities, processing roughly 3 million orders per month. Its revenue mix is anchored by quick-commerce partnerships with Zepto, Blinkit, and Swiggy Instamart, which account for 60-65% of business, complemented by its own website and mobile app with next-day morning delivery slots. The company serves health-conscious urban Indian consumers willing to pay a premium for traceable, hygienically processed produce, with celebrity backing from Kareena Kapoor Khan functioning as both minority investor and brand ambassador.

The product portfolio spans more than 400 SKUs across fresh fruits and vegetables, organic produce, exotic imports, fresh dips, cold-pressed beverages, frozen essentials, and acquired higher-margin sub-brands KOOK (DIY meal kits, acquired 2023-05 for $1.3M) and Upnourish (plant-based supplements and meal replacements, acquired 2024-09 for $1.4M). Pluckk's underlying technology stack centers on three proprietary or first-in-India capabilities: an ozone-washing process that is FDA-approved and removes 90% of germs, an end-to-end traceability system that lets customers scan produce to see farmer, harvest, and storage data, and HACCP certification as the first digital fresh brand in India. Computer vision is used for produce quality grading, and AI-driven demand forecasting optimizes the supply chain. Membership is offered via Pluckk Plus.

The business model is primarily transactional unit-pricing (products range from Rs 9 to Rs 500+) with a monthly subscription layer (Pluckk Plus) and a sub-brand portfolio that lifts blended margins through value-added processed food. FY25 revenue was INR 85 crore ($10M), with a stated Rs 100 crore ARR target. Total funding to date is approximately $26M across a $5M seed from Exponentia Ventures (2022), an undisclosed Kareena Kapoor Khan investment (2023), and two Euro Gulf Investment tranches in 2025-03 and 2026-04 (~$20.7M combined). Capital is being deployed toward offline retail in Indian Tier II/III cities, international expansion into the UAE and UK, and further AI enhancement of the supply chain.

Name

Pluckk

Legal name

SAFresh Technology Pvt Ltd

Website

https://pluckk.in

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Pluckk is an India-based D2C fresh produce platform operating a farm-to-fork supply chain across 50 cities. It serves health-conscious urban consumers with ozone-washed, traceable produce, meal kits, and nutrition products via its own app and quick-commerce partners.

Ownership category

akta.pro rank

Product category

Online Grocery & Fresh Produce Delivery

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Fruit and Vegetable Canning, Pickling, and Drying (31142)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Wholesale-Groceries, General Line (5141), Miscellaneous Food Preparations & Kindred Products (2090), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Natural/Organic Bulk & Supplement Grocers (CRAHAMAF)

akta.pro secondary industries

Organic & Natural Packaged Grocery Wholesale (AFAIAJAB), Canned Vegetables Manufacturing (AFAKACAB)

Keywords

• Fresh produce delivery
• Online grocery retail
• Meal kit solutions
• Organic food brand
• Farm-to-door supply

Headquarters

HQ city

Mahalaxmi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Fresh Produce D2C Sales: Primary revenue stream from direct-to-consumer sales of fresh fruits and vegetables through Pluckk's website and app. Products include everyday essentials, exotic produce, organic options, and seasonal offerings. Quick commerce accounts for 60-65% of business.
2. Meal Kits and Value-Added Products: Revenue from DIY meal kits (KOOK brand), fresh dips, beverages, frozen products, and meal replacements (Upnourish brand). These products are prepared in FSSAI certified kitchens and offer higher margins than raw produce.
3. Sub-brand Products: Revenue from acquired sub-brands including KOOK (meal kits) and Upnourish (nutrition and meal replacement products), which expand the company's product portfolio and customer lifetime value.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Pluckk is a D2C fresh produce and value-added food brand that sources non-GMO fruits and vegetables directly from partner farmers and sells them online under its own labels, including meal kits (KOOK) and meal replacement products (Upnourish). Its produce is processed through India's first ozone washing technology and HACCP-certified food safety operations, then distributed through its own app/website and quick-commerce platforms across 50 Indian cities.

Product overview

Pluckk is a D2C fresh produce platform operating on a farm-to-door model, offering fresh fruits, vegetables, and prepared food products. The company sells over 400 products across multiple categories including fresh produce, meal kits (KOOK), nutrition/meal replacement products (Upnourish), beverages, dips, organics, and frozen essentials. Products are distributed through quick commerce (60-65% of business), own D2C channels, and e-commerce platforms. The company operates in 50 cities with a focus on quality assurance through HACCP certification, ozone washing technology, and full traceability from farm to doorstep.

Differentiator

Problem solved

Functional benefit

Brands

• KOOK: Meal kits and DIY cooking solutions brand offering fresh ingredients with easy recipes
• Upnourish
• Pluckk Plus
• Pluckk Mango Bliss
• Pluckk Brined to Perfection

Products and services

• Fresh Fruits and Vegetables Pluckk's primary offering of fresh fruits and vegetables delivered to customers through D2C channels and quick commerce platforms. Products are sourced from partner farmers and processed through HACCP-certified facilities with ozone washing and traceability features.
• KOOK Meal Kits DIY meal kit sub-brand offering fresh ingredients with easy recipes for gourmet meals, acquired by Pluckk to expand its ready-to-cook offerings and strengthen position in the Indian meal-kit market.
• Upnourish Meal Replacement Plant-based meal replacement and wellness product line acquired by Pluckk to expand health-centric offerings and nutrition portfolio for consumers seeking functional food products.
• Fresh Dips and Chutneys Fresh prepared dips and chutneys made daily with no preservatives or artificial coloring, prepared in FSSAI-certified kitchens for D2C and quick-commerce delivery.
• Cold-Pressed Juices and Beverages Cold-pressed juices and fresh beverages made from Pluckk-sourced produce, offered in eco-friendly glass editions and various pack sizes for D2C and quick-commerce customers.
• Organic Fruits and Vegetables Certified organic fruits and vegetables positioned as pesticide- and chemical-free options for health-conscious consumers, sourced through Pluckk's partner farmer network.
• Exotic Fruits and Vegetables Premium imported and exotic produce including Dragon Fruit, Blueberries, Premium Avocados, and Mandarin Oranges sourced from Thailand, Tunisia, Tanzania, Egypt, South Africa, USA, Chile, and other countries.
• Frozen Essentials Frozen fruit and vegetable products for extended shelf life and convenience, complementing Pluckk's fresh assortment through its D2C and quick-commerce channels.
• Pluckk Plus Membership Subscription membership program offering benefits to loyal customers including additional discounts, priority delivery slots, and early access to new products on a monthly billing cadence.

Quantifiable outcome

• 90% germ removal through ozone washing
• +4 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered major.

• UpnourishmajorStrategic or Co-development Partner · 28 September 2024Nutrition and wellness brand specializing in plant-based supplements and meal replacements acquired for $1.4 million. Expands health-centric product offerings and leverages synergies in sourcing and product development.
• KOOKmajorStrategic or Co-development Partner · 2 May 2023Indian meal-kit brand acquired for $1.3 million through cash and equity. Leverages KOOK's market presence and expertise to strengthen Pluckk's position in the meal-kit market.
• Indus FreshmajorStrategic or Co-development Partner · 20 January 2022Acquisition target identified during seed funding round. Indus Fresh serves both B2C and B2B clients in the fresh produce market, planned to strengthen Pluckk's market presence.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Licious: Indian D2C fresh protein brand with farm-to-fork traceability and premium positioning. Comparable on technology-led quality, D2C brand-building, and product line extension strategy, but focused on meat/seafood versus Pluckk's produce focus.
• Ninjacart: India's leading B2B fresh produce supply-chain platform serving retailers and restaurants. Comparable on farm sourcing infrastructure and farmer relationships that Pluckk also leverages; B2B focus differentiates it from Pluckk's consumer model.
• FreshToHome: Indian D2C fresh meat and seafood brand using AI-driven quality checks and direct sourcing. Comparable on technology-enabled quality control, farm-to-fork narrative, and premium positioning in a similar D2C fresh-food category.

Direct peers

• Country Delight: Indian D2C fresh food brand delivering dairy, produce, and bakery items directly to urban consumers. Most direct comparable in D2C farm-to-door fresh food model, premium positioning, and subscription mechanics (similar to Pluckk Plus).
• Zama Organics: India D2C organic and natural food brand offering fresh produce, grains, and pantry staples. Closely overlaps with Pluckk's organic line, health-trend positioning, and premium fresh produce customer base.
• Otipy: Indian social-commerce-led fresh produce platform connecting farmers directly to consumers and resellers. Similar farm-to-fork sourcing model and tier-2/3 city reach, competing for the same value-conscious health-oriented shopper.

Broad incumbents

• Bigbasket (Tata): India's largest online grocery retailer offering fresh produce, packaged goods, and private labels with same-day and next-day delivery. Comparable on broad grocery assortment and online ordering, but larger scale and broader category focus than Pluckk.

Others

• Swiggy Instamart: Quick-commerce arm of Swiggy delivering groceries and fresh produce. Functions as a Pluckk distribution channel while increasingly building private-label fresh produce offerings that compete with Pluckk's branded lines.
• Blinkit (Zomato): Quick-commerce platform owned by Zomato and a Pluckk distribution partner. Enables last-mile delivery for Pluckk but represents both a sales channel and a competitive threat via private-label expansion.
• Zepto: Indian quick-commerce platform delivering groceries in 10 minutes. Acts as a major distribution channel for Pluckk (60-65% of revenue) but also a potential competitor via private-label fresh and own-brand expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/pluckk
• Instagraminstagram.com/pluckk
• Xx.com/OfficialPluckk
• LinkedInlinkedin.com/company/pluckk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pluckk