Handpickd, a young fresh commerce startup, announced a $15 million funding round led by Bertelsmann India Investments. Titan Capital Winners Fund and existing backers also joined the round. The company, founded in April 2024, has quickly emerged as a strong player in India’s competitive grocery and fresh produce segment. The founders, Anant Goel, Nitin Gupta, and Sahil Madan, believe Indian households deserve a reliable and tech-driven destination for fruits and vegetables.
Origins and Vision
Anant Goel, who earlier co-founded Milkbasket, joined hands with Gupta and Madan to launch Handpickd. They identified a gap in how households purchase fruits and vegetables. Consumers traditionally visit local markets or kirana shops for everyday produce. Quick commerce platforms deliver only essentials such as onions, potatoes, and tomatoes when people face emergencies. Goel and his team envisioned a platform where families could access a wide range of produce daily with assured freshness.
Handpickd focuses on variety as its primary differentiator. The platform offers an assortment of 150–180 types of fruits and vegetables, giving customers far more options than standard quick commerce apps. The founders see this diversity as central to their mission of becoming the first choice for households’ regular produce purchases.
Funding and Investor Confidence
The fresh round of $15 million funding highlights investor confidence in Handpickd’s model. Rohit Sood, partner at Bertelsmann India Investments, praised the company’s ability to build strong customer loyalty and retention. He emphasized that every household requires fresh produce and Handpickd has created a supply chain that makes quality and affordability coexist.
Shiv Kapoor, vice president at Titan Capital Winners Fund, echoed this sentiment. He said Handpickd has reimagined the way households access fruits and vegetables. By bridging the gap between farmers and customers through an efficient supply chain, the startup has delivered consistent value.
The new capital takes Handpickd’s total fundraising to $17 million across two rounds. The company will use the funds to strengthen operations in existing cities, recruit more staff, and enhance its technology platform.
Current Footprint and Growth
Handpickd operates in Gurgaon, Noida, and Bengaluru. The platform has grown at a rapid pace, recording a 15–20% month-on-month increase in orders. This trajectory underscores the demand for reliable, high-quality produce delivery.
The founders plan to deepen penetration in these cities before expanding to new geographies. They believe growth should come with efficiency, and scaling without a robust backbone can compromise customer trust.
Zero-Inventory Model
Handpickd stands out because of its zero-inventory model. Instead of stocking fruits and vegetables in warehouses, the platform collects orders a day in advance. It then purchases the exact required quantity from farmers overnight. This approach eliminates wastage, reduces storage costs, and ensures customers receive fresh produce directly from farms.
The produce first reaches seven transit stores. From there, delivery staff transports it to customers’ doorsteps. This streamlined process avoids the pitfalls of long storage cycles and guarantees freshness. Customers receive produce that mirrors the experience of shopping at a morning market, but with the convenience of home delivery.
Customer Experience
Handpickd emphasizes customer experience as its cornerstone. The founders understand that freshness, consistency, and trust drive repeat purchases in the produce category. They aim to build a brand that households rely on daily, not just occasionally.
Anant Goel explained that customers view fruits and vegetables as an essential and emotional purchase. Families want the best quality because they consume these items directly. Handpickd therefore positions itself as more than a convenience platform—it acts as a trusted partner for everyday health.
The company reports industry-leading customer retention. Households return frequently because they trust the quality and appreciate the variety. Investors cite this loyalty as one of the strongest signals of long-term sustainability.
Technology and Supply Chain
Technology lies at the heart of Handpickd’s operations. The platform uses data to predict demand accurately and minimize waste. Algorithms guide procurement decisions, while logistics systems optimize delivery routes. These tools create a balance between farmer supply and customer demand.
Handpickd also integrates real-time tracking and quality checks at multiple touchpoints. This ensures transparency and maintains the integrity of the produce. Customers can trace the journey of their fruits and vegetables, reinforcing trust in the brand.
Competitive Landscape
The fresh commerce space in India has witnessed multiple entrants. Companies like FirstClub and LoveLocal also address quality commerce. FirstClub, for example, delivers a curated range of premium products within 30 minutes. It recently raised $23 million from Accel and RTP Global. LoveLocal connects customers with neighborhood kirana stores for daily essentials.
Despite this competition, Handpickd positions itself uniquely by targeting the entire basket of fruits and vegetables with a focus on freshness and variety. Unlike quick commerce platforms that cater to emergency needs, Handpickd builds loyalty through planned daily purchases.
Farmers as Stakeholders
Handpickd creates value not only for customers but also for farmers. By purchasing directly from growers, the startup removes middlemen and improves farmer earnings. The zero-inventory model ensures that farmers receive fair compensation without the uncertainty of unsold stock.
This direct sourcing approach also allows the company to maintain strict quality standards. Farmers become partners in the mission to deliver the best produce, which strengthens the ecosystem.
Road Ahead
With the latest funding, Handpickd will invest in scaling its supply chain technology further. It will recruit more employees to strengthen operations in Gurgaon, Noida, and Bengaluru. The company also plans to expand its assortment, introducing more seasonal fruits and exotic vegetables to attract a wider customer base.
The founders believe regional expansion will happen in phases. They want to build depth before breadth, ensuring that customers in existing markets receive the best experience. The long-term goal remains clear: to establish Handpickd as the go-to destination for fresh produce in India.
Broader Context
The timing of Handpickd’s growth aligns with a broader shift in consumer behavior. Indian households increasingly value quality, hygiene, and convenience in food purchases. The pandemic accelerated digital adoption, and now consumers expect reliability in every category, including fresh produce.
Handpickd capitalizes on this trend by offering both variety and trust. Its growth story reflects how startups can disrupt traditional behaviors while respecting consumer preferences. By addressing everyday needs rather than occasional indulgences, Handpickd taps into a vast and recurring demand base.
Conclusion
Handpickd’s $15 million funding round underscores the importance of innovation in the fresh commerce sector. The company has combined technology, efficiency, and customer focus to build a brand that resonates with households. Its zero-inventory model and emphasis on variety set it apart in a competitive landscape.
As it deepens its presence in existing cities and scales gradually, Handpickd represents the evolving future of grocery retail in India. The journey from a one-year-old startup to a multi-million-dollar funded company highlights the opportunities in everyday commerce. With strong investor backing and clear execution, Handpickd looks poised to redefine how India shops for fruits and vegetables.
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