By Anuj Suvarna
Copyright yourstory
Fresh produce delivery startup Handpickd has raised $15 million in a Series A funding round led by Bertelsmann India Investments. The round also participation from Titan Capital Winners Fund and existing investors.
The company plans to use the funds to expand to more cities, hire talent, and improve its supply chain technology.
Started in 2024 by Anant Goel (co-founder of Milkbasket), Nitin Gupta, and Sahil Madan, Handpickd works differently from other grocery apps. It does not store fruits and vegetables in warehouses or dark stores. Instead, it takes customer orders first, buys the exact quantity directly from farmers, and delivers them the same morning—usually within six to seven hours.
“It’s like having a mandi at your doorstep,” said Goel. “Customers get the variety and freshness they want, while we avoid waste by buying only what’s needed.”
India’s fruit and vegetable market, which is part of the larger $600-billion grocery sector, is estimated at $80 billion. Despite the growth of online grocery, most consumers still buy fresh produce offline due to concerns about quality. Handpickd is betting that its “made-to-order” approach can change that. Customers can even specify ripeness, sweetness, or crunchiness of the produce they want, says the company.
Investors say that focus on personalisation could help Handpickd stand apart. “Quality fruits and vegetables remain a pain point,” said Rohit Sood, Partner at Bertelsmann India Investments. “Customer loyalty for
Handpickd is among the strongest we’ve seen in this space.”
The startup also positions itself as sustainable; it avoids plastic packaging and delivers in reusable trays.
Handpickd is currently available in Gurugram, Noida, and Bengaluru.
(Edited by Swetha Kannan)
