D2C farm produce platform Pluckk raises Rs 100 crore from Euro Gulf Investment

Synopsis

Pluckk has raised Rs 100 crore ($10.8 million) from existing investor Euro Gulf Investment in an all-equity round. This brings the firm’s total funding to $26 million. The company plans to use the capital for research and development of a new product range, to enhance its technology, and expand its presence, founder and chief executive Pratik Gupta told ET.

Pluckk, a D2C farm produce platform, has raised Rs 100 crore ($10.8 million) from existing investor Euro Gulf Investment in an all-equity round. This brings the firm’s total funding to $26 million.

The company plans to use the capital for research and development of a new product range, to enhance its technology, and expand its presence, founder and chief executive Pratik Gupta told ET.

“We plan to launch in international geographies in the coming months. There is interest in Indian food items in regions like the UAE and UK, but there are very few products from India which are absolutely clean and meet the standards of these countries,” Gupta said, adding that within India, the company plans to expand its reach in tier II and III markets via offline retail.

As a clean food platform that uses technology, Pluckk implements computer vision for quality checks at the farm level and artificial intelligence algorithms for demand forecasting, pricing, and other functions.

Founded in 2022, Pluckk started as a brand offering farm-fresh fruits and vegetables to customers. Eventually, it expanded its product portfolio to include value-added items like meal kits and pre-cut produce, it said in a statement.

In 2025-26, the brand catered to 10 million households, and currently services three million orders per month. “Quick commerce accounts for about 60-65% of our business. Our own D2C channel contributes about 10-15%, and the rest comes from ecommerce and offline channels,” said Gupta.

In 2023, Pluckk acquired do-it-yourself (DIY) ready-to-cook meal kit brand Kook for $1.3 million and also partnered with Bollywood actress Kareena Kapoor Khan, who came in as an investor and brand ambassador. In 2024, it acquired another direct-to-consumer (D2C) brand, Upnourish, in a $1.4 million deal, to expand into the meal replacement products market.

Both have grown five times in the past year, Gupta said.

The Mumbai-based company is operational in 50 cities and available on six quick commerce platforms.

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