Startup Originals Team
Fresh commerce startup Handpickd (formerly Sorted), founded by Milkbasket’s Anant Goel, has raised $15 million in a Series A funding round. The new capital will be used to expand to more cities, strengthen its technology and supply chain operations, and hire talent.
Who Backed the Round & Key Terms:
- The funding was led by Bertelsmann India Investments, with participation from Titan Capital Winners Fund and existing backers.
- In Indian rupee terms, $15 million converts to around ₹133 crore.
What Handpickd Does:
- Handpickd operates in the fresh produce / grocery category. It delivers fruits and vegetables to customers.
- Importantly, it follows a made-to-order model: it doesn’t stock produce in large warehouses or dark stores. Instead, it awaits customer orders and then sources exactly that quantity from farmers, aiming to reduce waste.
- It also claims differentiation by allowing customers to specify attributes like ripeness, sweetness, or crunchiness in their orders.
Use of Funds & Growth Plans:
- The funds will be used to expand into more cities, improve the supply chain infrastructure, and scale up technology capabilities.
- The startup also plans to hire more people in operations, logistics, product, and tech to support scaling.
Market & Significance
- India’s fruits and vegetables market is part of a larger $600 billion grocery sector, indicating a large addressable market.
- Though many consumers still purchase fresh produce offline due to quality and freshness concerns, Handpickd is betting that its just-in-time, made-to-order approach can win trust in the online space.
- As a sustainability point, Handpickd avoids excessive waste by only buying what is needed.
Conclusion:
Handpickd’s $15 million Series A fundraise is a strong vote of confidence in its fresh commerce model. By combining direct sourcing, technology, and minimal inventory waste, the startup aims to bring a new standard of freshness and customization to online produce delivery. If it executes well on expansion, supply chain strength, and consumer trust, Handpickd could significantly shift how Indians buy fruits and vegetables.
