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D2C grocery startup Pluckk has raised ₹100 Cr (around $10.8 Mn) in its Series A1 funding round led by existing investor Euro Gulf Investment.

The startup plans to deploy the capital for investments in technology and product innovation, especially in AI to identify emerging product trends, automate quality control, and optimise supply chain efficiency and demand forecasting, along with nutrition personalisation for consumers by combining nutritionists with AI.

It will also use the funds to establish offline retail presence and expand into tier II locations and international markets in the next six months.

“… we are seeing high word of mouth awareness and high repeat rates which are helping us get closer to profitability,” cofounder and CEO Pratik Gupta said.

Founded in 2017 by Gupta, Pluckk operates a “clean-label” FMCG business selling fruits, vegetables, meal kits, cold-pressed juices, soups, frozen berries and fruit based snacks, through the ‘farm-to-door’ concept. Its portfolio spans six core categories and 45 products, with operations in 50 cities through quick-commerce integrations across six platforms, including Blinkit, Instamart, Zepto and Flipkart Minutes. It also sells products via its own website in Delhi, Bengaluru, Pune and Mumbai.

The D2C startup also operates two sub-brands – Kook, which offers everyday comfort food, and nutrition focused Upnourish, which it acquired in 2024 for $1.4 Mn.

Pluckk claims to have achieved a 25% year-on-year growth over the past two years, with an annualised revenue run rate of ₹100 Cr in FY25. It delivered 2.4 Cr products across 1 Cr households in the previous year and is looking to double its distribution over the next year.

The startup has raised $26 Mn to date, including an undisclosed amount from actor Kareena Kapoor in 2023 and Series A funding from Euro Gulf Investment in 2025. Exponentia Ventures, which led its $5 Mn seed funding round in 2022, is also among the backers.

Pluckk competes with a host of other brands that are betting on the clean label, farm-to-fork model to attract health-conscious affluent consumers.

Earlier this week, farm-to-fork food brand KisaanSay raised ₹34 Crto scale its business that connects consumers directly with farmers to source fresh farm-grade products.

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