Handpickd, India’s pioneering direct-to-consumer (D2C) platform for fresh produce, is planning to roll out more than 30 new micro-markets across Gurgaon and Delhi NCR over the next year. The platform, co-founded by Anant Goel, Nitin Gupta, and Sahil Madan, aims to revolutionize how fresh fruits and vegetables are delivered to consumers.
The story of Handpickd
Goel, who previously launched Milkbasket, India’s first overnight and contactless grocery delivery service, introduced Handpickd in April 2024 through the Apple and Google Play stores. Since its launch, Handpickd has fulfilled over 100,000 orders and delivered more than 400,000 kilograms of fresh produce across two micro-markets in Gurgaon. Currently, the brand operates at an annual revenue run rate of Rs 10 crore.
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“We don’t just sell fruits and vegetables—we facilitate a kind of matchmaking,” Goel explains. “When a customer walks into a store and picks out their fresh produce, they’re matching themselves to the items they need. That’s what we’re doing online at scale—helping customers select exactly what they want.”
Handpickd’s USP
What sets Handpickd apart from other apps is its flexibility. Unlike traditional platforms that force consumers to order set quantities or pre-packaged sizes, Handpickd allows users to select exactly how much produce they want. Customers can also specify the ripeness and size of their items, with the app’s algorithm ensuring that the order meets these exact preferences.
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To address inefficiencies in the fresh supply chain, Handpickd has implemented a zero-inventory model that minimizes waste. Additionally, any produce that doesn’t meet initial sorting standards is reintroduced into the supply chain at the right moment, eliminating the need to discard unsold items. This approach ensures that customers receive fresh, high-quality produce while also reducing waste.
