In a major boost to India’s fresh commerce sector, Handpickd (formerly Sorted), a startup co-founded by Milkbasket founder Anant Goel, has raised $15 million (approximately INR 133 crore) in a Series A funding round. The round was led by Bertelsmann India Investments (BII) and also saw participation from Titan Capital Winners Fund (TCWF) and other existing investors.
Headquartered in Delhi NCR, Handpickd is transforming the way fresh fruits and vegetables are delivered to consumers by leveraging a zero-inventory, farm-to-door model. The company was launched in 2024 by Anant Goel, along with co-founders Nitin Gupta and Sahil Madan, and has quickly gained traction in the competitive online grocery space.
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A Fresh Take on Fresh Commerce
Handpickd enables users to buy farm-fresh fruits and vegetables in customized quantities through its user-friendly platform. Unlike traditional grocery delivery models that rely on warehouses and cold storage, Handpickd follows a zero-inventory approach. This means products are sourced directly from farms and delivered to customers within 6–7 hours — maintaining peak freshness and minimizing food wastage.
This lean and efficient supply chain not only ensures high-quality produce but also eliminates the need for excess handling and storage. As a result, Handpickd is able to offer fresher products at competitive prices while supporting local farmers with better margins and faster turnaround.
Strategic Deployment of Capital
The newly raised funds will be used across three key areas:
- Talent Acquisition – Building a high-performance team across operations, technology, and customer service.
- Geographical Expansion – Scaling services in existing cities and entering new markets in India.
- Technology Development – Investing in advanced tech to further optimize supply chain efficiency, real-time inventory sourcing, and customer experience.
Speaking about the funding, Anant Goel said, “Handpickd was born out of the need to solve the inefficiencies in the fresh produce supply chain. With our zero-inventory model, we are ensuring better quality, less waste, and faster deliveries. This funding will help us strengthen our tech backbone and reach more households across India.”
A Promising Outlook for India’s Fresh Commerce Ecosystem
The Indian fresh grocery market is estimated to be worth over $300 billion, with fruits and vegetables accounting for a large share. However, the sector remains highly fragmented and inefficient. Handpickd’s model addresses several of these pain points — such as inconsistent quality, high spoilage, and long delivery timelines.
Backed by a seasoned entrepreneur like Anant Goel, who previously scaled Milkbasket to success, Handpickd is well-positioned to become a leading player in the fresh commerce revolution.
With its farm-to-fork approach, agile logistics, and strong investor backing, Handpickd is not just selling fresh produce — it’s redefining how India eats fresh.
Keywords: Anant Goel Handpickd, Handpickd funding, fresh commerce startup, zero-inventory model, farm-to-door delivery, fruits and vegetables delivery India, Series A funding Handpickd, Delhi NCR startup, Milkbasket founder new venture
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