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

D2C farm-produce platform Pluckk has secured Rs 100 crore (around $10.8 million) in a fresh funding round from existing backer Euro Gulf Investment, the company said. The Mumbai-based startup plans to deploy the capital to develop new products, strengthen its technology stack and expand its footprint into additional markets.

“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,” founder and chief executive Pratik Gupta said, adding that within India, the company plans to expand its reach in tier II and III markets via offline retail.

Business trajectory and recent performance

Founded in 2022 by Pratik Gupta, Pluckk began as a direct-to-consumer brand focused on delivering fresh fruits and vegetables. Over time the company broadened its product set to include meal kits and pre-cut produce, positioning itself as a full-service fresh foods brand for urban households.

• Reach and volumes: In the 2025–26 period Pluckk reported reaching 10 million households and currently manages about three million orders per month.
• M&A activity: In 2023 Pluckk acquired the DIY meal-kit brand Kook for $1.3 million, and in 2024 it bought D2C brand Upnourish for $1.4 million to enter the meal-replacement category.
• Celebrity tie-up: The company has a strategic association with actress Kareena Kapoor Khan, who invested in and serves as a brand ambassador for Pluckk.

The new infusion from Euro Gulf Investment is described as a follow-on from an existing investor, signalling continued confidence in Pluckk’s growth trajectory. The funding will be channelled into product development — building out fresh SKUs and packaged offerings — alongside investments in technology aimed at improving logistics, order handling and customer experience.

Market strategy and expansion plans

Pluckk’s next phase appears focused on two simultaneous plays: international expansion and deeper penetration of domestic non-metro markets. Gupta highlighted demand for Indian food items in markets such as the UAE and the UK, noting a gap for products that can consistently meet overseas quality and regulatory standards. To address that, Pluckk intends to roll out in international geographies in the coming months, leveraging the funding to meet compliance and supply-chain requirements.

Domestically, the company aims to bolster its presence in tier II and tier III cities through offline retail partnerships, complementing its D2C channels. The strategy reflects a wider push in India’s grocery and fresh foods segment to combine digital ordering with physical distribution to reach price-sensitive, convenience-driven consumers outside big metros.

Pluckk’s recent acquisitions and celebrity endorsement, coupled with the Rs 100 crore raise from Euro Gulf Investment, underscore its ambition to scale product breadth and geographic reach as it seeks to turn household distribution gains into sustained unit economics and market share.