Gurugram-headquartered fresh-commerce startup Handpickd has raised $15 million in a Series A round led by Bertelsmann India Investments (BII), with participation from Titan Capital Winners Fund and existing investors.
Handpickd: What the money will fund?
Handpickd said the capital will be used to strengthen its team, deepen serviceability in its current markets, and invest in supply-chain technology for faster, more predictable morning deliveries. The company’s total equity raised now stands at $17 million.
The model: made-to-order, no dark stores
Founded in 2024 by Anant Goel (co-founder of Milkbasket) along with Nitin Gupta and Sahil Madan, Handpickd operates a zero-inventory model: it takes orders first, procures only the required quantities directly from farmers, and delivers the same morning, typically within six to seven hours.
The company says this just-in-time approach eliminates storage, reduces waste, and improves unit economics. The service is currently available in Gurugram, Noida and Bengaluru. In keeping with its positioning, Handpickd also avoids plastic packaging and uses reusable trays for deliveries.
Fresh produce has been one of the toughest categories in Indian online grocery, a segment that has seen multiple shutdowns despite sizable funding. Otipy, Fraazo and Deep Rooted shuttered operations after raising $49 million, $61 million and $20 million respectively, underscoring the execution challenge in this space.
Against that backdrop, Handpickd’s “order-then-procure” thesis is a contrarian bet on predictability and minimal wastage.
Investor and founder voice
Bertelsmann India Investments believes the company’s personalisation and quality focus can sustain customer loyalty in a category where trust is hard-won.
Founder-CEO Anant Goel frames the experience as “like having a mandi at your doorstep,” highlighting variety, freshness, and reduced waste from buying only what’s needed.
The near-term roadmap
With the fresh funds, Handpickd plans to hire across functions, extend coverage within existing cities, and continue building supply-chain software to compress cycle times from purchase to delivery.
The company’s communications and media reports consistently place the procurement-to-doorstep window at under seven hours, central to its promise of morning-fresh produce.
Also Read: Flipkart, Zepto, Blinkit: Why Hyperdelivery Isn’t India’s Growth Story
