With F&V matchmaking at its core, clocks ~10x average wallet share of QCom players
Gurugram/Bangalore, March 8, 2025: Handpickd, India’s first match-making platform for fruits and vegetables, has turned EBITDA positive in Gurugram and has entered into Bangalore. Launched in Gurugram in April 2024 by Anant Goel of Milk basket with Nitin and Sahil (also ex-Milk basket), Handpickd enables consumers to buy ‘any quantity of any quality’ of fresh produce as per their personal preference, akin to offline buying and hence a favorite of consumer households in Gurugram.
Anant Goel, who previously co-founded Milk basket, has been instrumental in disrupting the online grocery space with unique consumer insights and creating a one-of-a-kind supply chain to cater to those specific consumer needs. What Milk basket did for daily needs like milk, bread, and butter, Handpickd is doing for fruits & vegetables with its zero inventory and tech-driven match-making model.
“Our entry into Bangalore is a strategic step in scaling Handpick d’s match-making platform to new markets,” said Anant Goel, Founder, Handpickd. “We hypothesized that we do not know what a good quality for a given family is. Every family is unique, and so is their F&V. They tell us what they like, we match-make and deliver exactly that to them! And we now know that we can do it at scale and profitably. Our advanced technology, processes, and unique learnings from every order we deliver are our core differentiators, and with every order, we just keep getting better at it.”
“Customers, on average, spend around ₹4,000 monthly on buying fruits and vegetables from Handpickd, which is ~10x of what they spend on any quick commerce channel. It’s 5x of traditional e-grocers. For the first time, the online spend on fresh produce for a family has exceeded that of offline,” he added.
The expansion comes after the company’s successful operations in Gurugram, where it has effectively captured the fresh wallet share of consumers like no other platform has been able to till date. Expansion into Bangalore is an early attempt to further refine its supply chain and discover any shortcomings that might have escaped the founding team’s attention in Gurugram.
The company is betting big on its ‘matchmaking’ system, where families get handpicked fruits and vegetables specific to their family needs within 7-8 hours of harvest. The zero-inventory model ensures that there is no dump after the sales cycle and hence yielding into profitable operations even at a small scale within a short span of launch.
Looking ahead, Handpickd plans to expand its footprint across key Indian cities, targeting 30 new micro-markets by the end of 2025. The company is betting on technology-driven solutions to drive efficiencies, cut down supply chain wastage, and cater to the evolving preferences of urban consumers.
