Fresh farm produce supply chain startup Handpickd (formerly known as Sorted) has secured USD 2.5 million (~INR 21.7 crore) in an extended seed round, reaffirming investor confidence in India’s burgeoning agri-tech sector. The round was led by Genesia Ventures and Nitin Gupta (via GG Enterprises), with participation from several prominent institutional and angel investors.
Handpickd: Funding Details
The funding round involved the issuance of 10,547 Series Seed B Compulsorily Convertible Preference Shares (CCPS) at a premium price of INR 20,566 per share, according to filings with the Registrar of Companies (RoC).
Nitin Gupta emerged as the single largest contributor with an investment of INR 6.48 crore, followed closely by Genesia Ventures, which infused INR 6 crore. Other contributors to the round include:
- BEENEXT – INR 2.16 crore
- Sunrise Sunset Family Trust – INR 2 crore
- Infinyte Club Angel Fund
- Stargazer Ventures
- Eximius Ventures
- Ankit Agarwal
So far, the startup has received INR 10.16 crore, with the remaining investment expected to be disbursed shortly.
This round brings Handpickd’s post-money valuation to USD 35 million (~INR 300 crore). With this round, the company’s total funding raised to date stands at nearly USD 9 million (~INR 77.23 crore).
Company Background and Business Model
Founded by Anant Goel, Nitin Gupta, and Sahil Madan, Handpickd operates on a B2B2C model that integrates the supply of fresh fruits and vegetables directly from farmers and local vendors to urban consumers. Leveraging a tech-enabled supply chain and a network of micro-entrepreneurs, the startup aims to streamline last-mile delivery and reduce inefficiencies in the farm-to-fork ecosystem.
The company was formerly known as Sorted before rebranding to Handpickd as part of its growth and brand evolution strategy.
Financial Growth and Performance
In FY24, the company demonstrated over 2.3X growth in operating revenue, scaling from INR 7.4 crore in FY23 to INR 17.5 crore. Notably, the company managed to maintain its losses at a steady INR 2.1 crore, reflecting disciplined financial management even amid rapid growth.
Competitive Landscape
Handpickd operates in a competitive segment of India’s agri-tech and fresh produce delivery market, alongside startups like:
- Otipy – raised USD 49 million (~INR 420 crore)
- Fraazo – raised USD 61 million (~INR 523 crore)
- Deep Rooted – raised USD 20 million (~INR 172 crore)
- Pluckk – celebrity-backed by Kareena Kapoor, currently in talks to raise USD 10 million (~INR 85.81 crore)
Despite competition and sector shakeups, Handpickd has maintained momentum, bolstered by strong investor support and a lean operational model.
What’s Next for Handpickd?
After the Handpickd extended seed round, the company is expected to fuel product expansion, technology enhancement, and further scaling of the micro-entrepreneur-led delivery network. With rising demand for traceable, fresh, and ethically sourced produce, Handpickd appears well-positioned to capture a growing share of India’s organized fresh food market.
Backed by Blume Ventures, early supporters like Kunal Bahl and Rohit Bansal, and now a fresh cohort of investors, Handpickd’s journey from a farm-gate disruptor to a scalable supply chain innovator continues to gather steam.
About Handpickd
Handpickd is an India-based agri-tech startup that sources fresh produce directly from farmers and delivers to consumers via a B2B2C platform. The company uses technology to manage procurement, logistics, and delivery, empowering micro-entrepreneurs in the last-mile ecosystem.
For more details related to IPO GMP, SEBI IPO Approval, and Live Subscription stay tuned to IPO Central.