Fresh commerce startup Handpickd, formerly known as Sorted, has raised $15 million (₹133 crore) in a Series A round led by Bertelsmann India Investments (BII), with participation from Titan Capital Winners Fund (TCWF) and existing investors.
The funds will be used to hire talent, expand operations in current markets, and develop technology aimed at optimizing the fruits and vegetables supply chain.
Founded in 2024 by Anant Goel (founder of Milkbasket), along with Nitin Gupta and Sahil Madan, the Delhi NCR-based startup allows consumers to purchase fresh fruits and vegetables in customized quantities.
Operating on a zero-inventory model, Handpickd sources directly from farms and delivers to customers within 6–7 hours, eliminating the need for dark stores or warehouse storage.
Currently active in Gurugram, Noida, and Bengaluru, Handpickd had earlier raised $5 million in its 2023 seed round while operating as Sorted, which focused on offline distribution. In 2024, the company launched its mobile app, expanded online operations, and rebranded as Handpickd.
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Leveraging AI-driven solutions, the platform already uses predictive tools for demand forecasting and customer support. It is now developing features that analyze consumer buying patterns and recommend meal ideas to further enhance user engagement.
The startup operates in a massive market—India’s fruits and vegetables sector, valued at $44.75 billion in 2024, is projected to grow to $62.4 billion by 2030.
