Fresh food firm Pluckk expands to UK, plans to enter UAE next

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War has delayed its entry in the Gulf region; the firm eyes going to the US, says its co-founder and CEO Pratik Gupta

By Subramani Ra Mancombu

Updated - October 27, 2026 at 10:44 AM. | Chennai

Mumbai-based Pluckk, one of India’s app-based fresh food companies, has expanded its operations to the UK and plans to enter other countries too, its co-founder and chief executive officer, Pratik Gupta said 

“We had earmarked certain markets for our growth. They were the United Arab Emirates, Saudi Arabia, the UK, and the US. There are some Western-oriented customers who are looking for high-quality food and are coming from India. So, we have done that kind of journey in the UK,” he told businessline.

In West Asia, particularly the UAE and Saudi Arabia, the war has delayed the company’s plans. “We plan to expand faster, and the UAE is our next destination,” said Gupta.

Pluckk co-founder and chief executive officer Pratik Gupta

Live in 17 stores

A company statement said the company is live in 17 stores with a 15 per cent share in the protein bar category. It is targeting 100 stores across multiple retail chains within three months and 500 within a year. 

Launched in January 2022, Pluckk is a fresh food firm built around premium products and clean-label food. It is present in 3,500 dark stores on quick commerce and serves over 20 cities. 

Starting from fruits and vegetables, the company provides cut and mixed fruits and vegetables, cold-pressed juices, frozen grated coconut and protein bars. Recently, it launched frozen berries. It also offers clean-label tomato ketchup.

“We are not adding any preservatives, sugar, additives or any such thing into the products that we make. So the brand is clean-label and fresh at all times,” said the Pluckk co-founder and CEO. 

Buying directly from farmers

Pluckk procures directly from farmers, and it has sourcing teams, including agronomists. The teams help farmers without any conditions, and the relationship is based on trust, he said. 

“We let farmers be independent and decide who they want to sell their produce to and at what price so that they can get the maximum advantage out of it. At the same time, we try to focus on fewer farmers and ensure that we buy most of their produce consistently. We pay them on time,” said Gupta.

Pluckk buys local crops, including carrots, beans, and spinach. “We buy almost 40-50 crops in the Mumbai, Bengaluru and Delhi regions. We have onboarded farmers across each of these cities,” said the company’s co-founder and CEO.

However, the company has not entered into any contract farming, as it believes such an approach is better for both the firm and the farmers. 

Company’s target

Pluckk considers the freshness of a product, no chemical usage, its feel and look, especially its brightness or being hand-picked and hygiene as key elements of its offerings. It works on innovations such as ozone wash and traceability. 

Basically, it sets up the entire supply chain from farm to door to build a fresh produce and quality-oriented supply chain for the consumers, he said.

“We want to get into modern and general trade. We want to be seen in offline shops, which could be a neighbourhood store or a bigger Reliance or D-Mart sort of places. We also intend to have geographical expansion,” said Gupta.

Pluckk wants to be visible in at least 50-plus cities apart from tier I cities. It wants to foray into more countries. “Over the last few years, we believe we have achieved product assortment which is quite wide and is working for the customer. We need to ensure that it reaches more people,” he said.

Careful expansion

The company is careful about expanding its product range, as it does a lot of research before entering any segment. It is looking at new products such as frozen avocado and edamame, where the firm sees a huge potential.

Pluckk takes orders upto 11.59 pm on a given day after which it procures the material and tries to fulfil the order the following day, delivering at the customer’s doorstep. “ In some SKUs (stock keeping units) we have worked on better packaging technology that ensure a shelf life up to six months without any preservative being added,” said Gupta. 

In the 2025-26 fiscal year, Pluckk clocked a revenue of over ₹100 crore gross merchandise value revenue. It is looking to double the revenue this fiscal year. It has raised three rounds of funds and mopped up to $25 million so far, he said. 

Published on October 27, 2026

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