Anant Goel’s Sorted Rebrands To Handpickd, Aims To Sharpen Focus On Online Play

Milkbasket’s founder Anant Goel has rebranded his fruits and vegetable (F&V) focused omnichannel startup Sorted to “Handpickd”.

Under Sorted, the company explored offline distribution of fruits and vegetables to its customers. Whereas with Handpickd the company aims to leverage AI and enhance the online shopping experience in the F&V segment.

Founded by Goel, Nitin Gupta and Sahil Madan in 2022, Sorted claims to provide its customers quality fruits and vegetables that come straight from the farms.

In April 2024, the founders launched Handpickd’s mobile application on Apple and Google play store to foray into digital distribution space. 

“Selling fruits and vegetables is not a business of trading, it’s an art of match-making. This is what a customer does when they walk into an offline store and handpick their fresh produce. To become a successful online fresh destination, match-making is what we have to facilitate at scale. That’s what Handpickd is all about,” said Goel.

Since its inception, the company claims to have completed more than 100,000 orders across two micro-markets in Gurugram. With this, the company is aiming to launch more than 30 new micro markets across Delhi-NCR.

It is pertinent to note that, in 2023, the company raised $5 Mn in its seed round under the brand name Sorted. Handpicked is currently using the same amount to expand its presence.

In 2021, Goel resigned from his online grocery company Milkbasket, after Reliance Retail acquired the company for $40 Mn. MilkBasket caters to household grocery needs in fruits and vegetables, dairy, bakery and more.

Swiggy’s Instamart, Zomato’s Blinkit, BigBasket and JioMart are some other prominent players in the F&V segment.