Sorted Rebrands to Handpickd: A New AI-Driven Approach to Fruits and Vegetables Delivery
Anant Goel, the founder of Milkbasket, has rebranded his fruits and vegetable (F&V) focused omnichannel startup, Sorted, to “Handpickd,” signaling a strategic shift towards enhancing the online shopping experience in the F&V segment. The rebranding aims to position the company at the intersection of technology and fresh produce, as it looks to integrate artificial intelligence (AI) to revolutionize the way customers shop for fruits and vegetables.
Transition from Sorted to Handpickd
Under the original name, Sorted, the company focused on offline distribution, bringing fresh produce directly from farms to customers. This business model allowed Sorted to cater to local markets, providing convenience and quality produce through offline touchpoints. However, with the rebranding to Handpickd, the startup is pivoting to a more tech-driven approach, leveraging AI to improve the overall online shopping experience. The goal is to offer consumers an enhanced, seamless, and personalized experience when ordering fresh fruits and vegetables.
Handpickd intends to address the unique challenges in the F&V sector, such as freshness, quality control, and supply chain inefficiencies, by using AI-powered solutions. This technology-driven approach will enable the company to streamline processes, predict demand more accurately, and provide tailored recommendations to customers, ultimately making the online shopping experience as smooth and efficient as possible.
Founders and Vision
Handpickd was founded by Anant Goel, Nitin Gupta, and Sahil Madan in 2022, with a vision to deliver quality fruits and vegetables directly from farms to consumers. The company prides itself on providing fresh, high-quality produce, which is a key differentiator in the highly competitive F&V market. With Handpickd, the founders aim to expand the digital presence of the business and tap into the growing demand for online grocery shopping, especially for fresh and perishable items like fruits and vegetables.
The startup’s new focus on AI and technology-driven solutions reflects the broader trend in the e-commerce and grocery delivery space, where startups are increasingly investing in advanced technologies to optimize the customer experience and streamline supply chains. The use of AI will allow Handpickd to provide real-time inventory management, forecast demand accurately, and enhance customer service by offering personalized recommendations based on shopping history and preferences.
Launch of the Handpickd App
As part of its transition to a digital-first model, Handpickd launched its mobile application in April 2024, available on both the Apple App Store and Google Play Store. The app allows customers to easily browse and purchase a wide range of fruits and vegetables, with a focus on freshness and quality. The app is designed to offer an intuitive user interface, making it easy for customers to order fresh produce with just a few taps.
The launch of the Handpickd app marks the company’s formal foray into the digital distribution space, positioning it to compete with other e-commerce players in the online grocery market. Through the app, Handpickd aims to cater to a wider audience, offering the convenience of home delivery while ensuring the highest quality standards for its products. Customers can access a variety of fresh produce, conveniently delivered to their doorstep, all while benefiting from the technological advancements of AI.
Future Prospects
The rebranding to Handpickd and the launch of the mobile app signal an exciting new chapter for the company. By leveraging AI and digital technology, Handpickd hopes to redefine the online fruits and vegetable shopping experience, making it more efficient, personalized, and convenient for consumers. As the demand for fresh produce continues to grow, especially in the online grocery space, Handpickd is well-positioned to capitalize on these trends and emerge as a leader in the F&V sector.
With its innovative approach, Handpickd is poised to reshape the future of fresh produce distribution, offering customers a modern, tech-driven solution to an age-old problem.
