Kolkata: Pluckk, a first-of-its-kind digital lifestyle-oriented fresh food brand in the fruits and vegetables (F&V) space, has announced the acquisition of KOOK, an Indian food-tech startup that offers a range of DIY (do it yourself) meal kits for consumers, at a deal value of $1.3 million (Rs 8.5 cr) through cash and equity. It was learnt that Pluckk is run by Vasudha Ruia, wife of Prashant Ruia of Essar group.
Having a reputation for catering to various dietary preferences and cooking skills, KOOK has a strong presence in Delhi and Mumbai. Acquisition of KOOK is a strategic move to tap into the enormous growth potential of the meal kit market and presents significant opportunities for Pluckk, said an official.
Speaking on the acquisition, Nelson D’Souza, CFO, Pluckk, said, “KOOK’s demonstrated expertise in building a world-class product in the meal-kit space, coupled with our commitment to provide safe and chemical-free produce, will enable us to offer an unbeatable farm-to-fork experience to customers.” In the post-Covid world, ready-to-cook meal kits have emerged as a sought-after cooking trend.
“With customers preferring to control the quality of food consumed while having more dining options which we look to leverage by offering this differentiator to our customer experience. This is a welcome addition,” he added.
KOOK co-founder Arpitta Jerath said, “The synergies between what we are building at KOOK and the lifestyle-first approach that Pluckk brings to the fruits and vegetables category seems to be compelling.”
