The Farm-to-Fork Pitch Has a Problem: Pluckk Makes Two-Thirds of Its Money Through Middlemen
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Direct-to-consumer produce was supposed to cut out intermediaries. India's Pluckk now earns 60–65% of revenue through Blinkit, Zepto and Instamart — and lost ₹55 crore on ₹85 crore of sales. The intermediary changed; it did not disappear.