Digital-first clean FMCG brand Pluckk has entered the United Kingdom, marking its first major international market entry — and the early numbers are striking. The brand is already available in 17 stores and has captured a 15% share of the protein-bar category in its first month.
Pluckk plans to scale aggressively: 100 stores within three months and around 500 stores within a year, while expanding its UK portfolio from a few products to more than 50 SKUs across juices, functional drinks, snacks, salads and other clean-label categories. The company has built a presence across England and Wales and is evaluating expansion into the UAE, Saudi Arabia and the US.
International markets are expected to contribute 25–30% of overall revenue. Back home, Pluckk operates across 50+ cities in India with an annualised revenue run-rate above Rs 140 crore.
The UK playbook mirrors what worked in India: clean-label positioning, protein-forward products and rapid retail distribution. If the 15% category share holds as the store count multiplies, Pluckk could become a rare Indian D2C brand with a genuine overseas growth engine.
Why it matters for founders
Pluckk's UK entry shows Indian D2C brands can win abroad by leading with category innovation (clean-label protein) rather than competing on price. If you're eyeing international expansion, the lesson is to enter with a sharp wedge product, prove velocity in a handful of stores, and only then scale the SKU count.