A silent revolution is happening at the heart of India’s buzzing fruit trade. Fresh From Farm (F3), a pioneering B2B2C startup founded by Rohit Nagdewani in 2021, is transforming the fresh fruit supply chain. With cutting-edge technology and streamlined procurement, F3 assists nearly 500 marginal fruit retailers in Delhi NCR to maximise profits and reduce waste.
The Fresh From Farm Difference
Fruit retailers have long suffered from ineffectiveness in procurement, storage, and distribution. Historically, retailers visit wholesale markets early in the morning, where they face fluctuating prices, poor quality, and huge waste. Fresh From Farm eliminates the aforementioned pain points with a technology-driven supply chain solution. Here’s how:
- Direct sourcing: They directly take the fruits from the farmers and orchards throughout India, cutting middlemen. Therefore, the produce is fresher while remaining cheaper in the market.
- Temperature-Controlled Logistics: F3 ensures that cold storage and transport limit the damage due to refrigeration.
- AI-Driven Demand Forecasting: By conducting predictive analytics, retailers would order only as much as they need, thus cutting over-buying and loss of stock.
- Flexible Ordering System: F3 does not have a minimum order quantity (MOQ) like other traditional wholesale markets so that retailers can buy according to their needs.
- Retailer-Friendly App: A user-friendly mobile app allows retailers to place orders, manage inventory, and track deliveries.
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Impact on Marginal Fruit Retailers
Fresh From Farm has brought immense improvement for fruit vendors across Delhi NCR. According to Nagdewani, retailers see 18-20% more earnings due to F3 services than the traditional method. By eliminating early morning market trips and unpredictable negotiations, retailers can focus on customer service and business growth.
Private Label Expansion & Growth Strategy
The company has furthered its presence through private-label offerings, contributing 15-20% of its revenue. The company currently sells branded fruits in five categories:
- Apples
- Blueberries
- Kiwis
- Watermelons
- Bananas
Tech-Powered Supply Chain: The Five-Pronged Strategy
F3’s operations are built on a five-pronged strategy that integrates sustainability, efficiency, and innovation:
- Pan-India Sourcing: There is an eight-member procurement team, sourcing seasonal fruits across India, so variety and quality are not issues.
- Multi-Grade Retailing: Sellers are categorized based on market demand, consumer taste, and buying behaviour to execute a proper sales strategy.
- Smart Stocking with AI: Based on the sales trend in the past and socio-economic factors, machine learning algorithms predict the demand and thus avoid inventory wastage.
- Utilize Advanced Packaging and Ripening: This company adopts latest packaging as well as delay ripening technology that enhances fruit shelf life.
- Integration: All aspects are taken care of through a complete-stack app for ordering, logistics, and managing inventory for perfect smoothness.
Funding & Future Outlook
Since its inception, Fresh From Farm has raised $2.5 million and is in talks with yet another funding round to fuel aggressive expansion. In the next 15-18 months, it aims to achieve INR 300 Cr in revenue, primarily through:
- Expanding its retailer base in Delhi NCR
- Increasing SKU offerings and diversifying private-label products
- Investing in technology to optimize logistics and supply chain management
The Future of Fruit Retail in India
The demand for fresh, high-quality fruits is increasing, especially post-COVID, as consumers want to maintain health and nutrition. According to Grand View Research, the fresh fruit market in India is expected to reach $78.6 billion by 2028, growing at a CAGR of 4.1%.
Focusing on the most innovative and environmentally conscious practices, Fresh From Farm is to redefine India’s fruit distribution scene. The issues of food wastage, ensuring constant quality, and supporting small retailers have found new heights through F3 in the agricultural supply chain.
As it is scaling its operations, this startup revolutionises fruit retail and provides a blueprint for the future of India’s fresh produce distribution. The journey of Fresh From Farm is one to watch as the company continues to drive innovation and impact the country’s agricultural ecosystem.
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