Fresh fruits and vegetables are an integral part of the Indian diet. It’s something every Indian household keeps a track of and no matter the frequency, each home will replenish its stock of fresh produce.
In cities and larger towns, fruit and vegetables can easily be delivered to the doorstep these days using one of many online grocery platforms. But how often do customers wonder about the food supply chain that brings this fresh agricultural produce to the market?
The ease with which consumers can source the produce often makes them forget the meticulous planning, preparation, and hard work that goes into the production, distribution and food supply chain — from the farm to the fridge.
It’s particularly tough on farmers, who not only have to overcome natural calamities and climate to produce grains, fruits and vegetables, but also have to see their margins wither away at each stage of the supply chain thanks to payments to middlemen and agents.
Bengaluru-based Ninjacart discovered a lucrative business opportunity in fixing this flawed supply chain. It leveraged technology to build a reliable and cost-effective supply chain to deliver quality produce directly from the farm to store, on a daily basis. This business model worked like a charm for the company which is now reportedly valued at over $320 Mn.