PREMIUM BRANDED FRUITS INTRODUCED IN MUMBAI

Mumbai: greencart.in, a leading online portal specializing in fresh farm produce and delectable gourmet foods, has announced its plans of launching a fresh fruits brand. Introduced initially in Mumbai, under the brand name of ‘Greencart’, the products will be available at www.greencart.in and will gradually also be made available at select retail outlets across the city. With one of the widest ranges of domestic and imported produce, greencart.in will look at creating uniform consumer experiences that assures freshness, health and hygiene.

“The fresh fruit and vegetable market in India, currently estimated at $20 billion, is largely dominated by the unorganized segment and lacks any kind of standardization. So, unlike a branded noodle or salt that comes with a printed MRP and consistent quality, fresh fruits lack grading and are often sold at varying prices,” explains Mr. Rajiv Tevtiya, Executive Director & CEO.

“A brand, typically, offers consistency, standardization, assurance of quality and promise of fulfillment. Greencart fruits will have all of these and more. The produce, coming in world-class packaging, will lay strong emphasis on grading. This will not only help customers attach a value to their purchases but also differentiate between export, premium and standard graded fruits. Moreover, fruits and vegetables branded as Greencart will come with an adulteration-free assurance,” he says.

Branded mangoes launched by greencart.in this season had evoked a tremendous response. “This season quality Alphonso mangoes were in short supply. The Alphonsos need a stroke of heat for them to mature properly. The weather affected much of the crops and resulted in a drop in quality. While mangoes are available in the market, quality Alphonsos were in short supply. To overcome the shortage, many retailers resorted to selling below par fruits or Karnataka mangoes as Alphonsos,” adds Mr. Tevtiya.

“Our mangoes differed from those available at local vendors. Besides being retailed in a neat cardboard box, they are hand graded for standardization and naturally ripened at Government approved ripening chambers. Natural ripening is a long and intensive process that incurs substantial costs. So most vendors resort to ripening the mangoes artificially by using a banned toxic powder called Calcium Carbide, which are known to cause severe health damages. Our mangoes come with a carbide free guarantee. All these factors went on to make our mangoes one of the best sellers in the city.”

Managed by a team of qualified specialists well versed in agriculture, greencart.in has been able to develop an efficient and cost conserving procurement system. By forming extensive backward linkages, it has created a wide network of farmers who specialize in certain crops and adopt techniques that involve minimum use of fertilizers. “Greencart implements a zero stock policy wherein products are packed and carted off as soon as they are procured from the farmers. Except in rare circumstances, we store the produce in warehouses. By offering farm fresh fruits we will be bringing back the concept of consuming fresh, a concept that has been long forgotten,” concludes Mr. Tevatiya.

About Greencart:

Greencart.in is a Mumbai based online portal specializing in fresh produce and gourmet food. It had recently secured US $ 1.5 million in its first round of funding. It currently offers more than 1500 products in over thirty categories. Its fresh range is one of the most extensive in the city and is currently unmatched by any online or brick and mortar store. The full range of products can be viewed at www.greencart.in.  The products are currently delivered across Mumbai, Navi Mumbai & Thane and will soon be available in other parts.