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.

RETAIL IMPACT OF EU BAN ON ALPHONSOS

VIEWPOINT:

Mumbai, May: It is a season that spans only two months, but in these two months Alphonso mangoes go on to generate sales of a whopping Rs. 2000/- crore. And with 70% of the sales happening in Mumbai, it has quite an impact on the region’s economy. Currently about 1 lac boxes arrive in the market each day, but this year the quality of the crop has been below par and most of the mangoes are of inferior quality. The prices are also 50-60% higher compared to last year.

“However, the recent ban on mangoes by the European Union may have an impact on retail prices. Though, it is a likely scenario that the prices will fall, it is not a necessity. New markets like New Zealand have opened up and the Gulf region is experiencing a massive increase in their consumption of Alphonsos,” says Rajiv Tevtiya, co founder and CEO, greencart.in, a Mumbai based online portal that has emerged as one of the largest mango retailers in the organized segment. The portal specializes in fresh produce and gourmet food.

However, what is of a larger significance to the retail consumers is that this season the Karnataka Alphonsos have hit the market in big way.

Mangoes of a particular variety that grow in the coastal belt of Konkan and certain areas of South Gujarat are called Alphonso Mangoes. The soil, the climate, the proximity to the sea, the wind and the temperature that the crop are exposed to are some of the key factors that determine their texture, aroma, color and flavor. Alphonso mangoes from Devgad are said to be the finest followed by those from the neighboring Ratnagiri. Valsad, Murud-Janjira and Sindhudurg are also known to provide quality Alphonsos.

“Over 70% of the Alphonsos sold in local markets of Mumbai are Karnataka Alphonsos under the guise of Ratnagiri or Devgad. True aficionados can spot the difference, but most consumers will not be able to. These mangoes are slightly less sweet in taste but are 20 to 30% cheaper as compared to Ratnagiri or Devgad counterparts within the same grade,” adds Mr. Tevtiya.

“Due to an extended winter, the mango season started late this year. 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 are in short supply. To overcome the shortage, many retailers are selling Karnataka mangoes as Alphonsos. What is unethical about this is the lack of transparency and they being sold as Ratnagiri and Devgad Alphonsos,” he says.

“The Greencart mangoes, currently available at www.greencart.in, comprise twelve varieties of Alphonsos sourced from select orchards. Greencart’s in depth expertise in Agribusiness help them source top-notch quality from the select farms.  Our mangoes differ from those available at local vendors. 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,” concludes Rajiv Tevtiya.

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.

MUMBAI WARMS UP TO PRE SEASON ALPHONSOS

Greencart.in Introduces Its Range of Branded, Naturally Ripened, 100% Carbide Free Alphonsos

Mumbai: With the city beginning to warm up to the king of fruits following a relative drop in prices, Greencart.in has launched its own range of branded Alphonso mangoes. Available in six different varieties, the mangoes are graded, packaged and come with one hundred percent naturally ripened and carbide free guarantee.

“Mangoes of a particular variety that grow in the coastal belt of Konkan and certain areas of South Gujarat are called Alphonso Mangoes. The soil, the climate, the proximity to the sea, the wind and the temperature that the crop are exposed to are some of the key factors that determine their texture, aroma, color and flavor. Alphonso mangoes from Devgad are said to be the best followed by those from the neighboring Ratnagiri,” says Rajiv Tevtiya, co founder and CEO.

The Greencart mangoes, currently available at www.greencart.in, comprise six varieties of Alphonsos sourced from select orchards of Devgad and Ratnagiri. Greencart’s in-depth expertise in Agribusiness help them source topnotch quality from the select farms.  “Our mangoes differ from those available at local vendors.

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,” he adds.

Alphonso mangoes available at this time of year are pre-season mangoes, which are mild in taste and aroma. They are more flavor some and less sweeter than their full season counterparts that are expected to hit the market by mid-April.

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.