“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.
