The funds will be used for team expansion, technological enhancement and introducing new product lines, the startup said.

Fresh From the Farm takes charge of retailers' operations, overseeing purchasing management, sorting and distribution, allowing them to focus solely on driving sales.

Rohit Nagdevani, Founder of Fresh, said, “Currently delivering to over 300 locations every day, our core focus is on wastage reduction and efficient demand consolidation, enabling our retailers to deliver more value than working through traditional channels. "On an average, we have been allowed to earn 29 percent more." From the farm.

“We are targeting to touch Rs 100 crore ARR (annual recurring revenue) by the end of this calendar year,” he said.

The startup currently has an annual recurring revenue of Rs 40 crore.

“By offering transparency and efficiency, F3 empowers retailers to sell quality produce at affordable prices, thereby bridging the gap between affordability and profitability,” said Vikram Ramasubramanian, Partner, Inflection Point Ventures.

Inflection Point Ventures has so far invested over Rs 700 crore in more than 20 startups.

Ashish Kacholia, founder of Lucky Investments, said integration of demand in an otherwise fragmented and unorganized market is the key driver of this business.