Anant Goel, a serial entrepreneur and the former CEO of Milkbasket, has started Sorted, India’s first omnichannel platform for high-quality fruits and vegetables (F&V). Nitin Gupta and Sahil Madan co-founded Sorted, which aims to give customers access to high-quality, fresh-from-the-farm fruits and vegetables at a very reasonable price through a franchisee network of digitized mom-and-pop shops. Raised over $5 million for the tech-driven F&V platform in the ongoing seed round. Sorted is plugging the inefficiencies that plague the current supply chains rather than trying to change the way India purchases F&V.
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Sorted has done many POCs over the past nine months to try to solve well-known problems in the industry. Like waste, while also focusing on growth and making money. The long-awaited disruption in the way Indian corner stores buy, manage, and sell fresh produce is now possible thanks to the omnichannel platform. Stocking and selling fruits and vegetables will be simpler and easier. With access to Sorted’s proprietary technology, procurement services, hyperlocal demand generation tools, and data science capabilities. Than buying and selling goods from the most well-known FMCG brands out there.
As stated by Anant Goel, “Since the current grocery models were developed and optimized for selling FMCG—man-made, pre-packaged products with a known shelf life—in fixed quantities through a static catalogue, none of these things apply to F&V, and they will continue to struggle to address the problem. It can be resolved in a unique and distinct way. If and when completed, this could be the fastest and most successful decacorn ever. And that is what we aim to achieve!”
Sorted is the first startup to try to use the franchise model of mom-and-pop shops in a market. Where people still like to pick up the product themselves. While Sorted’s solution for mom-and-pop shops appears to make their lives easier and more convenient. It will give Sorted an advantage over online competitors who sell pre-packaged goods in closed plastic bags. With over ten years of combined startup experience among the Sorted co-founders. The experienced and committed team to upending this enormous market.
Sorted’s CTO and co-founder, Nitin Gupta, said: “Through a vast network of digitalized neighborhood mom-and-pop shops, Sorted is able to seamlessly connect consumers with produce that has just come from the farm. We are able to provide better value to farmers and higher income for mom-and-pop shops. While improving quality and lowering prices for the end user with data-first, AI-led forecasting, demand analysis, and price benchmarking. India’s fruit and vegetable distribution system.
