Ecommerce, News

After CPG/FMCG products now buy fruits & vegetables online

Days are the gone when grocery and vegetables can only be bought through offline stores; nowadays Indian online retailing has been witnessing rise and acceptance of business models based on facilitating the consumer’s basic needs such as CPG/FMCG goods including vegetables and fruits. In order to evangelize the same segment, a new venture has rolled out its operation in Gurgaon earlier this month. Elaborating the thought behind’s maiden roll out in Gurgaon, Anita Kashyap, Founder & CEO, Foodmandi said “the idea is to use Gurgaon as the first hyper local hub to perfect the process – right from supply to demand aggregation to end fulfillment. Over the next few months it will be launched to multiple cities”.

Fruit and vegetables are one of the toughest categories to gather steam in e-tail in India so far and Foodmandi has begun its operation with it, however it plans to foray in to etailing of CPG/FMCG products also.

It offers 96 various fruits and vegetables categorized in fruits, exotic vegetables and standard (regular) vegetables. Looking at the offering, it seems it encompasses almost all vegetables and fruit needs. Apart from vegetables & fruits, foodmandi also sells organic cereals like Bajra, Jowar, aata, Maida, suji including organic pulses. It ensures delivery within 24 hours of order placed on all week days including Saturday and Sunday. Currently it offers Cash on Delivery (COD) as a payment option and slated to launch its online payment gateway by next month.

The core idea is born out of a need that Kashyap personally felt as a home maker. Foodmandi’s aim is to provide a platform for buyers to access food supplies across depth and width of sub categories. “At present, foodmandi is focusing on three key aspects top Quality better pricing and Catalogue of food products not available at “arms reach of desire” added Kashyap.

At present has two transit warehouses in Gurgaon and delivery of the orders are being done by its own vans. However, Kashyap feels urge to have more transit warehouses for processing, invoicing and better quality check as it also plan to expand to South Delhi. The website has based on some CMS and running on an ecommerce platform that supports high customization facilities. In order to ensure fresh veggies collects it from selected vendors of local farmer markets like Mandai (Gurgaon) and Azadpur mandi (Dehi).

According to kashyap, “initial response from consumers is excellent. Unlike many other e-commerce companies, this kind of business model does not need to distribute gift vouchers and sell below costs”.

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One comment

  1. 1

    With such a growth and expansion, it is not a wonder that companies are investing money in ecommerce business. The online retail space offers a truly global departmental store where anyone from anywhere can make purchases. With users increasing and online shoppers increasing, companies are leaving no stones unturned to lose out. Online grocery stores too are coming forth and making a cut in the retail space. This is a unique trend and people will only benefit from them.

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