Nutrifresh: Transforming the Landscape of Indian Agriculture
Nutrifresh Farm Tech India Pvt Ltd is one of the largest hydroponic players that focuses on delivering fresh, pesticide-free, residue-free affordable fruits & vegetables to Indian consumers. They operate on 33 acres at a single location in Pune, India. They are India’s leading players in Controlled Environment Agriculture (CEA) with a wide product list of 40+ SKU of vegetables, fruits & flowers including Zucchini, Cherry Tomatoes, Bell Peppers, Broccoli, Lettuces, Spinach, Mint, Basil, Palermo Pepper, Seedless Watermelons, Galia Melons, Strawberries, Orchids & many more. The company is also ESG (Environment, Social & Governance) complied.
Transparency at all stages of production was one of the founding grounds at Nutrifresh. The core reason for the brand establishment was the traceability of the product to the end consumer. “We have a QR code system that enables the consumer to trace their vegetables back to the seed. Whenever a consumer scans one of the QR codes on the product packaging, it shows the entire journey of the produce right from the seeding & germination to harvesting & packaging. Being located in close proximity to Mumbai & Pune cities, we successfully deliver to over 40,000 homes directly to their doorsteps within 24 hours of plucking; making our motto “Farm-To-Fork” a reality. Along with this, we are in business with over 150 B2B aggregators, modern trade aggregators & delivery partners like Nature’s Basket, Reliance Fresh, McDonald's, Amazon Fresh, Blinkit, Big Basket, Star Bazaar, Kisan Konnect, Zomato Hyperpure, Swiggy, Zepto, and many other hydroponic players across India,” says Sanket Mehta, CEO of Nutrifresh.
He further adds, “Almost 80% of our plucking staff are women from villages in the vicinity of our farms, and provide them pick-up & drop facilities on a daily basis. We also created a women-only sales channel to empower homemakers to earn a side income. Our focus on women empowerment and ESG compliance aligns with UN sustainability goals, gaining global traction.” The company has been recognised as Top 100 Startups in South Asia for Climate Tech by HolonIQ and awarded Meaningful Businesses 100 for combining profit & purpose to help achieve UN Global Goals. They have also been accredited with the ‘StartUp India’ award by the Government of India.
Technology Matters
With adaption to the latest technology and advanced farming techniques, the company is changing the landscape of Indian agriculture. “We believe that there is no plan-et B. So, we have a stronger commitment towards our planet and we aim to make it a better place to live in. At Nutrifresh, sustainability is not just a process, it is a way of living. We ensure minimum utilization of natural resources & thus created sustainable farming methods like Vertical Farming; ensuring least utilization of land and providing almost 5X output,” states Ganesh Nikam, CFO of Nutrifresh.
He adds, “Staying on top of different processes can be daunting in agriculture, but we are committed to bringing cutting-edge technology to the Indian agricultural landscape & create an environment that is scalable, sustainable & ever-evolving. We have deployed several AI-powered solutions to understand & analyze data and leverage it to maximize output. This will ensure that our customers get the best of fruits and vegetables.”
Many young Indians are now adopting healthy eating habits, increasing demand for natural and organic fruits and vegetables. Nutrifresh utilizes hydroponics, a new-age solution backed by the latest technology, to pioneer the Indian hydroponic ecosystem. With poly houses and technology-infused systems, a sterilized packhouse facility, and cold reefer vans, Nutrifresh ensures high-quality produce with a long shelf life at affordable prices year-round.
Speaking about the pandemic, Sanket says “Despite the Covid-19 logistics shutdown, Nutrifresh delivered produce to customers' societies with government permission. We sold vegetables locally and donated to the needy, receiving orders from over 10,000 homes during the lockdown.”
Journey Ahead
Nutrifresh aims to be the largest Hydroponics & Controlled Environment Agriculture (CEA) player in India in the next 5 years. Currently, the company has a 0.5% market share. By 2026, Nutrifresh aims to achieve a 20 % market share with expanded facilities and focus on residue-free/pesticide-free quality produce to customers.
“With modern middle-class & upper middle-class homes being our prime customers, we are currently focussed on Tier-I & Tier-II cities. We have plans to cater to Tier-III cities in a phased manner by 2024,” adds Ganesh.
They have deployed multiple technological advancements to give hydroponic cultivation its intrinsic meaning of precision agriculture. This enables them to maximize their market capitalization. They are also working on increasing their SKU list to capture a larger market share.
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