Deep Rooted raised $12.5 million in a series A funding round led by IVY Cap. There were three more participants namely Accel, Omnivore and Mayfield according to the media reports. It is a Farm to Consumer (F2C) brand that deals in fresh fruits and vegetables. It was mentioned in the media reports that the funds will be utilized for its expansion in major south Indian cities, improving its technology and hiring more talent.
The media report says that it currently operates in Chennai, Hyderabad and Bengaluru. The startup works as a platform for both consumers and sellers. It gives access to consumers to fresh fruits and vegetables and the main target audience is urban consumer mostly living in cities.