Serial entrepreneur, co-founder and ex-CEO of Milkbasket, Anant Goel today announced the launch of Sorted, India's first omnichannel platform for quality fruits and vegetables (F&V), powered by proprietary technology and a franchisee network of digitised mom-and-pop stores. Co-founded by Nitin Gupta and Sahil Madan, the tech-driven F&V platform has so far raised in excess of USD 5 million in their ongoing seed round. 

Sorted will enable access of straight-from-the-farmers, quality fruits and vegetables, at a highly competitive price, to customers through the medium of their choice – call, message, online or offline, powered by a high-density network of Sorted franchisees – the existing mom & pop stores.

“Sorted is not attempting to change the way India buys F&V, it’s plugging the inefficiencies that plague the existing supply chains. We have undertaken multiple POCs over the last 9 months to solve for the known industry issues, especially wastage, while answering for growth and profitability. And finally, we have Sorted it out! Working closely with mom & pop stores, Sorted is here to capture a significant pie of this USD 160 billion, high-frequency and high-margin category.” said Anant Goel, the Founder and CEO of Sorted.

Aptly named Sorted, the omni-channel platform brings much-awaited disruption in the way neighbourhood stores procure, handle and sell F&V in India. By getting access to Sorted’s proprietary technology, procurement services, hyperlocal demand generation tools and data science capabilities, stocking and selling fruits and vegetables shall become easier and simpler than procuring and selling the products of the most reputed FMCG brands out there. 

Highlighting the scope of success for his new venture in the Indian fruits & vegetables retail market given the number of existing online grocery players selling fruits & vegetables, Anant Goel further said, "Based on what ‘we now know’ about this space, the existing grocery models shall continue to struggle to solve for F&V as they are created and optimised for selling FMCG - man-made, pre-packed products with a known shelf life, selling in fixed quantities through a static catalogue - none of which is true for F&V. It just has to be solved differently and distinctly. If and when done, this can be the fastest, profitable decacorn in the making. And that’s what we are aspiring for!”

With each co-founder of Sorted coming with over a decade of experience in the start-up world, many of them unicorns, it is evident that the team knows what they are doing and have signed up to disrupt this massive category. With the tech savviness of Nitin, who has been VP Engg at OLA and CPTO OLA foods and the deep operational & growth expertise of Sahil from his P&G and OYO days, Anant has definitely put together a formidable trio to disrupt this space.

Elaborating on the innovative edge that Sorted will bring to the F&V market in India, Nitin Gupta, CTO and co-founder of Sorted, said, “Through our proprietary technology platforms, Sorted is able to seamlessly connect consumers with straight-from-the-farmer produce through a dense network of digitised local mom & pop stores. With data-first, AI led forecasting, demand analysis and price benchmarking, we are able to deliver better value to farmers, higher income for mom & pop shops while improving quality and reducing prices for the end customer. It's a win-win for everyone involved and we are proud to be transforming how fruits and vegetables are sold in India, one neighbourhood at a time.”