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Farm2Kitchen delivers organic fruit and veg in India

Farm2Kitchen, an online portal delivering organic fruit and vegetables in Gurgaon, has been in the market for five years. Founders Seema Dholi and Anand Dholi have dedicated all their efforts to make the idea work. “We moved from being an experiment to a sustained effort of keeping this unique platform alive, connecting the minority of small-scale organic farmers and organic producer companies with Indian consumers,” explains Seema.

Farm2Kitchen began from a personal need and has gone on to explore the subtleties in the business of organic food. “Over the years, we studied Indian consumers’ behaviour and worked on a strategy that has been a good one so far,” says Seema. Farm2Kitchen offers all organic products—grocery and lifestyle products like organic clothing or cosmetics—through an omni-channel retailing model. The company works with small organic farmers and connects them to consumers in cities.

As a model in tech, they are no different from the BigBaskets of India and the larger player may very well provide organic foods as well, but Farm2Kitchen has been a built on a niche of everything within organic. This has led to a few experiments to spread awareness. “Unless the consumers are connected to ground reality, he/she is not going to consume organic products,” says Anand.

Read more at YourStory
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