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Indian greenhouse growers launches Clover brand for fruits and veggies

Greenhouse agri-tech start-up Clover Ventures has launched its direct-to-consumer fruit and vegetable brand ‘Deep Rooted.Co’ in Bengaluru and Hyderabad.

Clover will invest over $2 million in creating farmer-facing input-output technology, augmenting supply chain and cold storage capacities and communication to grow the brand Deep Rooted.Co, the company said in a statement.

Omni channel strategy
Deep Rooted.Co will focus on catering to an urban city’s need for fruits and vegetables via a “consumer demand-led cultivation” process. Deep Rooted.Co will follow an “omni-channel” strategy to cater to existing consumer shopping preference in the category and both online and offline presence through the modern and general trade.

“Consumers will get consistent access to zero-contamination, high-quality fruits and vegetables, while farmers can experience up to a 3x increase in yield and income improvements,” said BR Avinash, one of the co-founders of Clover.

Clover currently manages a network of greenhouse farms in over 70 acres through which it supplies vegetables and fruits to over 90 businesses in over 175 locations in Bengaluru and Hyderabad.

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