Vegrow, India’s leading B2B marketplace for fruits announced they have secured funding of a $25m Series B round led by Prosus Ventures. Marquee investors Matrix Partners India, Elevation Capital, Lightspeed and Ankur Capital also participated in the round. Prominent angel and agri veteran Sanjiv Rangrass continues to back the company.

Read: June 2022 Issue of Food InfoTech Magazine.

Vegrow focuses on matchmaking across demand and supply for fruits, aggregating multiple channels (wholesalers/semi-wholesalers, modern trade and general trade) in 100 cities on the demand side and 20,000+ farmers on the supply side. Through its unique community advisory approach, Vegrow digitally engages with farmers across 400+ production pockets and helps them align with market expectations and get better yield, thereby higher income. It processes more than 200 tons of fruits daily. Vegrow has grown 15x in the last 12 months with industry-leading gross margins of ~20%. The growth has been unlocked on the back of Vegrow’s deep tech and data stack across the value chain. It has built capabilities to harness farmer chatter, estimate farmland produce and measure demand across Tier-I, Tier-II and Tier-III markets.

The funds will primarily be used for expansion into more demand centres, establishing dominance across supply micro-pockets and nurturing a world-class talent pool in the product, engineering and other support function domains.

“Being a table-top consumption product, fruits are consumed raw, and consumers are highly sensitive to the quality. Vegrow adds value at the source and supply chain to ensure and preserve the quality consistently. We are very excited to have Prosus Ventures lead this round and all our internals double down their partnership. We aim to grow sustainably and deliver a $5 bn. outcome within the next 5 years.”, said Shobhit Jain, co-founder Vegrow.

Praneeth Kumar, co-founder Vegrow added, “At Vegrow, we are focused on value creation for both farmers and customers.  On the farmers’ side, we ensure a better realisation through right matchmaking, fair and transparent business practices, and value chain innovations.”

Ashutosh Sharma, Head of Investments, India at Prosus Ventures, shared, “We have been tracking the agritech space closely through our existing investments in fresh produce and animal protein segments. The fruits industry being historically unorganised, fragmented and inefficient, is poised for similar tech-led disruption. Vegrow has catapulted to pole position by serving pan-India demand through its focus on scale and technology. We are excited to back them as they chase the next level of growth in the country.”

Elaborating on the tech stack innovation, Mrudhukar Batchu, co-founder, Vegrow, shared, “Building systems and capabilities which can scale is the core tech vision at Vegrow. Today, we have a dynamic understanding of customer quality expectations across 100+ markets and a real-time view of $500 MM worth of produce across farmlands. Our tech helps in matchmaking by the codification of customer quality, building future farm inventory, deskill supply chain and crowdsourcing market intelligence (price, quality and volume). Our system predicts real-time demand and pricing across markets for 15+ fruits. Our Fresh OS Velynk ties all of this together to ensure an agile and reliable supply chain.”

“We’re thrilled to be doubling down on our investment in Vegrow as they scale and reshape the Agritech landscape in India. We’re privileged to have been the first to partner with Shobhit, Praneeth, Kiran & Mrudhukar on this journey and welcome Prosus to the partnership!” commented Sudipto Sannigrahi, Principal, Matrix India.

“In the past year, the Vegrow team has made significant headway in solving a core problem in the perishables supply chain – matching of supply & demand. This allows Vegrow to buy supply from a wide variety of sources, across grades and have a very strong handle on pricing, ensuring a very high supply-side NPS. Fruit farmers across their footprint are keen to work with Vegrow. This has allowed them to build a strong supply-side moat and grow over 15x in the last 12 months. We are super excited to double down on our partnership” said Akarsh Shrivastava, Principal, Elevation Capital.

“I am amazed to see Vegrow’s customer love through quality and consistency. They are well poised to be a leading B2B brand in India and internationally!” commented Vaibhav Agarwal, Partner, Lightspeed.

“It’s exciting to see Vegrow’s growth and external validation of what they do through this round. In complex supply chains, there are so many issues that keep rearing their ugly heads and Vegrow’s approach shows that a systematic technology-led approach is capable of unlocking profit pools consistently and addressing the challenges that perishable fruit supply chains face”, commented Ritu Verma, Partner, Ankur Capital.

Elluminate Capital acted as the exclusive financial advisor to Vegrow on the transaction.


“Besides the ever-growing mound of unpublished travel stories and product reviews accumulating in various folders on my desktop, I've written quite a lot of copy and content for various niches, with specialization in both B2B and B2C segment.”

Write A Comment

13 + eight =