‘IMPORTANT TO BE OPERATIONALLY NIMBLE'
Point of Purchase|July 2020
Digital is the go-to shopping mode today for an increasing number of people, even in categories like fruits and vegetables. And along with the growing dependence on digital is the growing need for farm fresh products. Established in 2016 as a store offering premium quality of farm-fresh vegetables and fruits in the upmarket neighborhood of Powai, Mumbai, ‘Fraazo’ reinvented itself by adopting a digital-first approach and launched the ‘Fraazo App’ in October 2019. Started by the quartet Atul Kumar, Aashish Krishnatre, Vikas Dosala and Sumit Rai, Fraazo is a retail brand under VnF Ideas Private Limited, Mumbai’s leading B2B player in perishables category providing farm-fresh vegetables and fruits. The brand joined VnF family in 2019 and has since then been servicing over 2 lakh households in Mumbai and Pune and 60 plus societies through its innovative value chain module. Atul Kumar, Co-Founder & CEO, Fraazo shares with Point Of Purchase more on the Fraazo journey.
Atul Kumar

What were the market drivers that led to the launch of Fraazo? Can you share some observations?

Anyone who has delved into the details of how our food reaches us realizes the problems that the traditional supply chain is riddled with. Unfortunately, many of us are so busy that we seldom find the time to investigate these matters and find the right food sources. For the ones who do understand the hygiene and quality compromise we live with, availability remains a challenge since no player in the market is focused on this space due to its operational complexity. We saw this gap and took it as a challenge to establish a brand to offer safe and hygienic food keeping customers’ convenience at the heart of our brand.

How many farmers/agriculture cooperative societies have you tied up with?

We work with over 1,000 farmers and as we grow, so will our depth and breadth of farmer relationships and the value added services we plan to facilitate for them. Working with farmers and ensuring they are able to achieve a fair pricing with reduced wastage is our core purpose.

Can you tell us a bit about your operational and business model?

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