Fresh fruits and vegetables startup Sorted which is founded by former Milkbasket co-founder Anant Goel, has raised $5 million in its ongoing seed round. Other investors like Beenext, White Venture Capital, and NB Ventures also participated in the round, according to an article in the Economic Times citing the company's documents filed with the ministry of corporate affairs (MCA).

COMMERCIAL BREAK
SCROLL TO CONTINUE READING

Kunal Bahl and Rohit Bansal, co-founders of the e-commerce firm Snapdeal, also took part in the round. The development comes months after when Reliance Retail Ventures acquired Milkbasket last year.

The advent of categories like exotic and organic fruits and vegetables has given new startups an increasing chance to outdo the local sellers. However, due to problems with almost every area, including pricing, availability, quality, and wastage, the market has a reputation for being tough to get into.

Sorted is a premium brand in the fresh fruits and vegetables segment and will compete with the likes of Otipy which recently raised $26 million in funding. Another startup in the segment includes Fraazo. It delivers fresh produce within 90 minutes of ordering. Last year in October, Fraazo received $50 million in its Series B round.

To help offline mom-and-pop shops better their fresh produce selections and cut down on sourcing time, Sorted has been conducting pilots for most of last year. Sorted also gives these shops access to a unique technological interface. It allows offline mom-and-pop stores to place orders for fresh produce of fruits and vegetables through its app, and have it delivered the next morning straight from farmers.

Sorted was founded by Goel in February 2022. Former Milkbasket head of product and engineering Nitin Gupta and head of growth Sahil Madan also joined the team of Sorted. The platform is currently available in Gurgaon only and it soon plans to expand to other parts of the national capital region (NCR).

ALSO READ: 20 women-led startups in pipeline to become unicorn: Study