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Green grocer Fraazo expands to Delhi, Bangalore markets

By Retail4Growth Bureau | December 21, 2021

The quick commerce company is projecting a revenue of $ 1 billion, with an aim to reach 10 million orders a month and 20 million households by 2023.

Fraazo, which is positioned as one of India’s largest green grocers, is strategically expanding their business and launching their service into new markets. The startup will now be bringing their farm to fork e-grocery service to consumers in Bangalore and Delhi as well. Fraazo will now be available in 7 markets across the country with continuous plans to expand further. The company is projecting a revenue of $ 1 billion, with an aim to reach 10 million orders a month and 20 million households by 2023.

Spread across 26 districts and  7 states with a network of 10,000+ farmers across India, the green grocer’s intention now is to grow 10x by June-July 2022 and to support their growth they will increase their delivery rider count from 3,000+ to over 20,000 in the next few months in addition to increasing their dark stores toll to a whopping 750 from 250. Additionally, they will inch closer to a network of 1 lakh farmers supplying farm fresh produce to all their dark stores. This will not only further their agenda to reach 15 cities by the following year, but also reinforce them as a disruptive leader in the category.

After launching in Hyderabad, within the span of two months, Fraazo is dominating the market in D2C fresh category.  In Bangalore, Fraazo promptly launched a large network of 38 dark stores and began tasting success with thousands of orders pouring in, in the launch week.

We have built a cross functional internal team of experts who help us accelerate our multi-city launches. Replicating an integrated supply chain model that brings fresh produce from farm to fork in under 12 hours is a mammoth task. But thanks to what we call our Force 1 team, we have penetrated city after city in the matter of weeks and not months. This cross functional team simultaneously works on all tracks such as building ‘Farmer-Fraazo relations’, setting up ‘Collection Centers’ around farms, setting up dark stores at strategic locations in the city and building a team of ‘Fraazo Riders’ for express delivery,said Atul Kumar, Co-Founder & CEO, Fraazo

Atul also added Right now we are focusing on Noida, Delhi and Ghaziabad but we have three separate Force 1 teams working synchronously to expedite our expansion goals. One team is working towards penetrating the eastern markets to start our operations in Kolkata, Bhubaneswar, Guwahati and Patna. The second Force 1 team is working on increasing our penetration in West and Central India by taking us to Ahmedabad, Surat, Jaipur, Bhopal and Indore and a third team will support us in Southern markets by helping us reach Chennai, Mysore and Coimbatore. By the end of this financial year, we intend to cover all the Indian cities with a population of more than 2 Million.”

Fraazo boasts of a total of 250 dark stores present in Mumbai, Gurgaon, Noida, Delhi, Pune, Bangalore and Hyderabad. They have grown 4x in orders and revenue in the past three months with their current orders standing at the figure of 1 million orders a month. One of the key USP’s of Fraazo is their ‘One-Touch Delivery’ model that offers customers the freshest produce from farm to fork in a hygienic manner.


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