Fraazo inches closer to its 500+ dark store goal

Online vegetable and fruit seller is unlocking one dark store every eight hours, claiming that the move will enable them to offer farm fresh groceries in under 12 hours.

04 Dec 2021 | By Aultrin Vijay

Fraazo, one of India’s largest greengrocers, is a quick commerce start-up, delivering farm to home fresh vegetables and fruits in under 12 hours.

Founded by a team of four IIT IIM graduates, Fraazo was founded in 2019 by Atul Kumar, Vikas Dosala, Sumit Rai and Aashish Krishnatre. Being one of the first companies to establish the concept of ‘dark stores’ in the country, Fraazo boasts a large network that started with 41 dark stores in Mumbai and has now scaled to a whopping 250 stores across five cities.

A dark store is a large retail facility that resembles a conventional supermarket or other store but is not open to the public, housing goods used to fulfil orders placed online.

Moreover, Fraazo unlocks one dark store every eight hours, making them the category leader in quick commerce greengrocery in India. The secret sauce for Fraazo’s exponential growth is their one-touch delivery model for farm produce that preserves freshness by eliminating unnecessary handling.

Fraazo recently raised USD 50 million in a fresh funding round led by WestBridge Capital and existing investors Sixth Sense Ventures, Equanimity Investments, Apar Group, along with leading Indian family offices, including Manish Choksi of Asian Paints. The company aims to create a network of more than 500 dark stores across the top 15 cities and reach 10 million monthly orders in the next 12-18 months.

With its growing network of dark stories across numerous cities in India, Fraazo has been dominating the market whilst making superior margins as they obtain produce at better rates from the source as opposed to other players. Gunning to grow further, Fraazo has been actively working for the past two years to set a strong foundation for a robust end to end supply chain. Successfully so, they now offer a reliable solution for the needs of consumers who prefer farm fresh groceries.

Atul Kumar, co-founder and CEO, Fraazo said, “We at Fraazo have created the one touch delivery farm to home category in India. Our first step was to lay the foundation for a strong integrated supply chain to facilitate seamless delivery to customers. Today, we are number one in Mumbai and in a matter of just two months, we are number one in Hyderabad as well. We have the strongest network of end-to-end supply chain and ‘dark stores’ which has been instrumental in our incredible growth and success till date. Our strong back-end has not only accelerated our delivery time but also the velocity with which we are growing. We are looking forward to expanding by 10x in the next five months and to reach 20 million households by the end of 2022.”

As of today, Fraazo is operating collection centres spread across 25 districts, six states and has a network of thousands of farmers across India. Fraazo has doubled its user base in the last two months with more than six lakh monthly active users.

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