Agritech Startup Clover Launches Direct-To-Consumer App Deep Rooted
Clover, an agritech startup, has launched its direct-to-consumer app Deep Rooted, as it moves away from its business-to-business (B2B) model to focus on a D2C business strategy.
As per the startup, the new consumer brand Deep Rooted. Co is a demand-backed cultivation and supply chain solution for fruits and vegetables focused on quality, consistency, traceability and a high degree of predictability.
Clover is a Bengaluru-based agritech startup founded by Avinash BR, Gururaj Rao, Arvind Murali, and Santhosh Narasipura. The agritech startup partners with farmers across India and sells greenhouse-grown fresh produce via B2C and B2B channels.[Read: Details about the Indian Agritech Startup]
To grow its newly launched D2C brand, the agritech startup will invest around $2 million in creating farmer-facing input-output technology, investing in supply chain and cold storage capacities and communication, starting with Bengaluru and Hyderabad.
Talking about Deep Rooted, Avinash B.R, co-founder of Clover, said,
“With Deep Rooted.Co, our goal is to be India’s largest virtual farmer, facilitated by our full-stack agronomy intervention on the supply side; and an omnichannel presence, along with a consumer-facing app on the demand side. Consumers will get consistent access to zero-contamination, high-quality fruits and vegetables while farmers can experience up to a 3x increase in yield and income improvements.”
The D2C brand will deliver most of its produce fresh and in under- 24 hours from farms primarily less than 150 km away from large cities.
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