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 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, 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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