01
Procurement
Local fruit and veg bought straight from Farmer Producer Organisations and cluster-based bodies, cleaned and hand-sorted at the farm-gate.
V Are Pure Farms / Farm-gate to society-gate
Changing howIndia buysfresh.
We are rebuilding the road that food travels, from the gate of the farm to the gate of your society. Local sourcing, fast transport, and nothing wasted on the way.
18%
of India's fruit and veg is lost before it is ever sold.
60%
of India's retail is food and grocery.
4%
of that food retail is organised. The rest is open to build.
One thing binds us all
Every religion.
Every caste, creed and colour.
Every language.
One table.
Food.
It is the one thing all of us share, three times a day, without exception. So the way a country feeds itself is not a small logistics problem. It is the most important supply chain there is.
And yet
The food is good. The journey ruins it.
Produce leaves the farm in good shape and reaches the buyer bruised, wilted, or too late to sell. In between sits a chain that pays the farmer the least and wastes the most.
01
Farmers are pushed to the mandi
With weak sorting, grading and cold storage at the farm-gate, growers are compelled to offload fast in distress, at volatile prices.
02
The middle takes the margin
Convoluted chains and cartelised middlemen leave razor-thin margins for the two people who do the real work, the rural farmer and the urban pushcart vendor.
03
The city inherits the waste
Open trucks, potholed roads, no cold chain, crowded markets. Roughly 18% of fruit and veg is lost on the way, and even more inside the mandi.
Why now
A trillion-dollar market still runs on a broken road.
Food and grocery is the largest slice of Indian retail, yet organised fresh-produce retail is a rounding error. That gap is the opening: a cleaner model of local procurement, faster transport, and hyper-retail that reaches hundreds of thousands of families in every city.
$0.0T
Total Indian retail market, 2023.
0%
Food and grocery share of that market.
0%
Organised share of food and grocery retail.
0%
Expected CAGR of Indian food retail over three years.
The mission
V Are Pure Farms is on a journey to revolutionise Indian fresh-produce supply chains and hyper-retail, from farm-gate to society-gate.
Processed food and biogas close the loop, so the same network that feeds a city also handles what it leaves behind.
Farm-gate to society-gate
01
Procurement
Local fruit and veg bought straight from Farmer Producer Organisations and cluster-based bodies, cleaned and hand-sorted at the farm-gate.
02
Aggregation
Pooled at VRPF rural collection centres, where quality is checked before anything moves toward the city.
03
Fair pricing
A pricing model built around the grower, cutting the dependence on distress selling and mandi-only offload.
04
Distribution
Quick transit to peri-urban distribution centres around Gurgaon, Noida and Delhi, sited near the elevated expressways. HoReCa buyers are served straight from here.
05
Hyper-retail
Micro distribution centres feed partner vendors and VRPF e-carts, reaching societies, nukkad shops and street routes closer than the mandi.
06
The waste loop
Retail-unworthy but edible produce goes to processing. The true last-mile waste goes to biogas, fertiliser and pellets, and the loop closes.
Patent pendingThe enabler
A shop that drives to you.
The VRPF e-cart is a patent-pending electric mobile store built for the last mile, so fresh produce arrives cool, sorted and billed, right at the society gate.
0kg+
Load in a 6 by 4 ft cargo bay, on L-3 and L-5 platforms up to 2 tonnes.
0°C
Kept below, by an automated misting system that extends shelf life.
100%
Solar-supported, with a 600V inverter running lights and a POS terminal.
0day
Lead time per cart, scaling to 400 to 500 carts a month.
Two prototypes ready, two in production, with three Government-of-India approved fabricators onboarded. Design and utility patent pending on the L-shaped storefront and automatic misting.
The loop
A chain has an end. A loop does not.
- 01
Procurement
Local fruit and veg bought straight from Farmer Producer Organisations and cluster-based bodies, cleaned and hand-sorted at the farm-gate.
- 02
Aggregation
Pooled at VRPF rural collection centres, where quality is checked before anything moves toward the city.
- 03
Fair pricing
A pricing model built around the grower, cutting the dependence on distress selling and mandi-only offload.
- 04
Distribution
Quick transit to peri-urban distribution centres around Gurgaon, Noida and Delhi, sited near the elevated expressways. HoReCa buyers are served straight from here.
- 05
Hyper-retail
Micro distribution centres feed partner vendors and VRPF e-carts, reaching societies, nukkad shops and street routes closer than the mandi.
- 06
The waste loop
Retail-unworthy but edible produce goes to processing. The true last-mile waste goes to biogas, fertiliser and pellets, and the loop closes.
For societies
Fresh produce, at your gate.
A VRPF e-cart brings sorted, cool, daily-fresh fruit and veg into your residential zone, with POS billing and no bargaining.
Bring VRPF to my society
For trade and HoReCa
A faster route than the mandi.
Nukkad shops, street vendors, hotels, restaurants and caterers can source high-quality produce straight from a VRPF distribution centre.
Supply my kitchenStart here
Let us bring fresh to your gate.
Tell us who you are, and we will route you through the nearest VRPF channel. It takes a minute, and the more you tell us, the better we route it.