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Deep Rooted, a farm-to-consumer (F2C) fruit and vegetable brand, raised $12.5 million in a Series A round led by IvyCap Ventures, with participation from existing investors including Accel, Omnivore and Mayfield.
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Avinash BR, co-founder of Deep Rooted, said: “We are delighted to be partnering with IvyCap as we expand in southern India, working directly with farmers to provide urban consumers with the freshest fruits and vegetables.”
Deep Rooted provides urban consumers with high-quality fruits and vegetables sourced directly from farmers, including India’s largest network of greenhouses. The company currently operates in Bengaluru, Hyderabad and Chennai. Over the next 12 months, the startup plans to expand its operations to major cities in southern India, strengthen its tech stack and aggressively recruit across marketing, technology and business functions, according to a company statement.
“As a category, fruit and vegetables (F&V) are ripe for disruption. With a strong focus on F&V, Deep Rooted has demonstrated a sustainable and profitable view of the opportunity, while bringing farmers and end consumers Ashish Wadhwani, our partner at IvyCap Ventures, said: “It’s been a pleasure to be a part of their growth journey. “
“Consistent high quality and continuous availability are two key factors in earning consumer trust in this category, and Deep Rooted delivers both with its end-to-end management of the supply chain. They have built a satisfied Consumer base, I think looking forward to seeing them scale up in South India and beyond,” Prashanth Prakash, Partner at Accel.
