A farm-to-consumer (F2C) brand of fruits and vegetables called Deep Rooted has raised $12.5 million in a Series A fundraising round that was headed by IvyCap Ventures and included existing investors Accel, Omnivore, and Mayfield.
Avinash B R, Gururaj Rao, Arvind Murali, and Santhosh Narasipura cofounded Deep Rooted in 2020; it currently operates the greatest number of greenhouses in India and offers urban residents a selection of more than 200 fresh fruits and vegetables that are delivered right to their door.
“We are thrilled to partner with IvyCap as we expand across South India, working directly with farmers and delivering the freshest fruits and vegetables to urban consumers,” said Avinash BR, co-founder, Deep Rooted.
The startup intends to strengthen its technological stack over the following 12 months, expand its operations to include important South Indian cities, and make proactive hires in the marketing, technical, and business sectors.
“Fruits and vegetables (F&V) as a category is ripe for disruption. Deep Rooted, with its razor-sharp focus on F&V, has already showcased a sustainable and profitable view of the opportunity while delivering value to both the farmers and end consumers. We’re excited to be a part of their growth journey,” said Ashish Wadhwani, partner at IvyCap Ventures.
“Consistent high quality and sustained availability are the two key factors in this category to win consumer trust and Deep Rooted delivers both with its end-to-end management of the supply chain. They have already built a substantial base of happy consumers and I look forward to seeing them scale this in South India and beyond,” Prashanth Prakash, partner at Accel.