Milkbasket’s Anant Goel Launches F&V Platform 'Sorted', Secures $5 mn Seed Fund

Anant Goel, a serial entrepreneur, co-founder, and former CEO of Milkbasket, today announced the startup Sorted, India's first omnichannel platform for high-quality fruits and vegetables (F&V).

The tech-driven F&V platform, which Nitin Gupta and Sahil Madan co-founded, has so far raised more than $5 million in their ongoing seed round, as per reported by BW Disrupt.

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“Sorted is not attempting to change the way India buys F&V, it’s plugging the inefficiencies that plague the existing supply chains. We have undertaken multiple POCs over the last 9 months to solve for the known industry issues, especially wastage, while answering for growth and profitability. And finally, we have Sorted it out! Working closely with mom & pop stores, Sorted is here to capture a significant pie of this USD 160 billion, high-frequency and high-margin category.” said Anant Goel, the Founder and CEO of Sorted.

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Elaborating on the innovative edge that Sorted will bring to the F&V market in India, Nitin Gupta, CTO and co-founder of Sorted, said, “Through our proprietary technology platforms, Sorted is able to seamlessly connect consumers with straight-from-the-farmer produce through a dense network of digitised local mom & pop stores. With data-first, AI led forecasting, demand analysis and price benchmarking, we are able to deliver better value to farmers, higher income for mom & pop shops while improving quality and reducing prices for the end customer. It's a win-win for everyone involved and we are proud to be transforming how fruits and vegetables are sold in India, one neighbourhood at a time.”