Farm-to-consumer startup Deep Rooted has raised $12.5 million in a round led by IvyCap Ventures. The funding round also saw participation from existing investors Mayfield, Accel, and Omnivore.
The two-year-old Bengaluru-based startup runs the largest number of greenhouses across India and provides urban residents with the choice of over 200 fresh fruits and vegetables delivered to their doorstep.
At the moment, the firm only services Bengaluru, Chennai, and Hyderabad.
With this new fundraise, it is looking to expand operations to multiple new cities in South India, to build upon its existing technology stack. It is proactively hiring for roles in marketing, sales, and business functions.
The company calls itself a one-stop shop for fresh produce.
Deep Rooted strives to “deliver a year-round supply of fresh, flavourful, residue-free produce, using a fraction of the water and land compared to conventional farms,” the firm said in a release.
“Fruits & 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.
